We've barely tapped into TV's new love affair with social media

26 November 2009

After a bit of poking, TV and Facebook are now firm friends sitting on a virtual sofa.

Spurred on by hit shows such as The X Factor, Peep Show and Fast Forward and hit ads such as Seemples, increasing numbers of people (for example, the official ITV X Factor groups now have 1.65 million members) are joining TV-related Facebook groups as a way of extending their relationship with TV.

People have always wanted to have deeper relationships with TV programmes. Previously they could buy a box set with special extras, buy the mug or boardgame, write in to Points of View or visit the studio. Now, through social media, TV fans can join together online and share their passion - and it is benefiting the programmes by increasing loyalty.

Work Research has just completed a study of how Facebook groups function with TV content. It discovered a burgeoning relationship and some patterns of usage are emerging.

Among its findings, it was found that official groups are more appealing because they feel more credible and authoritative. They often feature exclusive content or added extras.

Facebook groups have become an important method of social ‘badging’, acting as a way for members to define themselves and their personalities through public endorsement.

The research also uncovered some interesting patterns in terms of how and when TV-related Facebook groups are used. There was very little evidence of Facebook being used during real-time broadcasts because fans don’t want to interrupt their viewing. So the majority of usage takes place immediately after the programme finishes as group members dash online to discuss what they’ve just seen.

The intriguing news for advertisers is that fans of TV shows and channels featured in the research, such as The X Factor, Peep Show, Flash Forward and Sky Sports, were open to the idea of sponsoring brands getting more involved in the official groups and appear to be increasing their use of social media to engage more with the TV ads they love. The 600,000-plus Seemples Meerkat fans are testament to that.

It is early days in understanding how to make the most out of this relationship. But it is another example of internet media capturing and amplifying TV’s effect to the benefit of both. TV companies are proving adept at online social networking and are enjoying seeing TV fans demonstrate their passion. They are even promoting Facebook or Twitter official sites at the end of shows along with their own websites.

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