Skillful Antics is welcoming a guest writer from The Marketing Zen to educate us on Social Media Blunders. Read the article below to learn more!
One of the most hotly contested discussions in the social media community are spoilers, and whether or not to post them. This seems to be a topic of division for many people. Ever since the introduction of technologies such as DVR and online streaming, television viewers have had endless options as to how they prefer to watch their favorite television shows and movies – recorded, online and more. The premiere of a new movie is hardly the spectacle it once was, considering viewers rarely have to wait more than a few weeks to see it online.
The Changing Times
The anticipation for new movie releases has dissipated, but one thing that has not changed at all is the anticipation for the finale – the main plot twist, conclusion or takeaway from the film or television show. Due to the wide variety of viewing options, viewers are rarely watching new content at the same time. Whether the finale of a popular show has been recorded to view later, streamed online the next morning or simply delayed because of time zone differences, people are not viewing the new content simultaneously or in the same place.
Once upon a time, new, high-profile content premiered at the same time nationwide, meaning that everyone was viewing it as one, large group. This really facilitated the job of marketers, especially those in charge of managing social media marketing for a television show or movie. Once the premiere or finale aired, they could assume that everyone who wanted to see it had already done so, meaning that they could post any content they wished about what happened in that episode.
Marketers do not have this freedom anymore. It is important to embrace the various technologies that exist today and realize that most people are not watching the show as it premieres, but rather at a later time. In this case, it is inappropriate and discouraging to fans to publish content about what happened in the episode on social media pages. Marketers are cannibalizing their own show, spoiling the episode for those who have not yet watched it – a great example of spoilers gone wrong happened not too long ago with “The Walking Dead” Social Media team on facebook. Hordes of angry fans took to the social network after a picture spoiler was posted 2 hours before the west coast even had a chance to watch the episode and thus effectively ruined the most shocking moment of the season. If you are curious you can find their social media blunder here: Walking Dead Spoiler
The Origin of Spoilers
The world of social media and online activity moves very quickly, spreading information and updates like wildfire. On the one hand, it is unrealistic for a show or upcoming film to shield its fans from spoilers of all types. Media outlets release information, and friends of the viewers post important plot twists on their personal social media pages. These types of spoilers will continue to happen, much to the dismay of the show or movie producers.
On the other hand, producers do have control over whether or not they themselves add to the spoilers released online. Social media pages of the television show or movie should not post information about the content of the newest episode directly after it airs. Not only will it ruin the experience for many viewers, it will also cause them to stop following your page on social media for fear of the same thing happening in the future.
Recently, the social media pages for The Walking Dead published a photo directly after an episode aired on the East Coast, giving away a major plot twist. The company failed to consider the time differences, not only across the US but also around the world, spoiling the finale episode for thousands of viewers. Unsurprisingly, fans of the show were up in arms about the photo posted on The Walking Dead social media pages. This type of backlash is negative publicity and turns viewers who were once fans of the show against you. While it may not be possible to stop every third party from posting updates, it is important that you don’t post the spoilers yourself.
Let the Fantasy Live On
When you stop to think about it, television shows and movies are successful because they transport viewers into a fantasyland. Instead of stressing about what happens next in their own lives, they can live through the characters in the show, their decisions and the results of those decisions. As a die-hard fan of a television show, a viewer can personally identify with a character and connect with them on a deep level, indulging so much that it is easy to forget that the show is all make believe.
When shows post spoilers, this fantasy shatters for all of its viewers. Instead of indulging in every twist and turn in the series, they already know where the story will end up, ultimately reminding them that a story is just a story. The fantasy is ruined and, sometimes, it can be hard for viewers to get back to the place where they were 100% committed and involved in every aspect of the show.
Spoilers in today’s society have become a regular occurrence in the online world. While television shows and movies cannot stop every spoiler from being posted by a third party, they can control their own social media pages and ensure that no detail about the plot or content of the show is posted too soon after a premiere or finale episode. Remember that time zone differences and emerging technologies allow viewers to watch at their convenience, meaning that even more care needs to be taken by producers to ensure that the timing is right and a spoiler is never posted.
Guest Author: Deanna Ayres is the SEM Strategist and Community Outreach Supervisor at The Marketing Zen Group. She loves to come up with new content strategies for and with her team and believes that connecting on a personal level is vital to success. Growing up in Europe has allowed her a unique insight into cultural differences in business & marketing. In her spare time she is a photographer, hobby cook with a love for coffee, gamer and geek. Follow her @deanna_ayres