Social is hot with consumers and brands. Here's how ABC Family creates huge buzz for its products by mastering this area of marketing.
Obsessively observe social chatter
ABC Family's marketing team spends a ton of time where its fans go to discuss its shows and speculate about the next episode. By keeping a focused and clear eye on the social media channels where its fans are talking, ABC Family is able to understand in real-time how its audience is reacting to the content and gather valuable information for branded content creation.
Create relevant content to stir discussion and gossip
Once ABC Family's marketing team has studied its audience on social, it turns its attention to creating relevant content to feed the flames. ABC Family keeps its content extremely adaptable to what its audience is most interested in and is not afraid to inject gossip, drama, or questions into the conversation.
Push content through social media
Once it has listened, learned, and created content on social, ABC Family employs a social media delivery strategy for its content. Facebook, Twitter, Instagram, and Tumblr are the social networks ripest with viewers, and the different tones of each create unique opportunities to deliver content in special ways.
In this exclusive interview, Danielle Mullin, VP of marketing for ABC Family, speaks to iMedia about the hit show "Pretty Little Liars," and how ABC Family was able to turn it into one of the most socially talked about shows of all time.