The endeavor is a network-wide initiative designed to leverage the presence of show fans on social networks and incentivize them with points for engaging with content -- i.e. watching videos on NBC.com, Liking shows, chatting and recruiting friends. Points can be redeemed for goodies like NBC merchandise, show previews, virtual goods, badges and sweepstakes entries.
Social media has given television viewers a platform to express their love and hate for network programming. In fact, sometimes -- as was the case with Chuck -- social media serves as an amplified microphone for television viewers dismayed by show cancellations; other times, it can help boost ratings for live award shows. NBC's new platform acknowledges that television viewers with a social media presence are individuals who wield power -- individuals the company wants on its side.
If the program takes off, Fan It could possibly serve as a precursor for redefining metrics around television viewing audiences. The television ratings system has remained relevantly unchanged since 1950. One company, Nielsen Media Research, has always been responsible for audience measurement and those measurements play a significant role in determining network advertising rates. Data from social networks could become an important new element in measuring audience engagement.
If done right, NBC's initiative could move the industry towards officially recognizing the significance of social media.
[img credit: Edgar Zuniga Jr.]