It’s implicit in what’s been said so far that CBS views Katie Couric’s departure as a plus in terms of TV ratings, but what will happen to CBS Evening News’ social presence when Scott Pelley takes over?
Couric has made social media a major part of her tenure at the Evening News and has used it to stay connected with her audience — something that was harder to do on a hard news program than when she hosted the Today Show. Pelley, on the other hand, just started his Twitter account last week and has yet to say anything. (Note/Update: Pelley’s account isn’t verified, but CBS confirmed to Lost Remote that it’s the real thing.) He also still doesn’t have a proper Facebook page.
Pelley comes from 60 Minutes, which, while it has established itself socially, could improve its cache in the social sphere.
CBS apparently is concerned enough about its social presence to open a Twitter account for Pelley, but what will be interesting to see is how much the man himself embraces it. Arguably, social media has come far enough that Pelley needs a Facebook and Twitter account (if only to absorb news tips and squat on the name), though maybe not to the point that he necessarily needs to do anything with it on his own. We hope his Twitter account will be more than teases for the newscast and an automated RSS feed.
What’s also worth considering is whether there’s even any point in reaching out to an audience that may not be there. If social users are getting their news all day long and don’t have any reason to tune into the Evening News — and CBS’ goal is clearly to raise the show’s ratings — CBS may not have much of a reason to put an extraordinary amount of focus on its social presence.
What do you think: Will the Evening News become less social? Does it matter? Will you watch either way? Let us know below.