PowerPoint Presentation

Twitter and ABC Networks GCB
Julie Crimmins, Lily Fu, Ajsela Pestalic, Jasmine Nesi & Carrie Smith

Why GCB?

GCB Video Clip

Research Questions

Methodology

Positive Tweets

Negative Tweets

Tweet Volume

Before Premiere

After Premiere

aAKKKKkA
Hashtags

Themes: Christianity

Accounted for seven percent of tweets

Good Christian Bitches or Good Christian Belles?

Themes: Christianity

Themes: Texas

Show was set and filmed in Dallas, TX

Accounted for approximately 3.6 percent of tweets

Kristin Chenoweth

Comparison to Desperate Housewives

Checking in to aaaaaaaaa

Beauty Kit Contest
Other Trends

ABCs Tweets

Link advertisements

Respond to public criticism

Utilize twitter techniques

Recommendations

Positive sentiment and buzz can increase viewership and ratings

Feedback for writers

Twitter users not a representative sample of viewers
Implications

Ad/PR Implications

*
The tweets were collected using a Python script program that pulled about 53,000 tweets with the keyword GCB for several days around the shows premiere. We drew systematic random samples of 1,000 tweets each for a before and after group. We used Excel to count numbers of various metrics and then hand-coded each of the sample tweets positive, negative or neutral.
*
This is a wordle of the tweet content of the tweets before the premiere; the larger the word the more frequently it was used. This gives a good overview of themes well discuss. You can see a lot of anticipation surrounding the premiere itself with words about the airtime like ABC, new show, tonight, Sunday, watch, excited, premiere, watching, wait.
*
This is the wordle for tweet content after the show; you see continued discussion about many of the same themes including the shows lead actress Kristen Chenoweth, Christianity, Dallas, a media-based social networking site called Get Glue, and some reviews of the show liked, loved, good, ratings, great, funny.
*
Research has shown that hash tags are important in encouraging discussion about a topic on Twitter, and we found that roughly half of both samples used hash tags. As you might expect, the most popular one was #GCB, but ABC was also promoting a #ABC hash tag, and a primarily Christian group that disapproved of the show was using a #boycottGCB tweet.
*
Dallas church
*
Get glue logo
*
What GCB tweeted: promoting the show, quoting the show, RTs, responses to fans, give-aways
*
Recommendations: Hashtags during advertisement, product placement, take advantage of the live buzz thats already going on2. ABC missed an opportunity for a conversation with its viewers

*
Implications for ABC and GCBFor the most part, based on the prolific use of links, retweets, hashtags, mentions, etc., these live tweeters appear to be well versed with the use of Twitter and, as research shows Twitter users are in the minority among Americans, likely well-versed in the use of other digital media. Such people may comprise a vocal, but small percentage of a shows viewership.

*