The relationships between consumers and the brands and products that they love has dramatically changed as demonstrated by the Groundswell movement. As outlined in Chapters 5 and 6, companies and organizations have to listen and respond to their bases and target audiences. Social media helps to facilitate new possibilities. Social media has enhanced the power of the consumer and has forced many companies to switch from top-down marketing strategies to more of a grassroots approach to their decision-making that is largely informed by what their fans and target audience is posting on social media.
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| Social media following is transforming ratings and the fate of television |
One example that clearly highlights this phenomenon well is the relationship between television shows and their viewership. The television industry has been completely inverted in the last few years with the rise of streaming services and original content produced by non-network platforms such as Hulu, Netflix, Amazon Prime, Yahoo TV and others. Historically, the major television networks would battle for the best shows, the highest ratings and to draw the largest audience at target times or 'prime time television'. In the past ratings as assessed by viewership would determine the fate of a television show and whether it kept on the air or renewed. However, the television industry as not only been uprooted by the new viewing and creation platforms but also new social media and marketing.
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| TV Guide cover highlighting the role of the fans in bringing the show back |
Today, viewership and ratings continue to be important however devoted fan bases are proving to be a mobilizing force for their favorite shows. As highlighted in the chapters, existing fan groups and social media profiles for established brands can be really influential. Brands and companies should work with these fan groups, their bases and engage with their social media or organizations. Several tv shows have been revived or returned to the air on alternative platforms due to the enthusiasm and mobilizing of their fan bases. Shows like Community, which once aired on NBC, struggled with ratings after a few seasons but due a campaign by their fans on social media, the show returned and after facing cancelation by the Network, was picked up by Yahoo for its sixth season. The revival of once popular shows returning to streaming services such as The X-Files, Gilmore Girls and Arrested Development among others, highlights that the fans are extremely influential. Nielsen, the primary source for television rankings and ratings, has now begun an entire sector dedicated to tracking social media analytics and to compile separate rankings based on social media engagement.
