The Menlo Park-based social network is actively courting TV
shows and advertisers in a bid to compete with Twitter for TV show ad
dollars. In a recent talk, Dan Rose, vice president of business
development and monetization at Facebook,
emphasized its massive user base, personal credentials (“The key to
having good conversations about television shows is about real
identity,” he said) and Facebook’s APIs (which have two exclusive data
feeds to inform advertisers about what’s going on in the television
world) to enthuse TV shows about their platform.
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Facebook’s pitch to TV shows makes sense given that the social network has five times more television chatter
as compared to its rival network. Given that Facebook is already bigger
than Twitter by several orders of magnitude, it shouldn’t be difficult
for the social network to crush Twitter in the advertising sweepstakes.
However, the nature of conversations or chatter
is the differentiating factor that draws television shows to Twitter. A
lot of it has to do with community. Or, the lack of it.
The Facebook community is a personal one, where
conversations are mostly controlled and moderated by users themselves.
Engagement with strangers and public conversations are limited.
Photos
are the primary medium to ensure virality. Instagram, which recently
featured Miley Cyrus’ preparations before her much-talked about performance at the MTV VMA, is slowly moving towards an advertising model.
Breaking Bad, the popular television show, has 639 k likes
on Facebook. The last update for the show was made five days ago. That
update, which was accompanied by a photo and a link to a video,
consisted of a picture and a sentence. It generated 21,589 likes, 797
comments, and 759 shares, as of this writing.
On Twitter, Breaking Bad has 730 k followers. The same
update generated 114 retweets and 199 favorites on Twitter. However, it
has also spawned more spinoffs here than on Facebook. For example, users
have started unaffiliated “Breaking Bad Quotes” and “Breaking Bad
Comics” accounts.
On the other hand, House of Cards had 338,004 likes on
Facebook and 56,000 followers on Twitter. The last entry on its Facebook
page, which was identical to the one made on Twitter, was made
approximately two hours ago and generated 2771 likes and 149 shares. On
Twitter, the update was retweeted 60 times and favorited by 49 people.
However, these statistics do not measure hashtags or the
vibrancy of conversations on Twitter. Both accounts – Breaking Bad and
House of Cards – engage with users on Twitter through direct
conversations. Hashtags, retweets, and favorites, all of which seem to
be purpose-built for marketing or generating conversations, have a
virality and life of their own. For example, a cursory search for
hashtags for both accounts provides an immediately searchable database
of tweets, which are a mix of opinions, rants, and news, regarding the
shows. A similar search on Facebook displays just the official page for
the TV show.
In many ways, Twitter is more of a crowded marketplace than a
community. Conversations, more often than not, are between strangers and
acquaintances. The 140-character limit constraint forces users to
express an opinion or condense their thought process into an urgent
tweet. In turn, these opinions elicit reactions and ensure another cycle
of tweets and retweets.
Facebook needs to set up a similar cycle of conversations and
interactions (that move beyond simply Liking and Commenting on a show’s
page) to attract TV shows.
#Πηγή:
Why Facebook Needs To Evolve To Compete With Twitter For TV [ Rakesh Sharma ]
Rakesh Sharma, Contributor
I write about technology, business, and Silicon Valley trends
http://www.forbes.com/sites/rakeshsharma/2013/10/22/why-facebook-needs-to-evolve-to-compete-with-twitter-for-tv/?utm_campaign=forbestwittersf&utm_source=twitter&utm_medium=social10/22/2013 @ 3:47PM |442 views
10/22/2013 @ 3:47PM
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