/// These Are the Biggest Hurdles Facing Social TV

May 14, 2013  |  Media Week

TV has a new love—that little blue Twitter bird. And like any new infatuation, the promise of what’s to come is almost too good to be true. Most recently, the Grammys became #Grammys . Host LL Cool J ( @llcoolj ), when not busy doing bicep curls off stage, spent most of the evening hyping the “Hashtaggrammys.” At one point, Beverly Jackson ( @bevjack ), senior director of marketing/social media for the Grammys, tweeted that they were averaging more than 200,000 tweets per minute. The only thing CBS didn’t do in promoting its Twitter social connection was put a hashtag on Carrie Underwood’s dress. She’s @carrieunderwood, by the way. On the heels of Nielsen and Twitter announcing a Twitter TV rating system and the social giant’s acquisition of T V social monitor Bluefin Labs , it is clear that 2013 will be the year social TV makes its first full-on run at becoming mainstream. Exactly what that thing will be is still unclear. For social TV to be meaningful to advertisers and TV viewers alike, a few pieces of the puzzle have to be put into place. For one, we need to find a way to make tweeting work for live episodic TV as well as it does for event TV. Massive watercooler moments like the Super Bowl, the Oscars or even the presidential elections are ideal for social TV. Recent Trendrr Social TV data found that eight of the 10 most popular cable shows were reality/sports content. For the Grammys, the E! Network’s pre-event red carpet show drew as many social TV mentions as The Simpsons, the longest running scripted show on network TV. Scale is a must for marketers, but it’s not there yet for social TV during the average drama or sitcom (with the exception maybe of The Walking Dead ; the AMC show’s season premiere did 10 times the social media traffic of The Simpsons on Fox). We also need to find a way to get hashtag TV out of its own echo chamber and apply some filtering to Twitter. During the Grammys telecast, LL Cool J joked about being backstage trying to keep up with all the tweets being posted. Since the volume of tweets (at 200,000 per minute) would be the equivalent of a full-length novel every hour, I’m guessing no one read every single comment made about the show. This challenge is not only for celebrity award show hosts but also all Twitter users. This is a big, long-term problem for the social site. If you can’t keep up with the chatter, you have a skewed noise-to-sound ratio

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These Are the Biggest Hurdles Facing Social TV

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