The networks have clearly grasped the potential of social networking, where the success or failure of a show may depend entirely on word of mouth marketing:
According to network execs, word of mouth is the second most-effective driver of program sampling (the first is the on-air promotional spot). So, this year, they’ve stepped up their use of online advertising, grassroots events, and out-of-home venues and stunts.
Michael Benson, co-evp, marketing at ABC Entertainment Group, noted, “The way word of mouth spreads is evolving. … We’re trying to utilize all sorts of digital platforms [to] find the audiences that will watch specific programs. And there’s no cookie-cutter formula; every show is different.”
This is very good news for Facebook, in particular. The popular social network has struggled to increase its presence in music and video consumption– two areas in which rival MySpace has remained dominant.
via Nets Try Fresh Tactics to Spur Word of Mouth.
