Television and social networks: An analysis of the influence of live-tweeting in the social audiences

Abstract

Social networks have transformed the conception of the television audience. In order to adapt to a viewer increasingly active on the Internet, tele visions conducted social media strategies to generate interactivity and attract users to their social profiles. One of them is based on the live-tweeting phenom enon, in which the conversation is encouraged through publications on Twitter during the broadcast of the programme. This research analyses the effectiveness of live-tweeting as a strategy for promoting user traffic on social networks and its impact in the social audience. According to a quantitative methodology, we have selected four Spanish prime time programmes broadcasted during the first half of September 2016. The aim is to study the network of interactions generated around the programme during its broadcast and the degree of influence of the official profiles in each case.