The integration of social media techniques, such as hashtags and links to social profiles, is becoming increasingly more evident within TV adverts and programmes. By connecting their television campaigns and content with social media, companies are able to offer enhanced programming interactivity, extending the viewer experience from screen to mobile and increasing their social media audiences at the same time. 

For instance, Coca-Cola's advert promoting its work with WWF to conserve the polar bear's Arctic home features the hashtag #ArcticHome along with the campaign's URL at the bottom of the screen. Another example is Simply Health UK, which is currently promoting the fact that for every ‘Like' received on Facebook, it will donate a pound to Heart Research UK. The advert also includes the URL of the Simply Health UK Facebook page, so the audience can be easily directed to it. Both brands are also using their social media profiles to reference the advert, accompanied by calls to action such as questions to encourage engagement. The film industry is also utilising this approach – many trailers feature title-specific hashtags or links to a movie's Facebook or Twitter pages towards the end of the screening.

It's not just adverts which are integrating social media. Many TV programmes now display a relevant hashtag at the beginning of their show, which was seen with this year's Brit Awards (#BRITs2013), as well as shows such as One Born Every Minute (#OneBorn), The Only Way Is Essex (#WhatsnextTOWIE) and The Big Reunion (#BigReunion). This provides an incentive for viewers to take to their Twitter pages to discuss the programme, increasing its visibility and publicity, as well as giving the narrator a chance to mention any popular tweets after the show has finished.

The ways in which social media is becoming integrated within television, whether through advertising, programming, or both, demonstrates how the practice is becoming an important part of marketing campaigns for brands and networks alike. With it becoming increasingly popular for companies to enhance their social presence by reaching out to a wider audience through TV, and vice versa, it is something that both brands and social media agencies should certainly consider going forward. 

Jessica Ward is an account executive at Punch Communications, an integrated social media, SEO and PR agency with a varied client base from start-ups to global brands. If you are interested in services such as social search, or are interested in seeing what integrated public relations consultants can do for your business, call Punch on 01858 411600.