When you have 34 million friends (and counting) on Facebook, you're clearly doing something right. But Nickelodeon's successful promotion of "SpongeBob SquarePants" isn't accidental. The network's philosophy is to be everywhere its fans are, but it's not just about having a presence. What drives Nickelodeon's success is its commitment to sharing good content with its audience, regardless of the platform.
Last year, Nickelodeon broke ground by premiering an episode of SpongeBob on Facebook, giving social media users a special reward for engaging with the property online. The network has also made good use of Twitter. Most notably, SpongeBob took fans along for a vacation by tweeting photo postcards and interacting from the road to promote its "Runaway Road Trip Week."
While it's clear that Nickelodeon does a good job of using social media to promote its programming and keep fans engaged, the network should also be praised for its ability to listen. After all, listening is a critical -- but often overlooked -- component of social media. And in Nickelodeon's case, the network not only heard its Facebook fans request to bring back nostalgic shows from the '90s, but it also took action by launching "The '90s Are All That," a programming block featuring some of its original hits.
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Cover art images "Movie theatre interior" and "Cinema with people" via Shutterstock.