I love TV and I completely understand that we live in a social media age, but sometimes people should put some thought before they hit the ‘submit’ button before publishing a tweet, Facebook post and/or Instagram photo.
Readying Gary Vaynerchuk’s book has illustrated that point to me in so many ways. Sure, you’re office hours are from 9am- 5pm, but social media is on a 24/7 cycle and you have to be extremely careful about how/when you post.
For example, three years ago when I used to watch The Walking Dead (I know, I know), AMC posted this image on their official social media account:
No big deal right? Wrong. This post went up at 10pm Eastern Time. So if you either lived in a Central or Western timezone or had to work during the episode and planned on watching it later, the series spoiled the death that they had been alluding to all season in one ill-thought click of the button. Did it hurt their viewership? No, it’s still one of the most watched shows on TV. But it did teach a mighty lesson to other shows to be extremely careful on how time sensitive a social media post truly is.
Actors are also not immune from this. Most recently Jason Isaacs tweeted this photo:
Nice chair. Hope it’s comfy. pic.twitter.com/xwfdWAmBQW
— Jason Isaacs (@jasonsfolly) March 7, 2017
Up until that moment, NO ONE knew what his involvement with the new Star Trek series entailed. But with one click, he told his over 113,000 followers and forced CBS’ hand to reveal that he would be playing the Captain of the series, well before CBS initially wanted to announce it.
This is why Disney is boss. They give the fans exactly what they want without giving anything away.
Disney has been running textbook social media campaigns since the beginning of this year starting with their billion dollar baby Beauty and the Beast,
— Disney (@Disney) March 9, 2017
the upcoming Guardians of the Galaxy,
— Disney (@Disney) March 23, 2017
and, of course, Star Wars: The Last Jedi
— Disney (@Disney) April 14, 2017
Netflix is also extremely intelligent with their social media. They have a tricky situation. More than AMC did when their ill-advised tweet. Just because a show drops, Netflix doesn’t assume that people will watch it that weekend. Some shows take time for people to find and they ingest it at their own leisure. Netflix understands that and is constantly tweeted about shows weeks after they dropped on their streaming site, reminding people they are there and help facilitate a conversation between you and them once you’ve found it.
With the release of their original series 13 Reason Why, they found siblings to explain to each other on why they matter to them. It would be hard to craft a social media campaign on a show about a teenage girl who commits suicide, but Netflix executed it with elegance.
— Netflix US (@netflix) April 7, 2017
Let’s face it, mistakes will be made. Not everyone can be like Disney and Netflix. You’re going to take a few punches, but the point is to get back up and keep trying. Find what works for you. Find what works for your audience. And once you’ve got that sorted, the social media landscape is yours for you to conquer.