Social Media Segments on TV are a Turn-off
An interesting thing is happening in the effort many television stations are making to put Facebook inside newscasts: viewers in many markets think it's bad television. In recent weeks, CJ&N research has asked the question of viewers in multiple ways and across many different markets, and the reaction is pretty consistent. Social media on TV is a yawn.
That certainly doesn't mean social media isn't important to newsgathering organizations. Its worth has been proven over and over again as a two-way line of communication with the online audience. It's a space local television stations must be in. But in terms of creating social media segments on television? News viewers think it's something akin to taking time out to read a newspaper article on-air - it simply doesn't work.
Using social media information to create stories, gather comments, expand coverage or add depth to television reporting certainly makes sense and is valued. But a social media segment of a local newscast? It appears viewers can live without it. By all means, have a great social media presence. But on TV, do what television does best - tell visual, emotional and compelling stories. We'll keep asking questions in research and keep you posted about what we learn.
- John Altenbern