Fox’s recent experiment of overlaying live tweets on an episode of Fringe was an epic failure unwelcome to Twitter enthusiasts and traditional viewers alike. It’s hard to imagine anyone who understands social technology thinking that this was a good idea. It’s almost impossible to imagine anyone working in entertainment thinking that this would add to, and not detract from, a fictional television drama. Conversations that happen via social media are not necessarily an invitation for businesses to join them. They are, however, business intelligence that can be collected, analyzed, and adapted to. In one of the best simple articles I’ve read on this topic, media and entertainment entrepreneur Patricia Handschiegel writes that,
If TV wants to have a presence online or integrate its offerings online, it needs to think like a user. Not BE a user, not be “part of the conversation,” but understand what is valuable to the user and deliver it. You all should be on Twitter telling us when your shows are going to air and what we can expect, showing trailers, driving us to YOUR website for contests, special footage, etc…Your job is to entertain and inform your audience. Nobody cares what people think of your shows but you, and nobody cares what people have to say about your shows but you… Just because you can “hear” the direct conversations about your brand via the web today doesn’t mean you have to go bananas with it. Listen, use it for insight, adapt your offerings around it, etc. Brands of all kinds are taking all of this way, way too seriously. Your message has always been reshaped and shared among people — the only difference now is that you can see and hear it. This is not something to be afraid of. This is something to use to your advantage.
This is related to what I’ve previously written about on O’Reilly Radar how for businesses and brands (including personal brands) Twitter should mainly be viewed not as a conversation to be involved in, but as a mechanism for providing great content to people. This can be derided by critics as “broadcasting” but there is a happy medium between being in a multiplex chatroom “engaging” with people and merely broadcasting. Listening, understanding, and some interacting is important – but it is not an end goal in itself. This is also related to what I’ve recently written about on PR 2.0, something I call proactive social media (or offensive social media) – filling the information space with great content that people will find if they’re looking for information about your area of expertise or your business sector. This is the strategy that I am beginning to talk about with individuals, government employees, and large and small companies that ask for my advice about how they should best be using social media to interact with the public.