Skip to main content
SpringerLink
Log in

On helping broadcasters to promote TV-shows through hashtags

  • Published:
Multimedia Tools and Applications Aims and scope Submit manuscript

Abstract

Television is no longer the king of the living room: 86% of people watch TV with a second screen in the nearby and more than 30% of the attention time is given to the second device to perform social activities. Therefore, the television industry is facing a new challenge: find a way to re-catch viewers’ attention. A recent and popular approach considers the use of official hashtags to implement a cross-media strategy that will connect different contents across multiple media. Since the simple proposition of official hashtags is not sufficient to guarantee the success of a cross media strategy, in this paper, we analyze how official hashtags are used and we propose a model to write tweets effectively. The model is based on the analysis of more than 250,000 tweets that talk about TV-shows. In particular, (i) we analyze the availability and visibility of official hashtags, (ii) we study the tweets characteristics written by the most retweeted authors, and (iii) we build a network of hashtags in order to understand how users use official hashtags. The obtained results allowed us to define guidelines to help broadcasters in the promotion of TV-shows and in the engagement of viewers.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1
Fig. 2
Fig. 3
Fig. 4
Fig. 5
Fig. 6
Fig. 7

Similar content being viewed by others

References

  1. Blumenstein K, Niederer C, Wagner M, Pfersmann W, Seidl M, Aigner W (2017) Visualizing spatial and time-oriented data in a second screen application. In: Proceedings of the 19th international conference on human-computer interaction with mobile devices and services, MobileHCI ’17. ACM, New York, pp 84:1–84:8

  2. Bujari A, Furini M, Laina N (2017) On using cashtags to predict companies stock trends. In: 2017 14th IEEE annual consumer communications networking conference (CCNC), pp 25–28

  3. Bujari A, Furini M, Mandreoli G, Martoglia R, Montangero M, Ronzani D (2018) Standards, security and business models: Key challenges for the Iot scenario. Mobile Networks and Applications 23(1):147–154

    Article  Google Scholar 

  4. Courtois C, D’heer E (2012) Second screen applications and tablet users: Constellation, awareness, experience, and interest. In: Proceedings of the 10th european conference on interactive TV and video, euroITV ’12. ACM, New York, pp 153–156

  5. De Michele R, Furini M (2017) Improving viewers engagement through gamification and second screen. In: 2017 IEEE symposium on computers and communications (ISCC), pp 128–133

  6. do Nascimento FJB, de Souza CT (2016) Features of second screen applications: a systematic review. In: Proceedings of the 22Nd brazilian symposium on multimedia and the Web, Webmedia ’16. ACM, New York, pp 83–86

  7. Egidi L, Furini M (2005) Bringing multimedia contents into MP3 files. IEEE Commun Mag 43(5):90–97

    Article  Google Scholar 

  8. Furini M (2008) An architecture to easily produce adventure and movie games for the mobile scenario. ACM Comput Entertain 6(2):1–16

    Article  Google Scholar 

  9. Furini M (2014) Users behavior in location-aware services: Digital natives vs digital immigrants. Advances in Human-Computer Interaction, pp 2014

  10. Furini M, Tamanini V (2015) Location privacy and public metadata in social media platforms: attitudes, behaviors and opinions. Multimed Tools Appl 74(21):9795–9825

    Article  Google Scholar 

  11. Furini M, Montangero M (2016) Tsentiment: on gamifying twitter sentiment analysis. In: Proceedings of IEEE symposium on computers and communication, pp 91–96

  12. Furini M, Mandreoli F, Martoglia R, Montangero M (2017) Science Fiction or Real Revolution? Springer International Publishing, Cham, pp 96–105

    Google Scholar 

  13. Furini M, Mandreoli F, Martoglia R, Montangero M (2017) The use of hashtags in the promotion of art exhibitions. In: 13th research conference on digital libraries, IRCDL 2017, Modena, pp 187–198

  14. Furini M, Menegoni G (2018) Public health and social media: Language analysis of vaccine conversations. In: 2018 international workshop on social sensing (SocialSens), pp 50–55

  15. Ferretti S (2016) Guitar solos as networks. In: 2016 IEEE international conference on multimedia and expo (ICME), pp 1–6

  16. Ferretti S (2017) On the modeling of musical solos as complex networks. Inf Sci 375:271–295

    Article  Google Scholar 

  17. Ferretti S (2017) On the complex network structure of musical pieces: analysis of some use cases from different music genres. Multimedia Tools and Applications

  18. Geerts D, Leenheer R, De Grooff D, Negenman J, Heijstraten S (2014) In front of and behind the second screen: Viewer and producer perspectives on a companion app. In: Proceedings of the ACM international conference on interactive experiences for TV and online video, TVX ’14, pp 95–102

  19. Ghosh S, Viswanath B, Kooti F, Sharma NK, Korlam G, Benevenuto F, Ganguly N, Gummadi KP (2012) Understanding and combating link farming in the twitter social network. In: Proceedings of the 21st international conference on World Wide Web, WWW ’12, pp 61–70

  20. Giglietto F, Selva D (2014) Second screen and participation: A content analysis on a full season dataset of tweets. J Commun 64(2):260–277

    Article  Google Scholar 

  21. Google (2012) The New Multiscreen World: Understanding Cross-platform Consumer Behavior. In https://www.thinkwithgoogle.com/advertising-channels/mobile/the-new-multi-screen-world-study/

  22. Gupta A, Lamba H, Kumaraguru P, Joshi A (2013) Faking sandy: Characterizing and identifying fake images on twitter during hurricane sandy. In: Proceedings of the 22nd international conference on World Wide Web, WWW ’13 Companion, pp 729–736

  23. Holmes ME, Josephson S, Carney RE (2012) Visual attention to television programs with a second-screen application. In: Proceedings of the symposium on eye tracking research and applications, pp 397–400

  24. Jenkins H (2006) Convergence culture: Where old and new media collide. NYU Press, New York

    Google Scholar 

  25. Lee S, wan Yoo J, Han G (2015) A second screen web service framework based on multimedia package distribution. In: 2015 IEEE international conference on consumer electronics (ICCE), pp 42–45

  26. Meloni LFP, Costa GC, Kobayashi G, Kurashima CS (2016) Implementation of chat application for ginga middleware technology using second screen. In: 2016 IEEE international symposium on consumer electronics (ISCE), pp 43–44

  27. Montangero M, Trank MF (2015) Ranking twitter users according to specific topics. In: 2015 12th annual IEEE consumer communications and networking conference (CCNC), pp 767–772

  28. Mu M, Knowles W, Sani Y, Mauthe A, Race N (2015) Improving interactive tv experience using second screen mobile applications. In: 2015 IEEE international symposium on multimedia (ISM), pp 373–376

  29. Mukherjee P, Wong JS, Jansen B (2014) Patterns of Social Media Conversations Using Second Screens. In: Proceedings of the international BigData/SocialCom/CyberSecurity conference

  30. Mukherjee P, Jansen BJ (2016) Second screen interaction analysis for irl events Phase-category investigation of the super bowl 2015 social soundtrack. In: 2016 7th international conference on information and communication systems (ICICS), pp 13–19

  31. Narasimhan N, Doo M, Wodka J, Vasudevan V (2010) Collectv intelligence: A 3-screen social search system for tv and video queries. In: 6th international conference on collaborative computing: networking, applications and worksharing (CollaborateCom 2010), pp 1–6

  32. Nagy J, Midha A (2014) The value of earned audiences: How social interactions amplify tv impact. J Advert Res 54(4):448–453

    Article  Google Scholar 

  33. Newman M (2010) Networks: An introduction. Oxford University Press, New York

    Book  Google Scholar 

  34. Pagno B, Costa D, Guedes L, Freitas CDS, Nedel L (2015) Guidelines for designing dynamic applications with second screen. In: 2015 XVII symposium on virtual and augmented reality, pp 42–51

  35. Pal A, Counts S (2011) Identifying topical authorities in microblogs. In: Proceedings of the 4th ACM international conference on web search and data mining, WSDM ’11, pp 45–54

  36. Proulx M, Shepatin S (2012) Social TV: How Marketers Can Reach and Engage Audiences by Connecting Television to the Web, Social Media, and Mobile. Wiley, NY

    Google Scholar 

  37. Stenger M (2012) TV goes social: The rise of the second screen. In http://socialnewsdaily.com/4193/tv-social-networks-use-infographic

  38. Stringhini G, Wang G, Egele M, Kruegel C, Vigna G, Zheng H, Zhao BY (2013) Follow the green Growth and dynamics in twitter follower markets. In: Proceedings of the conference on internet measurement conference, IMC ’13, pp 163–176

  39. Watts DJ, Strogatz SH (1998) Collective dynamics of’small-world’networks. Nature 393(6684):409–10

    Article  Google Scholar 

  40. Weng J, Lim E-P, Jiang J, He Q (2010) Twitterrank: Finding Topic-sensitive Influential Twitterers. In: Proceedings of the 3rd ACM international conference on web search and data mining, WSDM ’10, pp 261–270

Download references

Author information

Authors and Affiliations

  1. Fondazione Marco Biagi, Universita di Modena e Reggio Emilia, Modena, Italy

    Roberta De Michele

  2. Dipartimento di Informatica – Scienza e Ingegneria, Università di Bologna, Bologna, Italy

    Stefano Ferretti

  3. Dipartimento di Comunicazione ed Economia, Università di Modena e Reggio Emilia, Reggio Emilia, Italy

    Marco Furini

Authors
  1. Roberta De Michele
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Stefano Ferretti
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Marco Furini
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Marco Furini.

Additional information

Publisher’s Note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

De Michele, R., Ferretti, S. & Furini, M. On helping broadcasters to promote TV-shows through hashtags. Multimed Tools Appl 78, 3279–3296 (2019). https://doi.org/10.1007/s11042-018-6510-7

Download citation

  • Received:

  • Revised:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s11042-018-6510-7

Keywords

Search

Navigation