Sonia Got highlights at BIT Experience the value of social networks for broadcasters "For televisions, social networks are a great tool to know the opinion of viewers in real time", has ensured the Social Media Manager at Mediaset Spain.
Sonia Got, Social Media Manager at Mediaset Spain, participated today in a plenary session of BIT Experience to address the role that social networks play in promoting the television content.
During this presentation has become evident that through social networks, chains can access their audiences out of television and, therefore, overcomes much of its weaknesses, as the transience of their messages or inability of interaction.
"For broadcasters, social networks are a great tool to know the opinion of viewers in real time", he assured.
In Mediaset Spain track in real time about 200,000 comments a day thanks to the development of a proprietary tool (Sonar). According to the information handled by the audiovisual group, around 52% of social activity in Spain refers to Mediaset, being the realities the format that arouses more interest.
Sonar has been designed based on a structure tree, by monitoring almost unlimited terms in real time. With the information gathered, the group responsible for the monitoring of networks prepares a series of alerts and daily reports that provide quantitative and qualitative information both channels of the Group and of the competition. These reports are aimed at different departments such as marketing, programming, production and advertising (Publiespa a).
Dependence on Twitter and Facebook
According to Sonia Got, Mediaset has a very high dependence of two networks: Twitter and Facebook. However, "the conversation in Twitter is falling towards others sites as groups of Whatsapp where not have eyes or the areas private from Facebook or Instagram", has recognized. "The dark social IM complicates decision-making" Got added.
Another important unit is the Facebook. "Is there an alternative? With 2,000 million users, it is difficult. We are in the hands of Google and Facebook. Instagram, which belongs to Facebook, is growing strongly, but also has a great organic weight but sometimes already we find stories that bring more traffic than FB. But, at the moment, it is not a frequent phenomenon", said.
It is noteworthy that Big brother VIP the only program of Mediaset, which has not been reduced is its volume of comments in recent years by registering more than eleven million tweets per year.
Got has reviewed in his speech some of the "tricks" that uses Mediaset to boost the networks as the almost continuous emergence of hashtag in the graphics of screen or through participation active presenters of different programs that introduce the social thread in his comments in antenna.
On the other hand, he noted that it is essential to "create communities of fans of a program, or even a genre (sports, dating, music or realities)". Thanks to all these strategies, Mediaset Spain has managed to bring together 39 million followers by adding all the social networks through 650 open accounts (a hundred of them, active throughout the year).
The voice, which is coming, big brother, women, men, and vice versa... are some of the areas of Mediaset with more social movement. However, "each day it costs more start new accounts, because there is too much content in social networks", has admitted the Social Media Manager of the media group.
In terms of web traffic, the websites of Mediaset added 11.6 million users a month.
Finally, Sonia Bot has dealt with the use of bots. In the case of Mediaset already has carried out some experience with the latest Europe or big brother, emerging as a very interesting tool. From an advertising point of view, commented that the branded content with engaging content is creating interesting synergies.
BIT Experience is organized by IFEMA and Comunicare Digital, with Panorama Audiovisual as main media partner, and the sponsorship of Aicox, Etiqmedia, Harmonic, SES and Sony (diamond); Akamai, Aspera, Cellnex, Hispasat, Intinor, Riedel, Rohde & Schwarz and TMediaT (gold); Axion, Ebantic, Tedial, VHD and NSP (Silver).
More information and subscription (free for professionals) here.
Acceso al ESPECIAL BIT EXPERIENCE 2017 en Panorama
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Sonia Got highlights at BIT Experience the value of social networks for broadcasters "For televisions, social networks are a great tool to know the opinion of viewers in real time", has ensured the Social Media Manager at Mediaset Spain. 
