Real-time obsessing over Ugly Betty? Fierce
By Molly FlattInteresting to see ABC jumping on the real-time wagon. This week they launched ABC Social, an episode commentary feature that allows fans to discuss shows live as they watch them on ABC.com, logging on through their Facebook accounts and sharing the discussion with their friends.
It’s a move towards the sort of pervasive WOM landscape we’ve seen facilitated by Google Sidewiki, where the web is overlaid with a layer of live debate; and ABC is tapping into a particularly rich social behaviour considering that entertainment is one of our biggest conversational connectors: there’s nothing like a juicy episode Lost for bonding, dividing and generally provoking all sorts of people. The network is also ensuring they’re deeply involved in the commentary by including ‘insider’ chat in the windows from network execs and actors as well as featured bloggers; it reflects a trend whereby big companies such as Diet Coke and Adidas are using live content and consumer interaction to bring a sense of self-confidence and authenticity to their brand.
Conversation is most vivid, most compelling, most influential when it’s inspired in the moment, by our emotions. Brands encouraging and participating real-time commentary - difficult to moderate or edit - may seem risky, but it makes for much more engaging and authentic WOM.
via MediaWeek
