Social media provides an excellent opportunity to extend the experience of a brand. Here's how Jessica Sutherland, senior director for content development at USA Network, explained it at the recent Streaming Media East conference:
"Our goal is to support our on-air properties and we're trying to drive tune-in as much as possible," said Sutherland. "When we create content, we're always striving to extend that show experience on our site, so we have our shows that are on the air when in season, just one hour per week, so we want to give fans a place to go where they can interact with those characters even further."
USA has found the social networking can help in promotion, and that it works even better when fans are rewarded.
"Social helps us drive our fans there, and when we're monetizing that opportunity, I guess what we try to do is give rewards to fans for interacting," added Sutherland.
Scroll down to view the video of the entire panel discussion.
Building a Content Brand Using Social Media
Posted By: Tom Retterbush
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