As we look at the fall TV season, one thing is clear: The networks are largely failing at using social media to promote their shows and to interact with their audiences. Social media is a critical tool, especially for new shows hoping to find an audience. But very few programs are going beyond the bare minimum of having a modest social media presence. That’s not enough.
In our article “This Is Us Leads Rookie Show in Facebook Likes,” we checked how the new shows stacked up on Facebook. The answer: poorly. Only This Is Us and Designated Survivor had more than 100,000 likes on their Facebook pages. This Is Us is providing behind the scenes interviews and is answering fan questions. The page has some fun with GIFs, too. Designated Survivor has a couple of original videos from earlier this summer, but is mostly a promo machine offering very little.
Notorious is posting behind-the-scenes pictures and videos. In fact, that’s the extent to which most shows are willing to go. TV seems to think we’re dying to see the same promos in our feeds over and over, with the occasional video of stars fooling around on set.
Instead, the shows should be all over the place reaching out to find an audience and build relationships. There is no engagement from the talent or producers in the comments. Wouldn’t it be great if a fan commented on a promo – and one of the stars answered? Here are some suggestions for a TV show social media campaign:
- #YouInSevenWords: Tweet in seven words or less how you, as a character, would fit in to the show. Winner gets their name used as a one-time (or better) character in a future show.
- Facebook Live from the set: Take advantage of the Facebook Live tool and have us on set during a rehearsal or taping. I know, it terrifies you to think someone may steal the plot of your show. Just have us there, telling us what’s going on, answering our questions and making us feel like we’re part of the team.
- Aftershows: How come every series doesn’t have an online aftershow? I watch fan recap podcasts. TV should take a tip from those. Create a 10-minute show with the director or writer and an actor talking about what we just saw. Even better, do it live and take questions. (Yes, you should do it live for the West Coast, too.)
- Show AMAs: Along the lines with aftershows, have your stars do a Reddit Ask Me Anything (AMA) during the show premiere and keep it going after. How cool would it be to interact with the stars in real time?
You Are The Vanity Card: You know how Chuck Lorre Productions (Three and a Half Men) writes an original vanity card that shows at the end of the program during the credits? It’s only onscreen for a second, but it’s a funny in-joke. Have people post pictures of themselves on Instagram with your show’s hashtag. Then have your production company put fan pictures into the vanity card.- Just Engage! I didn’t invent social media engagement. The actors should be on Facebook and Twitter interacting with the audience. Yes, I know they’re going to say they’re “too busy.” But they’ll be a lot less busy if the show is cancelled. Then they’ll really wish they had an audience.
TV shows need to do more than the bare minimum on social media. And the bar is so low that the first show that really engages with its audience will be a standout.