Television networks have been making use of social media for some time now in order to understand a world of consumer behavior, everything from what plot lines viewers react to, to what actors are most popular to who their super fans are and what other shows and products those super fans like.
The one place TV has had a blind spot, however, has been around live events. Unlike the people tweeting and posting about TV shows, a good portion of the audience at live events are not social media “pros” and, as such, tend to omit hashtags or even actual mentions of the name of the event they’re posting about.
That’s largely because they are posting for different audiences. TV show superfans are posting for other superfans or for the general public, while fans at live events are posting for their families and friends. That’s one reason why the former are heavier Twitter users, Twitter being a largely public forum, while the latter, the live event attendees, are mostly posting on Instagram, which, for most users, is a place they share their lives with family and friends.
Read the full article on Forbes.