The Wrap’s Lucas Shaw writes about CNN’s social media endeavors…
And it has paid off in higher ratings — if not overall, at least on big-event nights.
“To say that there is a direct correlation [between ratings points and social] right now would not be the right thing to say,” Ghuneim told TheWrap. “But there is definitely a correspondence. This is the beginning of the ability for networks to value their media based on engagement and not just reach.”
CNN agrees. “I don’t think anyone can make case that there’s this causation where what happens on social media cause big ratings,” Steve Krakauer, senior digital producer for CNN, told TheWrap. “But on some of big events there’s a correlation.”
When asked why the social-media advantage hasn’t benefitted the network’s overall ratings, Krakauer said the Twitter population doesn’t represent the average viewer. Twitter in particular can be dominated by the media yammering about one thing or another with little regard for who’s actually watching what on TV.