March 30, 2012
A few nights ago, our client WFAA Channel 8, the ABC affiliate in Dallas, ran a story on the 10pm news and then asked the audience to vote via text at the end of the segment. In ten minutes, over 2000 votes poured in and the station was able to broadcast their audience’s response only thirteen minutes after airing the story.
The same exact question was then put forward to Facebook fans immediately following the broadcast. Twenty-four hours later, the question had received 155 likes and 183 comments. In 24 hours a little over 300 people interacted with the story on Facebook versus over 2000 in ten minutes via text. Why? I could give you lots of stats and theories, but one real human behavior shift comes to the front of my mind. Mobile phone users typically have the phones within arm’s reach 24/7. It takes me less than 25 seconds to text in my opinion and have my voice heard. We as humans want to be part of the news. News has evolved… it’s “our” news now, not just some announcement system.
Next time you are excited over 300 responses to a question on social media, stop and think how much more data you could have gotten if you’d partnered your social media with text. Allowing users multiple platforms with which to interact helps them participate in the community they’re already a part of.
- Jeff Kilman, CEO
Photo credit: Flickr user roland