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How much greater is the impact of a tweet that also appears on a major network primetime broadcast?

Tweet-Peat: FOX Television uses social media to engage viewers

Traditional media’s usage of social media is a popular topic here on CisionBlog, from the Chicago commuter daily RedEye’s community-generated Lollapalooza coverage to TV entertainment reporter David Viggiano’s blogging and Facebook efforts to Black Enterprise moving all of its breaking news coverage to its website.

Now FOX Television Network is joining in the game. Starting tonight, viewers of hit shows “Fringe” and “Glee” can watch a re-run of the latest episode and live tweet with writers and stars from the show in an event FOX has dubbed a “Tweet-Peat.”

Glee on Fox

The Future on Fox blog features the Twitter handles of individual writers and stars – and also the main handles for each show, @FRINGEonFOX and @GLEEonFOX. Broadcast viewers will be able to view tweets on the bottom portion of their screen.

According to TheWrap.com, this is “apparently the first time a broadcast network has attempted such a stunt, though some cable networks (including CNN and MTV) have used live Twitter feeds on-air.”

These events really embrace what social media is all about: community. Viewers are no longer solely the audience, but participants in the broadcast, interacting with easily-accessible writers and stars.

So what does this mean for communications professionals? Well, it allows us to take a lesson from traditional media outlets by further reinforcing the need for us to interact as members of a community.  It also begs the question: How much greater is the impact of a tweet that also appears on a major network primetime broadcast?

Tags : social media

About Heidi Sullivan

One of PRWeek’s 40 under 40 in 2012, Heidi Sullivan is Senior Vice President of Digital Content for Cision and a self-proclaimed social media metrics nerd. She leads the company’s digital and broadcast content teams, the global research team for Cision’s media database, Cision’s social media community team and the company’s content marketing strategy. You can find her on Twitter @hksully.

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