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="post-1419" class="hentry p1 post publish author-robinsloan category-uncategorized tag-hashtags tag-tv y2011 m03 d25 h04">

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="entry-title">href="http://media.twitter.com/1419/bbcbudget" title="Permalink to The Chancellor and the hashtag" rel="bookmark">The Chancellor and the hashtag

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="date">Posted by class="twitter-account" title="robinsloan" href="http://twitter.com/robinsloan">@robinsloan on class="published" title="Friday March 25th, 2011">Friday March 25th, 2011href="http://media.twitter.com/1419/bbcbudget" class="permalink">∞

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It was href="http://en.wikipedia.org/wiki/Budget_Day" onclick="javascript:_gaq.push(['_trackEvent','outbound-article','en.wikipedia.org']);">Budget Day in the UK this week, and even if that does not sound completely scintillating to you, it’s worth understanding what the BBC did on Wednesday with their multi-platform coverage and a single, simple hashtag.

BBC News editor class="twitter-account" title="trushar" href="http://twitter.com/trushar" >Trushar Barot explains it href="http://www.bbc.co.uk/journalism/blog/2011/03/tweeting-the-budget.shtml" onclick="javascript:_gaq.push(['_trackEvent','outbound-article','www.bbc.co.uk']);">like this:

[I]t seemed to be the right time to test out a different approach—where, rather than trying to tweet from one account, we made sure that all accounts tweeting on the Budget used a common hashtag—#BBCBudget … so that anyone who wanted to find the best BBC content could do so in one place.

Then he adds this angle (emphasis mine):

But I’d say the key beneficiary of the hashtag experiment has been the href="http://www.bbc.co.uk/news/uk-politics-12759543" onclick="javascript:_gaq.push(['_trackEvent','outbound-article','www.bbc.co.uk']);">Live Event Page on the BBC News website. One of our producers who was responsible for ensuring the best tweets went onto the page told me that having a dedicated BBC hashtag had made a huge difference editorially. Since the audience was proactively using the hashtag, it was easier for us to republish those tweets on the website, as their writers had made the choice to engage with us. [...]

The BBC also put #BBCBudget on air just before and just after the UK Chancellor’s budget speech, which happened between noon and 1:30 pm. UK time:

src="http://media.twitter.com/wp-content/uploads/2011/03/bbcbudget_hashtag.jpg" alt="" title="bbcbudget_hashtag" width="600" height="334" class="alignright size-full wp-image-1420" />

And on the graph below, you can see Tweets with the hashtag leap up, thanks both to speech and, I think, the on-air appearances. Look at the sharp spikes just before noon and just after 1:30 p.m.:

src="http://media.twitter.com/wp-content/uploads/2011/03/bbcbudget_graph.png" alt="" title="bbcbudget_graph" width="600" height="455" class="alignright size-full wp-image-1422" />

This isn’t the first time the BBC has used hashtags on air; in fact, href="http://rooreynolds.com/2010/10/22/hashtags-on-programmes-its-the-bat-signal/" onclick="javascript:_gaq.push(['_trackEvent','outbound-article','rooreynolds.com']);">as Roo Reynolds points out, they’ve been a pioneer across a variety of genres, from game shows to music programming. But with #BBCBudget, they’ve made a sharp leap forward, both in terms of using a single hashtag across platforms—the web, TV, and radio (!)—and in terms of using it as an organizing force: a way to bundle up both their own content and all the conversation around it, all in real-time.

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="tags"> href="http://media.twitter.com/tag/hashtags" rel="tag">hashtags href="http://media.twitter.com/tag/tv" rel="tag">tv

id

="post-1391" class="hentry p2 post publish author-robinsloan category-uncategorized tag-hashtags tag-tv y2011 m03 d21 h04 alt">

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="entry-title">href="http://media.twitter.com/1391/trump-roast" title="Permalink to The #TrumpRoast record" rel="bookmark">The #TrumpRoast record

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="date">Posted by class="twitter-account" title="robinsloan" href="http://twitter.com/robinsloan">@robinsloan on class="published" title="Monday March 21st, 2011">Monday March 21st, 2011href="http://media.twitter.com/1391/trump-roast" class="permalink">∞

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="entry-content">

Last week, Comedy Central scored two records:

First, it had the href="http://tvbythenumbers.zap2it.com/2011/03/17/donald-trump-is-ratings-gold-for-comedy-central-leads-most-watched-tuesday-prime-in-history/86156" onclick="javascript:_gaq.push(['_trackEvent','outbound-article','tvbythenumbers.zap2it.com']);">highest-rated Tuesday night in its history, driven by the href="http://www.comedycentral.com/shows/roast-donald-trump/index.jhtml" onclick="javascript:_gaq.push(['_trackEvent','outbound-article','www.comedycentral.com']);">Roast of Donald Trump.

Second, the roast featured the single deepest integration of a Twitter hashtag on air—ever.

The integration was simple but the benefits were tremendous. Throughout the show, the #TrumpRoast hashtag hung out in the bottom-left corner of the screen, just like this:

src="http://media.twitter.com/wp-content/uploads/2011/03/trump_roast_tag_600.jpg" alt="" title="trump_roast_tag_600" width="600" height="338" class="alignright size-full wp-image-1392" />
Image courtesy Comedy Central.

See it down there? This is a screen-grab from the HD feed, so the hashtag looks a bit small scaled down to web dimensions. In fact it was small—but it was persistent. When Comedy Central wasn’t showing the hashtag, it was either showing a call to action, asking viewers to tweet about the show, or showing roasters’ Twitter account names as they took the stage.

All in all: a subtle, useful integration.

The result?

href="http://media.twitter.com/1391/trump-roast#more-1391" class="more-link">Keep reading class="meta-nav">»

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="tags"> href="http://media.twitter.com/tag/hashtags" rel="tag">hashtags href="http://media.twitter.com/tag/tv" rel="tag">tv

id

="post-1367" class="hentry p3 post publish author-robinsloan category-uncategorized tag-tv tag-tweeting y2011 m03 d03 h09">

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="entry-title">href="http://media.twitter.com/1367/no-reservations" title="Permalink to Live-tweeting with @NoReservations" rel="bookmark">Live-tweeting with @NoReservations

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="date">Posted by class="twitter-account" title="robinsloan" href="http://twitter.com/robinsloan">@robinsloan on class="published" title="Thursday March 3rd, 2011">Thursday March 3rd, 2011href="http://media.twitter.com/1367/no-reservations" class="permalink">∞

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="entry-content">

On Monday night, the Travel Channel demonstrated an on-air Twitter integration that was simple but powerful—a new template for any TV show. Here’s how it worked.

Seven times during the season premiere of class="twitter-account" title="noreservations" href="http://twitter.com/noreservations" >No Reservations, the Travel Channel told its viewers that host Anthony Bourdain was live-tweeting the show:

src="http://media.twitter.com/wp-content/uploads/2011/03/nr_tweetinglive.jpg" alt="" title="nr_tweetinglive" width="600" height="338" class="alignnone size-full wp-image-1368" />

When you found it on Twitter, Bourdain’s commentary track was funny, insightful, and profane—in other words, a perfect extension of the show. It featured Tweets like this…

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='bbpBox42405448149766140'>

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='bbpTweet'>this guy was the drunkest guy ever seen. He pulled his schvantz out on camera. Maybe a DVD extra?class='timestamp'>title='Tue Mar 01 02:07:01 +0000 2011' href="https://twitter.com/#!/NoReservations/status/42405448149766144" >less than a minute ago via href="http://cotweet.com/?utm_source=sp1" onclick="javascript:_gaq.push(['_trackEvent','outbound-article','cotweet.com']);" rel="nofollow">CoTweetclass='metadata'>class='author'>href="http://twitter.com/NoReservations" >src='http://a3.twimg.com/profile_images/740456179/Twitter-template3_NR_ICON_normal.gif' />href="http://twitter.com/NoReservations" >Anthony Bourdain
NoReservations

…and this:

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='bbpBox42409726327259140'>

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='bbpTweet'>For a supposed ‘lefty’, Penn is very close to and appreciative of the military. It’s a weird alliance. But cool to see.class='timestamp'>title='Tue Mar 01 02:24:01 +0000 2011' href="https://twitter.com/#!/NoReservations/status/42409726327259136" >less than a minute ago via href="http://cotweet.com/?utm_source=sp1" onclick="javascript:_gaq.push(['_trackEvent','outbound-article','cotweet.com']);" rel="nofollow">CoTweetclass='metadata'>class='author'>href="http://twitter.com/NoReservations" >src='http://a3.twimg.com/profile_images/740456179/Twitter-template3_NR_ICON_normal.gif' />href="http://twitter.com/NoReservations" >Anthony Bourdain
NoReservations

The “Sean” in that Tweet is Sean Penn, who appeared in Monday’s episode, shot in Haiti:

src="http://media.twitter.com/wp-content/uploads/2011/03/nr_sean.jpg" alt="" title="nr_sean" width="600" height="337" class="alignnone size-full wp-image-1388" />

Thanks to Bourdain’s Tweets, we also heard about Penn’s work ethic and his rum punch.

In the first Tweet up above, Bourdain says “maybe a DVD extra,” but of course that’s exactly what these are: bite-sized DVD extras, presented in real-time, that you can not only read but also reply to. Now, the commentary track is a conversation.

All told, this is a small investment—an hour of focused tweeting and a graphics package. But the payoff looks something like this:

href="http://media.twitter.com/1367/no-reservations#more-1367" class="more-link">Keep reading class="meta-nav">»

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="tags"> href="http://media.twitter.com/tag/tv" rel="tag">tv href="http://media.twitter.com/tag/tweeting" rel="tag">tweeting

id

="post-1341" class="hentry p4 post publish author-robinsloan category-uncategorized tag-hashtags tag-tv y2011 m02 d28 h06 alt">

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="entry-title">href="http://media.twitter.com/1341/oscars2011" title="Permalink to Your view from the #Oscars stage" rel="bookmark">Your view from the #Oscars stage

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="date">Posted by class="twitter-account" title="robinsloan" href="http://twitter.com/robinsloan">@robinsloan on class="published" title="Monday February 28th, 2011">Monday February 28th, 2011href="http://media.twitter.com/1341/oscars2011" class="permalink">∞

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="entry-content">

The 83rd Annual Academy Awards captured the country’s attention on Sunday night, but ABC’s cameras didn’t provide the only view. This year’s show was a new kind of 360-degree event, with:

a camera-snapping, live-tweeting host;

an official hashtag on air; and

a big, sustained second-screen conversation on Twitter.

First: whatever you thought of his hosting, there’s no question that class="twitter-account" title="jamesfranco" href="http://twitter.com/jamesfranco" >James Franco broke new ground with his tweeting. In the opening moments of the show, this…

href="http://media.twitter.com/wp-content/uploads/2011/02/franco_phone.jpg" >src="http://media.twitter.com/wp-content/uploads/2011/02/franco_phone.jpg" alt="" title="franco_phone" width="600" height="338" class="alignnone size-full wp-image-1343" />

…led to this…

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='bbpBox42039715725053950'>

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='bbpTweet'>href="http://twitter.com/search?q=%23OSCARSREALTIME" title="#OSCARSREALTIME" class="tweet-url hashtag" rel="nofollow">#OSCARSREALTIME href="http://say.ly/BNqa5c" onclick="javascript:_gaq.push(['_trackEvent','outbound-article','say.ly']);" rel="nofollow">http://say.ly/BNqa5cclass='timestamp'>title='Mon Feb 28 01:53:43 +0000 2011' href="https://twitter.com/#!/jamesfranco/status/42039715725053952" >less than a minute ago via href="http://www.whosay.com" onclick="javascript:_gaq.push(['_trackEvent','outbound-article','www.whosay.com']);" rel="nofollow">Who Sayclass='metadata'>class='author'>href="http://twitter.com/jamesfranco" >src='http://a0.twimg.com/profile_images/1254006274/jfranco_newav_normal.jpg' />href="http://twitter.com/jamesfranco" >James Franco
jamesfranco

…led to this (click to play):

="480" height="270">name="movie" value="http://media.whosay.com/public/video-player/20101221/player.swf?v_url=http%3A%2F%2Fmedia.whosay.com%2F14030%2F14030_480.flv&tracker=UA-12028902-1&videoId=14030&viewmore=http%3A%2F%2Fwww.whosay.com%2Fjamesfranco%2Fvideos&flipVideo=false&autoplay=false">name="allowFullScreen" value="true">name="allowscriptaccess" value="never">src="http://media.whosay.com/public/video-player/20101221/player.swf?v_url=http%3A%2F%2Fmedia.whosay.com%2F14030%2F14030_480.flv&tracker=UA-12028902-1&videoId=14030&viewmore=http%3A%2F%2Fwww.whosay.com%2Fjamesfranco%2Fvideos&flipVideo=false&autoplay=false" type="application/x-shockwave-flash" allowscriptaccess="never" allowfullscreen="true" width="480" height="270">

And all together, that represents a brand-new kind of event experience: one where viewers get to experience it from every vantage point, even from the stage itself. And the experience went both ways, because Franco got to hear what viewers were saying, too; his account was mentioned 63,737 times during the show.

href="http://media.twitter.com/1341/oscars2011#more-1341" class="more-link">Keep reading class="meta-nav">»

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="tags"> href="http://media.twitter.com/tag/hashtags" rel="tag">hashtags href="http://media.twitter.com/tag/tv" rel="tag">tv

id

="post-1284" class="hentry p5 post publish author-robinsloan category-uncategorized tag-hashtags tag-tv y2011 m02 d09 h02">

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="entry-title">href="http://media.twitter.com/1284/hashtag-repetition" title="Permalink to #repetition #repetition #repetition" rel="bookmark">#repetition #repetition #repetition

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="date">Posted by class="twitter-account" title="robinsloan" href="http://twitter.com/robinsloan">@robinsloan on class="published" title="Wednesday February 9th, 2011">Wednesday February 9th, 2011href="http://media.twitter.com/1284/hashtag-repetition" class="permalink">∞

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="entry-content">

This might be the most useful graph you see all week:

src="http://media.twitter.com/wp-content/uploads/2011/02/hashtag_response.jpg" alt="" title="hashtag_response" width="613" height="477" class="alignnone size-full wp-image-1283" />

I mean, the implications are obvious… right?

Just kidding. Bear with me and I’ll explain: The graph above is from href="http://www.cs.cornell.edu/home/kleinber/www11-hashtags.pdf" onclick="javascript:_gaq.push(['_trackEvent','download','www.cs.cornell.edu/home/kleinber/www11-hashtags.pdf']);">a new paper (PDF) from Cornell’s computer science department. It’s based on an analysis of the top 500 hashtags found in billions of Tweets gathered about a year ago.

The vertical axis (P) is a fraction of Twitter users tweeting with a particular hashtag. The horizontal axis (K) is the number of times they had seen that hashtag before tweeting with it. So basically, the graph is telling us: You need to see a hashtag four or five times before it really clicks.

But what’s interesting is that the graph doesn’t go up forever; your likelihood to use a hashtag doesn’t simply increase with every exposure, as if you’re being bludgeoned into participation: “Okay okay, fine! I’ll make up one of those href="http://media.twitter.com/1058/science-hashtag" >#LessAmbitiousMovies already!”

href="http://media.twitter.com/1284/hashtag-repetition#more-1284" class="more-link">Keep reading class="meta-nav">»

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="tags"> href="http://media.twitter.com/tag/hashtags" rel="tag">hashtags href="http://media.twitter.com/tag/tv" rel="tag">tv

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="post-1273" class="hentry p6 post publish author-robinsloan category-uncategorized tag-tv tag-tweeting y2011 m02 d07 h04 alt">

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="entry-title">href="http://media.twitter.com/1273/amazonmp3-superbowl" title="Permalink to Pop-up video that pops up on Twitter" rel="bookmark">Pop-up video that pops up on Twitter

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="date">Posted by class="twitter-account" title="robinsloan" href="http://twitter.com/robinsloan">@robinsloan on class="published" title="Monday February 7th, 2011">Monday February 7th, 2011href="http://media.twitter.com/1273/amazonmp3-superbowl" class="permalink">∞

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="entry-content">

One of the most basic strategies for effective live TV tweeting is the commentary track—basically, href="http://en.wikipedia.org/wiki/Pop-Up_Video" onclick="javascript:_gaq.push(['_trackEvent','outbound-article','en.wikipedia.org']);">Pop-Up Video, except the bubbles are on Twitter instead of the TV screen.

It turns out the bubbles can be almost anything: real-time quips from talent, e.g. href="http://media.twitter.com/1009/tosh-followers" >Daniel Tosh tweeting during Tosh.0; fun facts from experts, e.g. href="http://media.twitter.com/69/lifeondiscovery" >biologists tweeting during LIFE; or layers of information that allow you to take action on whatever you’re seeing on screen.

That’s what class="twitter-account" title="amazonmp3" href="http://twitter.com/amazonmp3" >@amazonmp3 provided during the Super Bowl, tweeting titles of tracks as they aired:

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='bbpBox34423346926075904'>

class

='bbpTweet'>“Howlin’ for You” by Black Keys was just heard during the href="http://twitter.com/search?q=%23superbowl" title="#superbowl" class="tweet-url hashtag" rel="nofollow">#superbowl intro montage: href="http://amzn.to/gkZIDP" onclick="javascript:_gaq.push(['_trackEvent','outbound-article','amzn.to']);" rel="nofollow">http://amzn.to/gkZIDPclass='timestamp'>title='Mon Feb 07 01:29:00 +0000 2011' href="https://twitter.com/#!/amazonmp3/status/34423346926075904" >less than a minute ago via href="http://www.socialflow.com" onclick="javascript:_gaq.push(['_trackEvent','outbound-article','www.socialflow.com']);" rel="nofollow">SocialFlowclass='metadata'>class='author'>href="http://twitter.com/amazonmp3" >src='http://a3.twimg.com/profile_images/340137940/twitteravatar_normal.jpeg' />href="http://twitter.com/amazonmp3" >Amazon MP3
amazonmp3

How cool is that? It turns classic web search on its head by pre-emptively answering viewers’ questions. I think songs in Super Bowl commercials are just the start; this is a technique that can be bent towards plenty of other purposes. Food, fashion, technology: anything you see on TV can get an explanation, a link, a cue to take action. So yes, it’s finally href="http://www.multichannel.com/article/85137-Peering_Behind_Jennifer_Aniston_s_Sweater.php" onclick="javascript:_gaq.push(['_trackEvent','outbound-article','www.multichannel.com']);">Jennifer Aniston’s sweater—and it’s made possible by Tweets. (Ahem: note the date on that post.)

(Tip of the Twitter Media hat to class="twitter-account" title="donkeyattack" href="http://twitter.com/donkeyattack" >@donkeyattack and class="twitter-account" title="isaach" href="http://twitter.com/isaach" >@isaach.)

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="tags"> href="http://media.twitter.com/tag/tv" rel="tag">tv href="http://media.twitter.com/tag/tweeting" rel="tag">tweeting

id

="post-1189" class="hentry p7 post publish author-robinsloan category-uncategorized tag-news tag-tv y2011 m02 d07 h02">

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="entry-title">href="http://media.twitter.com/1189/al-jazeera-english" title="Permalink to I Want My AJZ" rel="bookmark">I Want My AJZ

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="date">Posted by class="twitter-account" title="robinsloan" href="http://twitter.com/robinsloan">@robinsloan on class="published" title="Monday February 7th, 2011">Monday February 7th, 2011href="http://media.twitter.com/1189/al-jazeera-english" class="permalink">∞

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="entry-content">

As Egypt turns upside down, Al Jazeera has found its moment. It’s the right network in the right place at the right time; the Qatar-based news organization has unique access and a unique audience. From the Middle East to the White House, all eyes are on Al Jazeera.

And it turns out a lot of those eyes are coming from Twitter.

First: it’s important to understand that Al Jazeera’s English-language channel is href="http://www.nytimes.com/2011/02/01/world/middleeast/01jazeera.html" onclick="javascript:_gaq.push(['_trackEvent','outbound-article','www.nytimes.com']);">only carried in three cities in the U.S. So put yourself in Al Jazeera English’s shoes: you’re covering the biggest story in your history, and you’ve got the goods—live video from downtown Cairo, from Tahrir Square itself. How do you get this coverage in front on the right audience at the right time?

You use Twitter.

Specifically, you use href="http://support.twitter.com/articles/142101-what-are-promoted-tweets" >Promoted Tweets to transform Twitter into a new kind of TV platform. As a refresher: Promoted Tweets are actual Tweets that an advertiser pays to lock into position at the top of search results. They can be replied to and retweeted just like any other Tweet.

So, no Comcast, no Time Warner? No problem.

href="http://media.twitter.com/1189/al-jazeera-english#more-1189" class="more-link">Keep reading class="meta-nav">»

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="tags"> href="http://media.twitter.com/tag/news" rel="tag">news href="http://media.twitter.com/tag/tv" rel="tag">tv

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="post-1207" class="hentry p8 post publish author-robinsloan category-uncategorized tag-tv y2011 m02 d01 h07 alt">

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="entry-title">href="http://media.twitter.com/1207/egypt-tweets" title="Permalink to Tracking Egypt with Tweets on TV" rel="bookmark">Tracking Egypt with Tweets on TV

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="date">Posted by class="twitter-account" title="robinsloan" href="http://twitter.com/robinsloan">@robinsloan on class="published" title="Tuesday February 1st, 2011">Tuesday February 1st, 2011href="http://media.twitter.com/1207/egypt-tweets" class="permalink">∞

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="entry-content">

If you’ve been following the news from Egypt on TV, chances are good you’ve seen some Tweets on air. If you haven’t, here’s a quick sampling of segments to give you a sense of how Twitter is being used to tell the story.

First, Diane Sawyer opens Monday night’s class="twitter-account" title="abcworldnews" href="http://twitter.com/abcworldnews" >ABC World News set up in a remarkable tableau—half map of the Middle East, half TweetDeck:

="512" height="288">name="movie" value="http://www.hulu.com/embed/xdRvdBRutgxwyqbaoNB22g/26/42/i39">name="allowFullScreen" value="true">src="http://www.hulu.com/embed/xdRvdBRutgxwyqbaoNB22g/26/42/i39" type="application/x-shockwave-flash" width="512" height="288" allowFullScreen="true">

Next, class="twitter-account" title="PiersTonight" href="http://twitter.com/pierstonight/" >on CNN, Piers Morgan talks to class="twitter-account" title="ssirgany" href="http://twitter.com/ssirgany" >Sarah Sirgany, a writer for Daily News Egypt who turned to reporting via Twitter when her paper’s website was shut down:

="416" height="374" classid="clsid:D27CDB6E-AE6D-11cf-96B8-444553540000" id="ep">name="allowfullscreen" value="true" />name="allowscriptaccess" value="always" />name="wmode" value="transparent" />name="movie" value="http://i.cdn.turner.com/cnn/.element/apps/cvp/3.0/swf/cnn_416x234_embed.swf?context=embed&videoId=bestoftv/2011/01/31/exp.piers.twitter.reporter.cnn" />name="bgcolor" value="#000000" />src="http://i.cdn.turner.com/cnn/.element/apps/cvp/3.0/swf/cnn_416x234_embed.swf?context=embed&videoId=bestoftv/2011/01/31/exp.piers.twitter.reporter.cnn" type="application/x-shockwave-flash" bgcolor="#000000" allowfullscreen="true" allowscriptaccess="always" width="416" wmode="transparent" height="374">

And on class="twitter-account" title="meetthepress" href="http://twitter.com/#!/MEETTHEPRESS" >Meet the Press, foreign policy expert href="http://en.wikipedia.org/wiki/Martin_Indyk" onclick="javascript:_gaq.push(['_trackEvent','outbound-article','en.wikipedia.org']);">Martin Indyk tells class="twitter-account" title="davidgregory" href="http://twitter.com/#!/davidgregory" >David Gregory: “You are witnessing here a twenty-first century revolution”—and he uses TweetDeck to illustrate the point:

="592" height="346" id="msnbc382a1e" classid="clsid:D27CDB6E-AE6D-11cf-96B8-444553540000" codebase="http://download.macromedia.com/pub/shockwave/cabs/flash/swflash.cab#version=10,0,0,0">name="movie" value="http://www.msnbc.msn.com/id/32545640" />name="FlashVars" value="launch=41337406^120482^173193&width=592&height=346" />name="allowScriptAccess" value="always" />name="allowFullScreen" value="true" />name="wmode" value="transparent" />name="msnbc382a1e" src="http://www.msnbc.msn.com/id/32545640" width="592" height="346" FlashVars="launch=41337406^120482^173193&width=592&height=346" allowscriptaccess="always" allowFullScreen="true" wmode="transparent" type="application/x-shockwave-flash" pluginspage="http://www.adobe.com/shockwave/download/download.cgi?P1_Prod_Version=ShockwaveFlash">

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="tags"> href="http://media.twitter.com/tag/tv" rel="tag">tv

id

="post-1150" class="hentry p9 post publish author-robinsloan category-uncategorized tag-tv y2011 m02 d01 h01">

class

="entry-title">href="http://media.twitter.com/1150/the-game" title="Permalink to The Game wins at Twitter" rel="bookmark">The Game wins at Twitter

class

="date">Posted by class="twitter-account" title="robinsloan" href="http://twitter.com/robinsloan">@robinsloan on class="published" title="Tuesday February 1st, 2011">Tuesday February 1st, 2011href="http://media.twitter.com/1150/the-game" class="permalink">∞

class

="entry-content">

Behold, the stirring saga of The Game, href="http://www.hollywoodreporter.com/news/twitter-reason-bets-surprise-success-75350" onclick="javascript:_gaq.push(['_trackEvent','outbound-article','www.hollywoodreporter.com']);">as chronicled by the Hollywood Reporter:

This is a show that struggled on the CW for three seasons before being cancelled. It spent more than a year in limbo, its fans clamoring for a comeback. When it returned for a fourth season… it was on a different network. But finally, when it premiered on BET in January, it scored 7.7 million viewers—making it the second-most-watched show ever on BET and one of the most-watched scripted series premieres on cable, ever.

And all of Hollywood said: WTF?

The story continues href="http://www.hollywoodreporter.com/news/twitter-reason-bets-surprise-success-75350" onclick="javascript:_gaq.push(['_trackEvent','outbound-article','www.hollywoodreporter.com']);">in the Hollywood Reporter piece by class="twitter-account" title="MarisaGuthrie" href="http://twitter.com/MarisaGuthrie" >Marisa Guthrie and class="twitter-account" title="JoseIsWriting" href="http://twitter.com/JoseIsWriting" >Jose Antonio Vargas, and it’s absolutely a Twitter Media must-read.

So I thought I’d add a little data to the mix. It’s one thing to talk about Twitter traction generally and another thing to actually run the numbers. What did the Tweets look like on the night of Tuesday, January 11, when The Game premiered? Well, something like this:

src="http://media.twitter.com/wp-content/uploads/2011/01/thegame_jan11.png" alt="" title="thegame_jan11" width="600" height="410" class="alignnone size-full wp-image-1151" />

href="http://media.twitter.com/1150/the-game#more-1150" class="more-link">Keep reading class="meta-nav">»

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="tags"> href="http://media.twitter.com/tag/tv" rel="tag">tv

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="post-1142" class="hentry p10 post publish author-robinsloan category-uncategorized tag-hashtags tag-tv y2011 m01 d31 h03 alt">

class

="entry-title">href="http://media.twitter.com/1142/tvnext-late-night-hashtags" title="Permalink to Behind the scenes with Jimmy Fallon" rel="bookmark">Behind the scenes with Jimmy Fallon

class

="date">Posted by class="twitter-account" title="robinsloan" href="http://twitter.com/robinsloan">@robinsloan on class="published" title="Monday January 31st, 2011">Monday January 31st, 2011href="http://media.twitter.com/1142/tvnext-late-night-hashtags" class="permalink">∞

class

="entry-content">

You know href="http://media.twitter.com/850/fallon-hashtags" >we love Late Night with Jimmy Fallon here at Twitter Media. Thanks to the terrific href="http://tvnext.hhcc.com/" onclick="javascript:_gaq.push(['_trackEvent','outbound-article','tvnext.hhcc.com']);">TVNext conference organized by href="http://www.hhcc.com/" onclick="javascript:_gaq.push(['_trackEvent','outbound-article','www.hhcc.com']);">Hill Holliday, here’s a behind-the-scenes look at how the Late Night Hashtags segment comes together:

="YouTube video player" class="youtube-player" type="text/html" width="560" height="345" src="http://www.youtube.com/embed/nouZPPtDibE" frameborder="0" allowFullScreen>

What do I take away from this video? First: the Late Night crew is tons of fun. Second: it’s creativity, not technology, that makes this stuff work. Finally: I’m totally following class="twitter-account" title="mrdrewphillips" href="mrdrewphillips">Smug Dingus.

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