Feb 26, 2010 at 05:32 PM
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Social Media Unifies Crowds, Trumps Niche Interests

AP's Jack Coyle says that as primetime event ratings soar, social media deserves the credit, making the argument that social platforms like Twitter focus attention on certain premiere events, essentially unifying conversations that were previously fragmented among different niche consumer interests. While many marketers continue to use official media buys to send users to specific social media microsites, feeds, discussion boards, and such, Coyle argues that social media is at least sending as much attention back to the event's official broadcast, if not more than the broadcast is sending towards social platforms. What implications does this have for official sponsors and how they should be using their broadcast media buys?

Coyle writes:

During January's Grammy telecast, hip-hop drummer Questlove tweeted that "watching twitter tweets are better than watching the actual event."

As someone who has won a Grammy with the Roots, attended the ceremony and performed on the show, he should know. And, of course, Questlove, who is an avid tweeter, was doing both: simultaneously watching the show and reading real-time commentary from friends and other connections.

During a big televised event such as the Grammys, it's nearly impossible to be on Twitter or Facebook and not be aware that the event is happening. At the water cooler that is social networks, big shows like the Grammys and Oscars can dominate the conversation and galvanize an audience.