Gill Worby, the cablenet’s head of digital marketing, explained how the operator entered conversations from a Virgin Media point of view. “We go into a filter of why should Virgin Media say it and then we ask ourself if people care, Worby told Cable Congress. “We don’t start conversations it’s about conversations that have already started up and of we should get involved”.
Worby said that initially the cablenet was approached on social media because people had an issue with their broadband. It would then join those conversations and attempt to turn it around.
Snapchat and Instagram is for the younger generation, and while Virgin is increasingly looking at the two formats, MTV International’s vice president of social media Joanna Wells said Snapchat was already massive for the Viacom property. “It’s changed our business in terms of how we create content and set up our teams… We’ve had over 4 million views on our Snapchat Discover and you can’t get that anywhere else.”
MTV has also been experimenting with exclusive content for its social media channels.
“We can have people on the streets of London asking about Brexit and it’s up there in a couple of hours. Two years ago we’d lost our place on social and we’ve now got that back.”