3. Measure and share real-time results with viewers. TV networks and shows can put their finger on the pulse of viewer engagement before, during, and after a show airs. It’s traditionally believed that word of mouth is the most influential form of marketing. Consensus matters because it saves time and provides clarity. In the same way we look for book or music recommendations from friends, we turn to social media to hear about the next big thing. Traditional media outlets are becoming valuable editors of the social media space, using their expertise to tell their viewers what they should be consuming according to general consensus. This strategy also proves valuable to advertisers who can make more informed decisions about when, where, and how they want to advertise on TV.

As the 2012 presidential election approaches, voters will be keeping their eyes on their own network’s opinions more than political pundits or government officials. Said pundits and officials should, therefore, provide a new form of value by packaging and delivering these organic results to their audience.