Social Media Tracking + Tactics for Entertainment


In all today’s news about The Colbert Report host taking over as host of Late Show sits one question David Letterman never really tried to answer: How will Stephen Colbert use social media to lock in a young, eagerly sought TV audience that isn’t much interested in mainstream entertainment?

Related: CBS’ Late-Night Drama Not Over Yet

The social-media crews behind late-night competitors Jimmy Fallon and Jimmy Kimmel have been flooding online audiences with viral YouTube videos and nifty posts on Twitter and Facebook, each trying to grab audience attention that will translate to TV ratings. Now, the team behind The Colbert Report, itself a social-media power, will attempt to transition its audience to broadcast TV and Late Show. Deadline reached out to our pals at RelishMIX, who analyze social-media engagement for TV shows and films, for a quick look at who’s doing what right now on Facebook, Twitter and YouTube. The verdict? “With the Fallon/Kimmel battle on YouTube, we’ll see how Colbert builds his team to compete,” said RelishMIX CEO Marc Karzen. “Is CBS betting that Colbert’s 13 million [social media] fans will move over with him? Stay tuned.”


DEADLINE: Top Actors in Social Media And What It Means For TV & Movie Marketing

By  | Monday April 21, 2014 @ 12:12pm PDTTags: Emma WatsonFacebookJimmy FallonJimmy KimmelKevin HartMark WahlbergTwitterVin Diesel

Column: Social media has had a tremendous impact on movie and television marketing, increasing awareness and visibility for a TV show or movie across the globe in a click — a lot clicks — of a button. Some of the best social media teams right now on TV are the two Jimmys — late-night talk hosts Jimmy Fallon and Jimmy Kimmel. These two are in a constant battle for viewers and they really go at each other on social media. Their social engagement across platforms and their understanding of social heralds a new generation of savvy Hollywood stars backed by sophisticated online marketing teams that understand how to push past traditional media to build a tremendous fan base. Increasingly, stars, celebrities and their teams are using social media to extend awareness of their brands — because that is what they have become — online and off, driving ratings and box office as well as bigger fan bases.

These days, a performer’s social media footprint is strongly considered when marketers start strategizing a film’s campaign. Vin Diesel is the current king of social, almost entirely because of the monster presence he’s built onFacebook. In the months since his emotional tribute on FB for his good friend and Fast & Furious co-star Paul Walker who died in a car crash, Diesel has seen his Facebook presence vault from an already whopping 54M likes to 72.3M, according to RelishMix, which tracks social-media engagement by TV shows, films and performers. And in six months, his following has jumped 46%.


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DEADLINE: How Social Media Helps Drive ABC’s ‘Scandal’

By DAVID BLOOM | Thursday April 17, 2014 @ 4:12pm PDTTags: ABC, Kerry Washington, Scandal, Shonda Rhimes, The Jimmy Kimmel Show

ABC‘s D.C. fixer drama Scandal has built big ratings in three seasons with a potent mix of often ridiculous plot twists and creator Shonda Rhimes’ savvy use of social media, which has bound fans closely to the show and its stars. That combo has paid off: Ahead of tonight’s season finale, which is certain to feature another signature shocker, Scandalhas added 3 million viewers (for 11.5 million total). It’s up even more in the key adults 18-49 demo, +43% compared with last season, according to Nielsen. That demographic also represents most of the heaviest social-media users and is fervently sought by marketers.



IBT: Top Ten Twitter Actors: From Emma Watson to Selena Gomez


Top Ten Twitter Actors: From Emma Watson to Selena Gomez [PHOTOS]


They may not have won Oscar awards but in the world of social media, these stars have been declared winners – of being the most followed that is. In Twitter alone, Selena Gomez, Emma Watson, Ashton Kutcher plus a few more have the most number of follows according to Find out who else made it to the top ten Twitter actors here.
In the world of movie marketing, social media has a tremendous effect given it’s only a click of a button that allows the world to know everything about anything. Well, these days even agencies make use of social media as their number one marketing strategy. Celebrities too make use of such platforms.
Emma Watson who has more than a million fans on Facebook and Twitter made use of such sites to promote her film “Noah.” By far, Watson’s tweets and posts definitely boosted the ratings of the film and not to mention the number of viewers.
“Emma Watson has a robust social media following. She is ahead of the game. Throughout her career she has always garnered a broad fanship online,” says Josh Greenstein, Paramount Pictures chief marketing officer.
Also active on Facebook and Twitter is former Disney star, Selena Gomez. Thanks to her social media pages, Gomez managed to promote her album and a number of her films.
“She’s posting photos and getting half a million likes just on images alone,” says Marc Karzen, RelishMix CEO, adding, “She is constantly engaging her fans and they love it. It is very personal and she gives them tons of behind the scenes stuff. She is totally engaging people. The share counts, the comment counts and likes are enormous. She is doing it right.”
A few other stars on the top ten Twitter list include “How I Met Your Mother’s” Neil Patrick Harris, Leonardo DiCaprio, Kevin Hart, Charlie Sheen, Jim Carrey, Ashton Kutcher, Jennifer Lopez and Justin Timberlake.

DEADLINE: BOX OFFICE: ‘Rio 2′ Goes Wild With $44M+

PREVIOUSLY, FRIDAY 10:50 PM: The animated family film Rio 2 from Fox’s Blue Sky Studios has soared to the top spot this weekend, besting Disney/Marvel’s Captain America: The Winter Soldier which is expected to drop roughly 59% in its sophomore frame. The budget for Rio 2 is said to be about $103M and internationally it has already taken in over $55M (as of last weekend).Rio-2 It will have made roughly $100M worldwide after its debut this weekend here in the states. A huge force for the picture on social media, of course, is Bruno Mars who is on a world tour right now in Japan. “He’s feeding the Rio 2 fans across his 51 million Facebook and 18 million Twitter followers,” said RelishMix CEO Marc Karzen who also noted, “YouTube views are climbing and on par for animated (films), but fan reposted clips to owned studio trailers are soaring at a healthy 8 to 1 ratio.” The first Rio opened in 2011 to $39M so the sequel is performing about 10% better. The sequel received an A CinemaScore.

DEADLINE: Robert Downey, Jr. Finally Gets His Own Twitter Account

By  | Saturday April 12, 2014 @ 9:48am PDTTags: Bruno MarsEmma WatsonMarvelRobert Downey Jr.The Avengers: Age Of UltronVin Diesel

The Iron Man himself has finally joined Twitter. With only 4 tweets this morning, he’s dipped his toe into the social media universe. Within hours, Downey has tallied 912K followers. Wow, word travels fast. And why not? Iron Manis a billion dollar franchise for Marvel since they first introduced Downey, Jr. as Tony Stark in 2008. Worldwide the first film grossed $585M, the second one, $623.9M and the third, $1.2B. The next Marvel title for the actor isAvengers: Age of Ultron which will bow May 1, 2015 from Disney. Welcome to the SMU, Mr. Downey, No doubt, Disney and Marvel are thrilled. The actor has long been a strong presence on social media due to his many fans who call him #RDJ. His fans post video bits from the actor from media, on-stage award shows, red carpet appearances, and other media events showcasing the wise-cracking, irreverance. His opening Tweet:

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DEADLINE: Can Stephen Colbert Compete With The Jimmys In Late-Night Social Media Wars?


DEADLINE: BOX OFFICE: ‘Captain America’ Smashes April Opening Record

The actioner opened in Russia and Australia and bows today in China. Not surprising that heading into the weekend the movie that has more bullets thanThe Walking Dead has zombies, had the the highest social activity across the board (FB, Twitter and YouTube). Its Marvel Entertainment YouTube Channel was approaching 18M views Friday. “Marvel fans have been running wild re-posting and sharing material at a rate of 10 to 1 across Superfan channels,” says RelishMix CEO Marc Karzen. Stars Chris Evans and Samuel L. Jackson are both active while Scarlett Johansson is MIA on social sharing. For Disney, this is the second monster hit after enjoying a $1B worldwide gross of Frozen.

And this isn’t just the network bragging here. We checked in with our friends over at RelishMIX, an independent consulting firm that analyzes fan social-media engagement through Twitter, Facebook and YouTube with TV shows and movies. In its last three seasons,HIMYM’s fan engagement online jumped nearly 85 percent across the Big Three social-media sites, according to RelishMIX.