I had the privilege of having my internship last summer at ABS-CBN Broadcasting Corporation‘s Corporate Communications Division. As part of the PR Account Group that handles accounts on Acquisitions (Koreanovelas) and News and Current Affairs Division (I Survived, Kalye, etc.), I had been partially involved in media monitoring among others the network’s campaign for the 2010 National Elections entitled ‘Boto Mo: I-Patrol Mo Ako Ang Simula.’
ABS-CBN’s use of the mobile and the internet is so extensive that they have a whole division, ABS-CBN Interactive, for that alone. That, aside from the fact that almost all of their shows either have a Multiply account or a Facebook page depending on their audience. Naturally, new social media also played a huge part in the Ako Ang Simula campaign. Here’s a short video we made (featuring my beautiful voice :P) on how exactly:
What we’ve learned from this case:
- Even huge tri-media corporations use new social media
- This is a good example of an interaction between the use of traditional media and new social media.
Room for Improvement
However, it also wouldn’t hurt to reply to some deserving entries and posts (such as invitations to requests and campaigns) in their sites. As of this point, the new social media system is still on BROADCAST mode (see my post on the BIS model) due to information overload and it is not interacting with the audience very much – it just became an avenue for the people to interact, but not for them to interact with the people.
truly, organizations cannot ignore nsm because of the fact that it creates more impact to the lives of of its users.
And, it is where the people are. So, if you are a broadcast media for that matter, catering to people, it is important for you to be where they are to be able to broadcast to them effectively.
I think they are a network giant not because they intentionally listen to the audience but because, well, they deliver well, probably only better than a few other stations. It’s like their secret formula. However, there’s that danger of sticking to the knitting too long and stiffly. Can’t easily move a giant from the stance that makes him win. The trick here, I think is to now extend themselves from being just good and to becoming smart. Or youtube will outsmart them.
Sayang, too, your vid wouldn’t load from my browser. Would have been nice to hear your teacher bell voice 🙂 GOD bless!
This only goes to show how new social media becomes more and more important everyday. Not only do traditional companies benefit from it but also it would give them an edge over the other companies.