Tweeting on the BBC
Tweeting on the BBC
Audience and Brand Management via Third Party Websites
This chapter talks about the development of the British Broadcasting Corporation's (BBC) policies on integrating Twitter into its programming, promotion, and audience feedback strategies. It indicates how such policies adapted the BBC's ongoing public service mission to meet audience expectations in an era of convergence and social media, while dutifully refusing to overstep its mandate. BBC sought to manage both audiences and its own brand image by cultivating a more personal and responsive approach to its programming via Twitter. The chapter explains how the Internet makes the cultural and social exchanges surrounding both television and branding public to a greater extent than in the twentieth century. Websites such as Twitter ensure the viewing habits and discussions once hidden at home or in semi-private spaces of interpersonal relationships are now becoming visible online.
Keywords: Twitter, British Broadcasting Corporation, social media, brand image, Internet, television, branding
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