Social TV and the success of the Grammys

By Wenlei Ma | 23 August 2012

Social and connected TV is critical to delivering eyeballs to a telecast, according to The Grammys senior director of marketing and social media Beverly W. Jackson.

This year’s Grammys awards was the most social event in television history, a mantle even the Olympics failed to claim six months later. The success of the Grammy’s social media strategy boosted the broadcast ratings of the brand to its highest televisual audience numbers since 1984.

Jackson, who was the first keynote speaker at today’s ADMA Forum, emphasised the importance of ‘transmedia storytelling’ which incorporates traditional media, owned media, social media and hybrid media.

Jackson said: “If you ask your audience to tweet, Facebook, pin and more, you have to do it yourself. It has to be part of your brand DNA.”

The Grammys generated 13 million social media mentions this year, an increase of 2100% on the previous year. It averaged 160,341 tweets per minute during the broadcast.

Jackson said her organisation leveraged each social media platform for what they do best. For example, she said Twitter is important to the Grammys because it works for it as a call to action behaviour influencer while Facebook is used to create a community and engagement.

She said data, analytics and measurement was key to developing her social strategy as well as working with good partners such as Google and Twitter.

Additionally, Jackson said hiring someone who can speak to the brand’s mission on social media is important. She advised to not just hire an intern or outsource social media to an agency.

Jackson said: “The proliferation of digital, social and mobile marketing platforms is challenging conventional wisdom and previous business models. The process of empowering internal and external stakeholders, to become change agents, is transforming organisations in real-time."

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