Sonia Got reflects at BIT Experience about the value of social networks for broadcasters Para las televisiones, las redes sociales son una magn fica herramienta para conocer la opini n de los espectadores en tiempo real , ha asegurado la Social Media Manager en Mediaset Espa a.
Sonia Got, Social Media Manager en Mediaset Espa a, ha participado hoy en una una sesi n plenaria de BIT Experience para abordar el papel que las redes sociales juegan en la promoci n los contenidos televisivos.
Durante esta ponencia ha quedado evidente que a trav s de las redes sociales, las cadenas pueden acceder a sus audiencias fuera del medio televisivo y, por tanto, permite superar gran parte de sus debilidades, como la fugacidad de sus mensajes o la imposibilidad de interactuaci n.
Para las televisiones, las redes sociales son una magn fica herramienta para conocer la opini n de los espectadores en tiempo real , ha asegurado.
En Mediaset Espa a monitorizan en tiempo real unos 200.000 comentarios al d a gracias al desarrollo de una herramienta propia (Sonar). Seg n la informaci n que maneja el grupo audiovisual, alrededor del 52% de la actividad social en Espa a hace referencia a Mediaset, siendo los realities el formato que m s inter s despierta.
Sonar ha sido dise ado partiendo de una estructura en rbol, monitorizando t rminos casi ilimitados en tiempo real. Con la informaci n recogida, el grupo encargado de la monitorizaci n de redes elabora una serie de alertas e informes diarios que ofrecen informaci n cuantitativa y cualitativa tanto de los canales del grupo como de los de la competencia. Estos informes se dirigen a diferentes departamentos de la casa como marketing, programaci n, producci n o publicidad (Publiespa a).
Dependencia de Twitter y Facebook
Seg n Sonia Got, Mediaset tiene una dependencia muy alta de dos redes: Twitter y Facebook. Sin embargo, la conversaci n en Twitter est cayendo hacia otros sitios como grupos de Whatsapp donde no tenemos ojos o las zonas privadas de Facebook o Instagram , ha reconocido. El dark social por mensajer a instant nea complica tomar decisiones ha a adido Got.
Otra dependencia importante es la Facebook. Hay alternativa? Con 2.000 millones de usuarios, es complicado. Estamos en manos de Google y Facebook. Instagram, que pertenece a Facebook, est creciendo fuertemente pero tambi n tiene un gran peso org nico aunque a veces ya nos encontramos stories que traen m s tr fico que FB. Pero, de momento, no es un fen meno frecuente , ha se alado.
Es de destacar que Big brother VIP es el nico programa de Mediaset que no ha visto reducido su volumen de comentarios en los ltimos a os registrando m s de once millones de tweets al a o.
Got ha repasado en su ponencia algunos de los trucos que utiliza Mediaset para dinamizar las redes como la aparici n casi continua de hashtag en el grafismo de pantalla o mediante la participaci n activa de los presentadores de los diferentes programas que introducen el hilo social en sus comentarios en antena.
Por otro lado, ha se alado que resulta fundamental crear comunidades de fans de un programa o, incluso, de un g nero (deportes, dating, m sica o realities) . Gracias a todas estas estrategias, Mediaset Espa a ha conseguido congregar a 39 millones de seguidores sumando todas las redes sociales a trav s de 650 cuentas abiertas (un centenar de ellas, activas durante todo el a o).
La Voz, La que se avecina, Gran Hermano, Mujeres, hombres y viceversa son algunos de los espacios de Mediaset con m s movimiento social. Sin embargo, cada d a cuesta m s arrancar cuentas nuevas, ya que hay un exceso de contenido en las redes sociales , ha admitido la Social Media Manager del grupo audiovisual.
En cuanto al tr fico web, las webs de Mediaset suman 11,6 millones de usuarios al mes.
Por ltimo, Sonia Bot ha abordado el uso de bots. En el caso de Mediaset ya ha llevado a cabo alguna experiencia con la ltima Europa o Gran Hermano, perfil ndose como una herramienta muy interesante. Desde el punto de vista publicitario, ha comentado que el branded content con contenidos atractivos est creando sinergias interesantes.
BIT Experience est organizado por IFEMA y Comunicare Digital, con Panorama Audiovisual como main media partner, y el patrocinio de Aicox, Etiqmedia, Harmonic, SES y Sony (diamante); Akamai, Aspera, Cellnex, Hispasat, Intinor, Riedel, Rohde&Schwarz y TMediaT (oro); Axi n, Ebantic, Tedial, VHD y VSN (plata).
M s informaci n e inscripci n (gratuita para profesionales), here.
Acceso al ESPECIAL BIT EXPERIENCE 2017 en Panorama
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Sonia Got reflects at BIT Experience about the value of social networks for broadcasters Para las televisiones, las redes sociales son una magn fica herramienta para conocer la opini n de los espectadores en tiempo real , ha asegurado la Social Media Manager en Mediaset Espa a. 
