A big social TV partnership was announced today. CNN is teaming up with Facebook to create a social, second screen experience for its “America’s Choice 2012” political coverage. The partnership will touch CNN’s “on-air, mobile and online audiences and Facebook’s more than 160 million U.S. users,” CNN explains.
It’s not surprising that Facebook and CNN have inked such a big deal. The social network’s TV guy Kay Madati is a former CNN-er, although he’s not mentioned in the release. “Each campaign cycle brings new technologies that enhance the way that important connections between citizens and their elected representatives are made,” says Facebook’s Vice President of U.S. Public Policy Joel Kaplan. “Innovations like Facebook can help transform this informational experience into a social one for the American people,” he added. Kaplan once served as the Deputy Chief of Staff during the George W. Bush administration.
Details of the partnership:
-“I’m Voting” Facebook App – “The app will enable people who use Facebook to commit to voting and endorse specific candidates and issues.” In 2008 there was also a giant “I voted” button when you logged into Facebook, this seems to be taking it to the next level. The app, which will be available in English and Spanish, will be the biggest on-air component. “Via on-air, online and mobile segments, CNN personalities will use the app to ask Facebook users the most important questions driving the national dialogue and report on their answers,” CNN said, adding that it will serve as “second screen” for CNN election coverage.
–Measuring Facebook Buzz – While there are tons of Twitter analytics available, Facebook is often more difficult to gain value from as most of the content is private. “Facebook will report the aggregate amount of discussion surrounding each candidate and CNN will drill down on specific state-by-state analysis” — truly a compelling partnership that could change election coverage as much as TV did at one point.
–Facebook Surveys – This is where Facebook and CNN will try to tap into the polling business. For both of the conventions coming up and other important dates on the political calendar, “CNN’s editorial department will work with Facebook’s research team to write the questions and publish the results on CNN, CNN.com, and on the U.S. Politics on Facebook page, Facebook’s hub for campaign 2012 information.”
Does this mean CNN will probably use Twitter a lot less during the election? Probably not, as CNN knows how valuable Twitter is as a real-time platform. It does probably mean that CNN and Twitter won’t be working on big partnerships like Twitter previously has with Fox. This is going to a be a partnership worth watching closely as CNN helps Facebook take a big stab at the real-time social TV world.