Josh Catone of Mashable recently posted an interesting article, How Social Media is Changing the Late Night TV Landscape. New Late Night host Jimmy Fallon is someone who seems to understand social media. His debut was one of the best for a late night show, beating Ferguson’s 2005 premiere, and Jimmy Kimmel╒s debut on ABC in 2003. Josh suggests that one of the reasons Fallon might be doing so well, so quickly, is his superior use of social media compared to his competitors.
One of the reasons Fallon might be doing so well, so quickly, is his superior use of social media compared to his competitors. Jimmy is one of the most followed people on Twitter, with just over a million followers. He is how according to Josh:
“In January, when Twitter’s traffic was about 25% of what it is today and largely made up of a more tech-oriented audience, Fallon began making key appearances on web sites whose users are generally active in social media. His CES video with Engadget editor Joshua Topolsky received over 100,000 views, for example, and a week after that he appeared on geek-favorite web video show Diggnation. Later, Fallon invited Diggnation hosts Kevin Rose and Alex Albrecht on his show as guests during its first week, and helped turned a random audience member into a Twitter star (that person╒s follower count went from 7 to over 30,000 in just a couple of days). He also won the 2009 Webby Person of the Year award for being the celebrity who is “most actively engaging with his audience online.”
This is a useful case study and stands in sharp contrast to Dave Letterman’s luddite approach. Why does this matter? Look at what Josh goes on to say: Jimmy Fallen’s efforts “could be very valuable down the road as more eyeballs shift from the television screen to the computer screen. Because make no mistake, that is slowly happening. In February, Nielsen, the company that measures TV audience numbers, released their first-ever web TV rankings, because as Nielsen Online CEO John Burbank said, people are ╥using the web like it’s a giant DVR.”
This is spot on and what we are saying at TVissimo, TV and the Web will merge. Those that understand this will emerge the winners. Those that can use social media will be better able to take advantage of this opportunity.