BBC Two most social media-savvy TV channel but Channel 4 responds fastest

BBC Two has emerged as the most social-savvy of the five terrestrial broadcast networks in a study by Brandwatch.

Social: Majority of conversations mentioning TV networks are on Twitter – but Facebook can be 'more strategic'
Social: Majority of conversations mentioning TV networks are on Twitter – but Facebook can be 'more strategic'

The social media monitoring firm's study looks at how TV channels use social media to communicate with their core audience.

The channels were ranked on five categories including social visibility (the volume of conversation a brand generates across channels such as Twitter, Facebook, news sites and blogs), non-social visibility (the volume of conversation a brand generates on blogs and news outlets), net sentiment (the net sentiment directed at a brand), reach (the growth of a brand’s following over a month) and social engagement (how effective brands are at communicating to their audiences across social channels).

Overall, BBC Two came out on top followed by ITV, BBC One and Channel 4, with Channel 5 ranked the least media-savvy.

In terms of response rates, Channel 4 had the fastest average response rate for tweets, at 2.9 minutes. BBC Two followed with 8.5 minutes, and BBC One responded in an average of 22.8 minutes. Channel 5 had a 62.71-minute average response time, and ITV finished with a 415-minute response time.

The report also found that the majority of conversations mentioning the TV networks occurred on Twitter, with users responding in real time to the content they saw on TV.

Melissa King, media sector manager at Brandwatch, said: "Interestingly, networks like Facebook have the potential to reach a much wider audience than the average tweets. So savvy broadcast channels should consider Facebook to be the best way of spreading more strategic content, such as campaign messages, while Twitter is the best place to generate real-time conversations on their shows with fans."

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