6 Tips For Using Social Media To Drive Television Ratings
By Gavin McGarry
Did you know that Facebook is the top-performing social media platform for television programs? Data has shown that a 3% increase in Facebook likes leads to a 1% increase in ratings. Here are some of our best practices for using social media to help drive television ratings:
- Networking, it's all about who you know - Actively posting and engaging with your audience is key to building a network. The average user on Facebook has 338 friends, and attracting the attention of friends of friends will increase the potential reach of your posts. The best way to engage is posting at least once per hour on Facebook and Twitter during the key hours of the day. For Instagram, we recommend 2 to 3 posts per day and at least one Instagram Story.
- It's not a popularity contest - The number of likes you have on your page means nothing if they aren't comprised of engaged users. Likes, comments, and shares of your content are more valuable than how many people "Like" your page. At Jumpwire Media, we gauge a Facebook page's 'health' in the following way: If you have 100,000 fans you should be getting 300,000 pieces of engagement from those fans every 28 day cycle (likes, comments, shares).
- Data is King - Who is engaging with your content? Which posts are most popular? How many people were reached? Who engaged with the post via a like, comment, or share? It is important to use each post as a learning opportunity about your audience. Monitor your metrics on a daily basis and include weekly reports to track your progress.
- And We're Live in 3, 2, 1 - Sure you can be witty in posts, but if you want to give your page some extra oomph take it LIVE! Use Facebook Live to stream segments of your content to drive engagement. A live stream off of Facebook reaches approximately 50% of your fans. This is a big jump when you take into account linked posts are normally only seen by approximately 12% of your followers. Make sure to tease the time and date you will be live on your other channels to drive engagement!
- Don't be afraid to use Emojis - Using emojis in your posts creates higher organic reach and engagements. We have seen higher reach results when emojis are used on both Facebook and Instagram which leads to more engagement if the content is good.
- Integrate your social reach - Although Facebook drives the most engagement for television, don't forget about the other channels! Integrating your accounts not only makes community management more efficient, it's also more effective. For example: studies show that posting images to Facebook from Instagram provides a 23% increase in engagement. You should also focus on developing a weekly email newsletter as email is still a great way to engage with your audience.
Jumpwire Media, founded in 2009 by Gavin McGarry, specializes in building and managing social media communities for brands all over the world. The Jumpwire team consists of dedicated and avid social media enthusiasts. They are constantly monitoring all social media platforms and studying data to better understand what creates conversation and engagement within social media communities. Jumpwire Media oversees television communities for Entertainment Tonight, Manga Entertainment and all3media's "Midsomer Murders."
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