Knowing that many TV viewers watch their favorite shows with smartphone in hand, network execs are keenly aware of the power of the perfect hashtag.
While the show title itself, or certain character names, are always
reliable hashtags, many of the most successful hashtag efforts go a step
further: a mixture of the familiar and enticing, all in as few
characters as possible.
"There is truly an art to the hashtag. It's a language all its own,"
said Colleen Mohan, svp of brand marketing for USA Network. "It's like
writing a headline or a jingle. And we put a lot of effort into them."
That's because engaged fans on Twitter become key marketers for a show. A new Nielsen study found that Scandal had the top program loyalty of any TV show on Twitter last season, with 24 percent of Scandal's Twitter "authors" sending tweets about three or more episodes.
Adweek asked marketing and social media execs from CBS, The CW and USA
to share their best TV hashtag tips. Here's what they had to say:
Posts
0 comments:
Post a Comment