Social Media Tools for TV Programmes Promotion

Authors

Mariana Kitsa National University Lviv Polytechnic Author
Iryna Mudra National University Lviv Polytechnic Author

DOI:

Keywords:

network, promotion, social media, survey, television, users

Abstract

Social media are an important opportunity for communication and an efficient media promotion tool. Intelligent use of social media tools to promote media content helps to increase site traffic, build mass media image, and increase its reach. Today, the majority of young and adult viewers of the ‘traditional’ television get information from the social media first. According to our previous surveys, social media are the source, from which modern society get the information in the first place, and only after a working day watch TV to get the full picture of affairs. That is why, it is very important for “television” in the traditional meaning of this word to popularise itself through the social media. The most efficient methods of TV promotion via social media are personalisation, hosting news on social media, posting video, audio and photo materials, live broadcasting, direct communication with social network readers (users), etc. It is also very important to popularise both a TV channel’s website and programming. Every year social networks are becoming more and more popular with businessmen and media managers alike. Managers of the most popular TV channels have already appreciated the positive trends of using social networks because social media promotion tools help to boost TV programmes’ recognition and the audiences’ awareness of them.

Author Biographies

Mariana Kitsa, National University Lviv Polytechnic

Mariana Kitsa is an Associate Professor at the Department of Journalism and Mass Communication of the National University, Lviv Polytechnic. Her research interests include non-quality advertising in Ukrainian print media, topics related to gender in media discourse, Public Relations, television studies, online media, etc. She has published a monograph titled Pathogenic Advertising in the Ukrainian Print Media and has written various scientific articles on different problems, including social networks and TV content.
Iryna Mudra, National University Lviv Polytechnic

Iryna Mudra is an Associate Professor at the Department of Journalism and Mass Communication at the National University, Lviv Polytechnic. Her research interests are management and marketing in mass media, Public Relations, the late modern press, images of fashion and human body in mass media. She has published a monograph titled Marketing Strategies of the Modern Social-Political Newspapers in Ukraine and written numerous scientific articles on marketing, advertising, social networks and TV promotion.