Broadcasting Engagement

Chapter 14 of “Share This: The Social Media Handbook for PR Professionals,” describes the future of broadcasting. Before social media, communications professionals viewed television and radio shows as the best way to share their message. Today, social networking has changed the way consumers digest information and the way journalists provide content.

Broadcasters can now post their videos to YouTube or link videos to virtually any social media site. Unlike traditional broadcasting, users are more engaged with this content. The consumers have the ability to choose what content they want to watch, to comment on the content, and to share the content. This is why social media broadcasting is more powerful than the traditional methods.

One new technology that interested me in the book was LinkTo. This service can be purchased by a brand, and it will automate an ad to pop onto the screen while the viewer is watching the commercial or video. For example, Febreze had coupons appear on the screen, and the audience could click the ad to print off the promotion.

LinkTo is compatible with multiple platforms including: YouTube, Vibrant Media, Brightcove and Coupons. The company also supplies the buyer with an analytics page that can track customer statistics for you. Also, Vodafone, P&G and QVC have used this service in its modern day advertising.

LinkTo’s technology makes the customers become involved in the brand, by interacting with the video they are watching. It also allows the viewer to have immediate gratification. Customers can see the commercial and immediately click on a site that takes them to a coupon. Also, it makes the video memorable. Most people watch a commercial and easily forget the information. However, with interactive videos, the viewer will have a tangible item that will make the brand’s message unforgettable. Most importantly, it makes commercials measurable through the use of customer analytics.

As viewers change their media consumption habits, brands will have to adjust its strategy accordingly. LinkTo effectively caters to today’s consumer through the use of social media and engagement. This type of advertising gives brands several advantages over the traditional broadcasting on TV and radio.