如何将实时社交媒体与流媒体视频整合
Viewers interacting with a second screen while consuming content is not something that we, 作为生产者, 对…有很大的控制权, but by integrating real-time social media with streaming video we can try to maintain viewer engagement and encourage them to use their second screens to interact with the content producers and other viewers, 而不是利用他们更广泛的社交媒体网络.
作为一个社会, we recognize that our interactions compete for time with ever-present Internet-connected smart phones and tablets. 在教室里, 会议, 或董事会, 或者和朋友出去吃饭，甚至是第一次约会, 我们用联网设备争夺注意力.
广播公司和广告商和任何人一样清楚这一点. As the primary vehicle of TV consumption has shifted from live television to on-demand streaming and timeshifted playback of live television using a PVR, 广告商明白这一点，以便吸引观众的注意力, they need to engage them on their second screens–their smart phones and tablets. This effort to engage viewers on their second screens can be seen in the form of strategically timed Twitter hashtags that often summarize a storyline with run-together compound words.
这种类型的交互通常是有限的, although I have seen some shows 就像 ABC’s The Voice read live tweets from viewers and display tweets supposedly written by the show’s quartet of celebrity coaches. 不可否认, the celebrity tweets appear to be written by social media handlers via the celebrity’s Twitter account, but The Voice still represents a solid example of broadcast television trying to engage the viewing audience on their second screens while they watch live television programming. 同样的, a webcast that properly integrates real-time social media with streaming video can replicate this type of Twitter interaction and take engagement and the conversation to the next level by adding Facebook comments.
具有讽刺意味的是, as television consumption has morphed into an on-demand and timeshifted experience, 直播或网络直播- i.e.在美国，实时观看网络视频已经成为一个不断增长的市场. Corporate webcasting is often used to connect remote employees or 会议 attendees in remote or satellite locations, and technology companies are increasingly webcasting product launches. 比如广播电视, today’s live webcasts often integrate real-time social media with streaming video in an effort to engage their viewing audiences. Engaging webcast viewers via social media results in higher viewer retention, 因为它们停留的时间更长. 这也意味着更高的能见度, 因此观众人数也会增加, as these viewers share their engagement activities across their social media networks.
添加社交媒体的两种方式
There are two ways to integrate real-time social media in live streaming video. The first is by engaging viewers through the use of chat, Facebook comments, and tweets. The second is by compositing Facebook and Twitter comments on the live video. 我将讨论并演示这两种方法.
A live webcast on a Facebook page with Facebook comments below the video and tweets and Facebook comments overlayed on the video
鼓励观众分享, 就像, 在twitter上发布直播网址是个不错的开始, 但真正的参与需要互动. Both Ustream and Livestream have channels and event pages that allow Facebook comments/就像s/shares, 推特微博, 和聊天. It’s important to assign a moderator to monitor these different interaction methods to prevent conversations that are too risqué for the intended audience and discourage trolls and bots.
This communication channel can also double as a way for the webcast team to communicate with the viewing audience for technical support issues without interrupting the flow of the live webcast or involve the talent. It can also be used to send clickable web links that aren’t possible when you overlay a URL on live video.
If the webcast is going to be hidden from an event page or channel or simulcast via an embed code on a client website, 社交媒体功能仍然可以保持, 取决于所选的嵌入代码选项. 另外, both Ustream and Livestream have Facebook apps that allow the video to be embedded on a Facebook page, 这样就增加了第三个同步播出地点. My initial concern with multiple simulcast locations is that the different audiences wouldn’t be interconnected, 但Facebook上的评论在三个同时播出的地点都能看到, which has the added benefit that the moderator doesn’t need to be in three web locations at once.
Ustream embed options include the video player only, player plus sidebar, and sidebar only.