Station Roadmap For Monetizing Social Media

BIA/Kelsey and Share Rocket have published a white paper, Local TV Station Roadmap for Monetizing Social Media examining the social media opportunities for broadcasters and providing four basic strategies for success. 

The paper says the addition of social channels into their marketing solutions empowers local television broadcasters to develop new audience products for their clients. The win for TV broadcasters in social media is to monetize content published on social platforms with incremental ad sales and to increase on-air viewing via social channel promotions and audience engagement.

The social media advertising industry in the U.S. will grow to $31.5 billion by 2021, from $14.9 billion in 2016. As social platforms like Facebook have made direct monetization of their platforms a reality, there is a strong need for a social audience currency that enables broadcasters and publishers to quantify the value of their audiences to marketers and advertisers.

BIA/Kelsey and Share Rocket, recently announced a partnership that will include a variety of industry initiatives designed to examine social media audiences of local TV stations.