Twitter and Glee Creating a New Social Media Trend
The all singing all dancing TV show Glee is part of a new social media trend that is re-shaping our TV experience, making it real time viewing. The majority of Glee fans (a fan base that includes President Obama, former UK Prime Minister Gordon Brown, Britney and me...yes an eclectic group of groupies!) watch the show along with their smartphone or laptop, so they can keep up with what everyone is saying on Twitter.
This is a TV show that has captured the attention of Twitter world and its popularity has had an impact on Twitter and television. It has made Twitter a tool that has brought audiences back from the land of DVRs. Twitter CEO Dick Costolo discussed the Glee phenomena at the Consumer Electronics Show this January when he talked with Kara Swisher, saying that TV and Twitter have an interesting relationship because an increasing number of viewers watched TV with a device in their hand.
Costolo goes on to explain this social media trend and said, "The characters on Glee actually tweet and they tweet during the show. When Glee starts, the moment it airs for the first time on the East Coast, the tweets per second for Glee shoot up. They stay up there at a super high level at hundreds of what they are before the show comes on until the moment the show ends and then they drop...People feel like they have to watch the show while it's going on because the community is tweeting about the show and the characters are tweeting as the show's happening so watch it in real time."
Costolo’s thinking is supported by Jenn Deering Davis, Co-Founder of Appozite who said that TweetReach, a tweet-tracking media analytics tool saw the same social media trend during the recent Golden Globe awards. As Glee not only took the award for ‘Best TV Series’, but also for reaching the largest audience, with one #Glee tweet being retweeted 2,262 times, passing its nearest competition by 1,348 retweets. This clearly shows that Glee has managed to create not only a following of Twitter-dependent fans who love to tweet about it but also a social media trend.
Twitter is a social media platform that allows a collective experience while watching television and this was seen last year during the Football World Cup, which was a collective global experience. Pre Twitter our TV experiences were subjective and isolated. Now Twitter and other social media platforms have opened and shaken up our viewing experiences, allowing TV to be far more fun, social and interactive. Again this can be seen with reality TV programmes like American Idol and X-Factor, where people post out their thoughts as they are watching the shows. So, maybe connecting Twitter with television is just what is needed to reach bigger audiences (in fact global audiences), making real time viewing popular again and creating a new type of social media trend. What do you think?
Photo Credit: WatchwithKristin