Online comments get turned into data

Which networks and series are hits with folks who tweet? The SocialGuide knows. The service began tracking networks and programming with the highest social networking profiles in May via a measurement called the Social 100.

That measure is based on the total number of public comments posted to Facebook and Twitter during program airtimes on broadcast, cable and satellite, and excludes talent posting comments on their own shows.

The Brooklyn-based company licenses data for 170 networks and more than 4,000 television programs monthly from Tribune Media Services, providing what it says is valuable social media insight for programmers and marketers.

It breaks down data in multiple ways and tracks social activity each time a program or episode runs, regardless of whether it is a repeat. It also measures unique users, who may send multiple comments about a single program, and it reports a program or network’s share of those uniques.

In July, Fox was the most social network, with a 12.27% share of the total universe of 10,557,393 social mentions and a 22.84% share of 614,174 uniques who made a total 2,688,889 comments. It was led by Major League Baseball’s All-Star Game, “Family Guy,” “TMZ” (a syndicated show that airs on Fox Television Stations) and “So You Think You Can Dance.” Runner-up was the CW, with heavy social media traffic around “Maury” “Jerry Springer” — two shows that air on many of the network’s O&Os — as well as its own primetime skein “One Tree Hill.”

In the case of a syndicated show like “Family Guy,” the nets that air the shows get credit if there is social activity for that program. If TBS and CW are airing “Family Guy” at the same time, each network gets credit.

ABC, which aired the 2011 NBA Finals and the finale of the syndicated “The Oprah Winfrey Show,” was the most social television network in May and June.

With only three months of complete data, at least one trend is emerging. The number of comments correlates with viewership levels, which fall as summer progresses. July’s 10,557,393 total comments was down from 12,171,989 in June — which was a slight increase from 11,010,536 in May. Family Guy
Uniques (Share)
159,394
(5.93%)
Followers/Unique
278
Comments (Share)
276,320
(2.62%)
Comments/Unique
1.73
SpongeBob SquarePants
Uniques (Share)
153,695
(5.72%)
Followers/Unique
262
Comments (Share)
233,212
(2.21%)
Comments/Unique
1.52
Basketball
Wives
Uniques (Share)
136,665
(5.08%)
Followers/Unique
375
Comments (Share)
274,246
(2.60%)
Comments/Unique
2.01
Maury
Uniques (Share)
108,959
(4.05%)
Followers/Unique
283
Comments (Share)
223,583
(2.12%)
Comments/Unique
2.05
Jersey
Shore
Uniques (Share)
96,323
(3.58%)
Followers/Unique
324
Comments (Share)
139,576
(1.32%)
Comments/Unique
1.45
106 & Park:
BET’s Top 10 Live
Uniques (Share)
92,487
(3.44%)
Followers/Unique
313
Comments (Share)
164,728
(1.56%)
Comments/Unique
1.78
Pretty
Little Liars
Uniques (Share)
86,613
(3.22%)
Followers/Unique
246
Comments (Share)
176,339
(1.67%)
Comments/Unique
2.04
Phineas
and Ferb
Uniques (Share)
89,135
(3.31%)
Followers/Unique
290
Comments (Share)
128,589
(1.22%)
Comments/Unique
1.44
True Blood
Uniques (Share)
79,105
(2.94%)
Followers/Unique
326
Comments (Share)
172,705
(1.64%)
Comments/Unique
2.18
The Oprah
Winfrey Show
Uniques (Share)
76,129
(2.83%)
Followers/Unique
390
Comments (Share)
122,707
(1.16%)
Comments/Unique
1.61 Source: SocialGuide

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