Traditional and social platforms are working hand-in-hand to boost the reach and depth of engagement of mass media, according to a recent study from Nielsen.The report - Social TV: A Bellwether for TV Audience Engagement - found that activity on Twitter during live broadcasts can often be indicative of audience engagement. It is therefore unsurprising that social networking and broadcast media monitoring are so intrinsically combined.
And, according to Nielsen Head of Twitter TV Ratings Scott Gillham, social media platforms have actually enhanced the real-world sharing of broadcast media content.
Known as the "water cooler effect", families have traditionally gathered around the radio or television to consume broadcasted entertainment and news. While in the past friends and colleagues discussed their thoughts and opinions of this content in real-world conversations, social media is making this possible in the moment.
By sharing their experiences instantly via the internet, audiences are not only engaging with their own friends and acquaintances, but are able to connect with like-minded individuals around the world. This is doing more than increasing their own profile - it also carries the message of the content further than ever before.
Therefore, mass media could easily be attributed to not just a single platform, but the two channels working simultaneously to spread a particular message. Television and radio have long been influential on people's daily lives, with the schedules affecting the times and places audiences consume and respond to media.
However, with the introduction of social, mass media has transformed from a platform through which to inform, influence and educate, to a channel driven by individual opinions, sharing and participation. Though this change is dramatic, it seems that rather than replacing traditional media, digital technology is supporting the spread of broadcast news.
It is important to have both digital and traditional media combined in your monitoring strategies. Keeping an eye and ear on both channels is crucial for getting the full message and staying abreast of your brand's reputation in the public eye.