The Voice has done a great job of using social media to make viewers feel like they are part of the show instead of simply watching it. One of the biggest successes was connecting the television experience directly to social media. Features such as the Instant Save allowed fans to participate by voting for artists through Twitter, with the results being shown on the show in real time. This gave viewers a reason to stay engaged while the episode was happening and created a sense of urgency. The show also used behind-the-scenes videos, fan content, influencers, and interactive hashtags to give audiences additional ways to participate.
The social and consumer experience was handled successfully because The Voice gave fans different ways to interact with the show. Fans could vote, share their opinions, watch behind-the-scenes content, and see their own content featured. The strategy also allowed the show’s coaches and artists to interact with fans in a more personal way. These activities helped make the audience feel connected to the performers and the overall show. The results from the example demonstrate the success of this strategy, including millions of tweets and millions of people viewing those tweets during episodes.
The Voice also handled its digital followers by consistently providing new and exclusive content. Instead of only posting advertisements for upcoming episodes, the show provided content that fans could actually interact with and share. The #BehindTheVoice experience, for example, gave followers access to photography, videos, GIFs, and other behind-the-scenes material. Working with influencers on different platforms also helped the show reach audiences in different ways.
One thing that could have been done differently is making the experience easier to manage across all of the different social platforms. The Voice used Twitter, Facebook, YouTube, Instagram, Snapchat, Tumblr, and other platforms. While having a presence on many platforms can increase reach, it can also make it difficult for fans to keep up with everything. A centralized mobile experience could make it easier for viewers to find voting information, live content, videos, and social conversations in one place. This could create a more consistent experience without taking away from the social interaction that made the show successful.
Today, NBCUniversal continues to provide a personalized digital experience through its NBCUniversal Profile. The profile allows users to manage communication and privacy preferences, while information connected to the profile can be used for audience measurement, content recommendations, performance analytics, and personalized advertising. NBCUniversal also states that users can manage or delete personal information they have shared. These features demonstrate how the company continues to use digital technology to personalize the consumer experience.
Ethical engagement is important because social media requires companies to be responsible with the information they collect from consumers. Giving users control over their communication and privacy preferences can help create greater transparency and trust. NBCUniversal’s profile system provides users with choices regarding their information and communications, which supports a more transparent digital relationship with consumers.
Overall, The Voice successfully used social media to turn viewers into active participants. The combination of live voting, fan content, influencers, behind-the-scenes material, and social interaction helped create a strong connection between the show and its audience. Although managing multiple platforms can be challenging, the strategy demonstrated how television and social media can work together to create a more interactive consumer experience.
References
NBCUniversal. (n.d.). The Voice social media strategy and results. NBCUniversal.
NBCUniversal. (n.d.). NBCUniversal Profile. NBCUniversal Profile
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