Building a social community is not easy. It just looks that way with all the scrolling and clicking. And while it’s always nice to engage with fans on established social networks, Elaine Feeney, CEO of Wayin, thinks that too many marketers are missing out on driving fans to dedicated communities. Television, especially live television, is a perfect fit for this. She said in an interview with Lost Remote earlier this month that:
People want to see what other people are saying. When these brands have these calls to action — they’re generic. Drive them somewhere! There are so many additional ways to get them to come back and find out more about the topic that you got them interested in.
It can be simple. She cites the MLB, a Wayin client, as an example. They use the Wayin tool to drive post-season conversations, with polls and other calls to action on the network. This week, Wayin launched a new tool for marketers to search real time conversations on the Internet and leverage them for further engagement. The search engine allows you to conduct advanced searches across Twitter, Instagram, and Facebook and analyze the key terms to determine “sentiment and broader context around certain social content and conversations.”
During the Indian elections last spring, English broadcaster Times Now was able to shift the discourse during debates using Wayin’s tools. So when a candidate said that a question was superfluous, the moderator was able to pull conversations from social media that showed the very opposite and nudge a response out of him.
The new search engine builds on that premise. Whether it’s through Wayin or not, it’s apparent that we’re finally shifting from just adding a roll of tweets to the bottom of a screen. More and more, social activity can help producers create their own adventure of sorts.