A new report from social intelligence platform Brandwatch has identified BBC Two as the most social-savvy of the UK’s five terrestrial broadcast networks.
The report analysed the social media use of each terrestrial channel to identify how effectively they use social media networks to “connect and converse with their core user base”.
Brandwatch analysed five different categories of broadcast social media activity to rank “social successes”: social visibility, non-social visibility, net sentiment, reach growth, and social engagement and content.
The results saw BBC Two come out on top, followed by ITV, BBC One, Channel 4, and Channel 5.
“Interestingly, networks like Facebook have the potential to reach a much wider audience than the average tweets,” explained Melissa King, media sector manager at Brandwatch. “So, savvy broadcast channels should consider Facebook to be the best way of spreading more strategic content – such as campaign messages – while Twitter is the best place to generate real-time conversations on their shows with fans.”