As reported by Mashable, NBC launched a new network loyalty program that relies heavily on the use of social media. The name of this new social media platform is “Fan It” and it utilizes NBC’s existing online fan community, myNBC, as well as Facebook, Twitter, MySpace and Foursquare. The initiative aims to increase television viewer loyalty by rewarding users who promote, interact and discuss NBC TV shows.
This plan is being rolled out across the entire network and is designed to leverage the presence of fans on social media networks by incentivizing them with points for engaging with content such as watching videos on NBC.com, “Liking” shows, recruiting friends, etc. These points can be redeemed for NBC merchandise, show previews, virtual goods, badges and sweepstakes entries.
Social media has given television viewers a platform to vocalize their love/hate for network TV shows and the decisions made by network executives (i.e. cancelling TV programs). By launching “Fan It”, NBC is acknowledging that TV viewers with a social media presence have tremendous influence and the network wants to help facilitate that power.
If done right, NBC’s “Fan It” could redefine existing metrics and help form new ones in regards to television viewing audiences. Since 1950, the television ratings system has remained relevantly unchanged as one company, Nielsen Media Research, has always been responsible for audience measurement. These measurements play a significant role in determining the advertising rates for network TV programming. The data gathered from social media could become an important piece is measuring TV viewer engagement.
