black socialtvsxsw
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Social media, television and black viewers
Sherri Williams, @SherriWritesLynessa Williams, @LynessaMarie
Sil Lai Abrams, @TruthInReality_
Black Social TV
Five years ago people were predicting the death of linear television. That’s a prediction that had turned out to be completely false. Now through technology people are
having these great television experiences through these social platforms – Sean Casey (@prana9)
@prana9 @Social_Guide
Founder of Social Guide, the first comprehensive social media and television
analytics site
• First television broadcast- 1930s• Mass media platform- 1980s• The internet, social media and (smart)
phones- 21st century
Industries changed and created
• Advertising • Viewers gain access and autonomy• Television networks’ operations evolve• Technology is fused and new technology
is created
Social TV and Analytics
Social media metrics and the networks• Sean Casey, founder of Social Guide, says networks are paying more
attention to social media metrics• Social media buzz has an impact on PR, advertising and programming
even down to the names of programs • Social Guide will launch Social Guide Intelligence in Jan. 2012. It will
provide deeper analytics including key influencers.• “We think the big value of social data is that it’s not just numbers, these
are human beings who are saying things,” Sean Casey.
@prana9 @Social_Guide
Sean CaseyCEO/Founder
(@prana9)
Social media television metrics gain importance
• Social Guide ranks the most talked about shows on social media in real time. It provides a social media version of TV ratings
• Social Guide was acquired by Nielsen, the TV ratings giant, in November 2012 underscoring the increased significance of social TV rankings
• “The skyrocketing adoption and use of social media among consumers is transforming TV-watching into a more immediate and shared experiences,” Steve Hasker, president, Global Media Products and Advertiser Solutions at Nielsen.
Social TV and Viewers
@Razorfish @Yahoo
Top 5 categories @Razorfish @Yahoo
@NielsenWire
@NielsenWire
VIEWERS
• Autonomy• Appointment TV $
Study shows correlation between social media buzz and ratings. (Nielsen, 2011)
@NielsenWire
Social TVBlack Viewers
and Black Programming
Case Study: BET Awards 2011• Live tweeting• Live Ford giveaway & social media lounge• 106 and Park “Fandemonium” contest• Backstage Live stream & Twitter wall on stage• Celebs using social media for awards• Partnership with Get Glue
@BET @BETAwards @Ford @106andPark @GetGlue
The Networks • Cable networks are integrating social media into
programming more than traditional networks• Networks are encouraging viewers to tweet while watching
by creating their own hash tags and placing it on the screen during the telecast
• Cable networks, especially Bravo and Vh1, have developed apps to enable viewers to engage efficiently while they watch shows
• OWN (the Oprah Winfrey Network) offers exclusive content for Facebook followers
@Bravo TV @Vh1 @OprahWinfreyNet
The Networks • Black Entertainment Television (BET) is one of the first to
push viewers to tweet and watch. The106 & Park show posts a daily hash tag which often become trending topics
• WE network created WESync, a system that allows viewers to engage but it’s on the network’s own website
• NBC’s talent show The Voice is the first major network effort to include social media into its telecast with its social media lounge, correspondent and contestants tweeting live before and after competing. NBC Live
• MTV incorporated a Twitter tracker into its award show to keep up with viewer tweets while the leader board showcased celebrity tweets including award nominees and performers
@BET @106andPark @WeTV @NBCTheVoice @MTV @TheRealMaryMary
• Increased social media by 64% in the past three years by engaging more with audience
• Premier of Braxton Family Values in November 2011 is the the highest premier ever. Social media played a strong role
• The season before the network posted live tweets real-time on the screen during the show and ratings jumped about 30 percent
• The Braxton sisters tweet live during the show
Crista Scibelli Finocchio(@CristaMarie28 )
Manager of social media & digital & emerging media
@NewhouseSU grad
@CristaMarie28 #BFV (Braxton Family Values)
WETV Capitalizing off social media engagement of stars and audience • The network is leveraging stars’
brands • The “Mary Mary” show was
advanced partially because of the duo’s high social media engagement (Klout score, 63)
• Some shows are not moving through the development stage if they won’t garner social media buzz
• The network’s WeSync interface allows users to connect socially on its own website. It drives traffic to the network’s site by offering exclusive content, polls and videos
• The network takes every viewer’s seriously on all social media platforms
• “Every single person’s opinion and comment is important and can go viral at any time,” Crista Scibelli Finocchio at WETV
@TheRealMaryMary @WeTV @CristaMarie28
Stereotypes and the second screen• Our research shows that reality shows with black casts (Real Housewives of
Atlanta, Basketball Wives LA and the Love & Hip Hop franchise) often dominate Twitter’s trending topics when they air
• Such shows portray historic stereotypes of women of color and find a home on the second screen (computer or smart phone viewers use to engage on social media while watching television)
• During the second season on Love & Hip Hop Atlanta (summer 2013) the show often held five of the 10 trending topics and was always the number one social TV show airing during its hour according to Social Guide
LA Basketball Wives
Cast member • Draya Michelle • Jackie Christie • Imani Showalter • Gloria Govan • Laura Govan • Malaysia Pargo • Kimsha Artest* • Tanya Williams*
Stereotype embodied • Tragic mulatto• Emasculating
matriarch/mammy • Middle-aged mean girl • Fiery Latina • Hypersexual Latina • Ghetto
girl/hoodrat/chickenhead • Stuck-up, burgeois witch
This Vh1 reality show dominated Twitter topics during its first two seasons. A textual analysis of the tweets
revealed stereotypes.
Cultural and social implications
• Reality shows such as Basketball Wives LA, Love & Hip Hop Atlanta continue to show negative images of women of color in a media climate where few images of them exist
• That negativity is viewed and transmitted through Twitter• Negative stereotypes of women of color become more popular and
accepted in society • As these reality shows become successful they are duplicated with spin-
offs and social media is integrated into shows and ugly imagery of women of color reaches more people
Jet, one of the oldest black American magazines
Cast member Draya on the Wendy Williams Show