The entertainment industry is likely one of the sectors most affected by the growing use and development of social media. What makes this industry so special, is the varying aspects that compile to form it, and therefore are individually affected by social media. Some of these independent components i
includes
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actors and actresses, movies and shows, directors, television companies, and even production crews. Social Media has changed the way these individual factors can market themselves, and how they are perceived by the general public (Joe). In a way, this almost adds pressure to the individuals involved, to preserve their public image. When speaking in particular about television companies and programs utilizing social media there are several norms these companies use to maintain good use of social media, including: posting content geared around the cast, as well as content from “behind the scenes” (Gurevich). These methods allow for the audience to believe they have a sense of unrestricted access, which allows them to stay engaged. Companies also utilize trailers, and posts with foreshadowing to further this engagement, for example: a company will post a clip from an upcoming episode that has not yet premiered. HBO, which stands for Home Box Office Incorporated, is the largest Pay-TV channel in the United States. Founded in 1972 by another television company, HBO had a slow start to the company. They began to make profit in 1977 and have been expanding ever since (Funding Universe). As an entertainment company, it is important for HBO to utilize social media as a tool to promote and market their product of entertainment.
HBO utilizes social media excellently, as a third party marketing tool. They do several things in particular that allows them to engage with their audience in the best ways. For one, they chose to amplify the excitement fans have surrounding series’ they release (Beer). They do this by beginning conversation on social media, and posting content that is intriguing to fans, allowing them to sustain the conversation. Additionally, they increase the excitement by posting snapshots into unreleased episodes. These are clips and sometimes images, that are foreshadowing. This content produces social media conversation naturally and allows for fans to speculate regarding upcoming content.
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Additionally, they lower the barrier of entry to participation in social media regarding HBO-related content. This means individuals can participate as much as they want, with any level of knowledge regarding the show. This expands the use of social media content, as well as the level of participation of viewers (Beer).
The social media content produced and facilitated by HBO is the accounts HBO runs. They utilize platforms like Instagram and Twitter to release this content, and do so effectively using their methods. These platforms also prove to be the most effective, as they allow for the most shares amongst
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viewers. However, one of the cons of using social media on these platforms is the lack of filter for content viewers post. For example an individual can binge watch a season or simply watch an episode before another, and spoil the content for hundreds.
Overall, I am genuinely impressed with the way HBO utilizes social media to market their entertainment. However, if I could make two suggestions to their marketing department regarding the use of social media, I would suggest:
- Suggesting Limited Content of HBO-related shows:
I would put this in place to try to decrease the number of spoiler posts that circulate during the duration of television series
- Posting more content with cast:
More content regarding the individuals who act in the shows would allow for an increase in audience participation in the show. By allowing them to seemingly connect on a more personal level with the cast, this decision could drastically increase their engagement in the show.
Sources:
Beer, Jeff. “Winter Is Always Coming: How HBO Wins The Game Of Social Media.” Fast Company, Fast Company, 18 Apr. 2014, http://www.fastcompany.com/3029257/winter-is-always-coming-how-hbo-wins-the-game-of-social-media.
Gurevich, Alex. “Social Media Marketing in the Entertainment Industry: 10 Ways to Win.” Hearst Bay Area, marketing.sfgate.com/blog/social-media-marketing-in-the-entertainment-industry.
“Home Box Office Inc.” FundingUniverse, http://www.fundinguniverse.com/company-histories/home-box-office-inc-history/.Joe, Michelle. “How Social Media Has Changed The Entertainment Industry.” Social the Lifestyle Magazine, 3 Nov. 2018, socialifestylemag.com/2018/11/how-social-media-has-changed-the-entertainment-industry/.
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