The traditional broadcasting environment, characterized by a one-way information push, is starting to shift towards a far more collaborative, shared group activity. As more and more consumers become connected via the Internet, and as broadband, broadcasting, and information technologies converge, broadcasters and networks find themselves in the middle of a significant shift in communication patterns from one-to-one to one-to-many.

The Internet is rapidly becoming a dominant, readily accessible broadcasting platform, and social media is emerging across all media streams. Social media providers not only encourage viewer participation and contribution, but they put the power of media in the hands of consumers and transform those consumers into content producers.

These consumers become engaged participants as social media content, such as Twitter and Facebook, is integrated into the viewer’s experience. For example, sports fans love to be part of the game and many now Tweet using their phones. Sharing Tweets from fans originating from a stadium, arena, or ballpark makes fans part of the game. Television viewers comment and react during their favorite shows on laptops and tablets and stay engaged with reactions during the post-show buzz. Show followers seek out and connect with others to feel more connected to the show.

The link between broadcasting and social media is undeniable, and audiences, more than ever before, want to be part of the program. Social media is now used to calculate a portion of television ratings, and there is a direct correlation growing between back channel traffic and ratings. While a significant increase in online traffic won’t necessarily indicate that a large audience is physically watching, it signifies that people are talking, and more importantly, a growing audience is listening. Integrating social media can drive and direct what’s being said and heard.

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