The second screen experience is becoming more common and recently, lots of second screen data has been focused on Twitter. According to a study conducted by Facebook and TV analytics provider SecondSync, Facebook might give Twitter a run for its money when it comes to user interactions from users during television broadcasts.
SecondSync and Facebook inked their partnership just a couple weeks ago with the goal to help broadcasters understand the conversation happening about television on Facebook. “We’re very excited about this partnership and the opportunity to provide an additional perspective on social TV behavior that draws on Facebook’s rich demographics and broad reach,” said SecondSync managing director in the press release about the agreement.
The agreement may be new but there’s already data available. According to the study, 80 percent of those interacting while watching TV were doing so on a mobile device and 60 percent of interactions happened while the show was still airing. This is a bit of a poke in the eye to Twitter, as it’s generally considered the place to go for live TV interaction. But Facebook’s interactions still might not be as useful as those on Twitter.
Facebook users primarily interacted by status updates and comment strings below those updates, according to the data. Likes were prevalent after a show had aired, serving to keep the conversation alive, as those status updates bounced back up to the top of the news feed. Unfortunately, shares were the least popular method of interaction related to TV programs.
The data also indicate that people interacted with various types of TV content in different ways. Movies and live sporting events gathered more sustained interaction. Dramatic television programs generated a lot of interaction at the beginning and end of the program, while a less scripted shows like Dancing With The Stars generated interactions in tandem with the events on screen. The Super Bowl generated 185 million interactions by 50 million unique users, showing that sports still dominated social feeds, even on Facebook.
Perhaps Facebook is hoping to convince advertisers that the site is a destination for real-time conversation with this SecondSync partnership. But will the new trend become live-Facebooking rather than live-Tweeting?