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NBC Placing "Multiple Bets" on Social Media – Do They Lack Focus?



nbclogo NBC Universal’s not quite sure which social networking tools will have the stamina to stay the race, so it has decided to “place multiple bets,” says Beth Comstock, president of integrated media.

Coming this September, NBC.com will add social networking capabilities such as profiles, online communities, widgets, blogs, photos and video. Phew! That should take care of just about everything.

Reuters has a sneak peak of what you’ll see this fall…

On August 27, NBC will begin streaming episodes of “Conan” on the site. Daily episodes will be available the next day at 5 a.m. PDT.

Also in late August, NBC will unveil a corporate site for Dunder-Mifflin, the fictitious paper company at the center of “The Office.” Users will be able to log on to this site, join branches and complete challenges relating to the show.

The network will ratchet up the online presence of “Heroes” this summer, as well, presenting sites dedicated to specific characters. NBC also will introduce Season 2 characters from the drama on the portal.

While I like their effort to make their site more social media ready, I’m concerned with their “throw as much stuff at the wall and see what sticks” approach. It takes a lot of hard work to build a community around any aspect of social media. I’d rather see NBC pick one or two offerings and focus on making them a success, than putting it all out there and having their attention splintered.

  • http://www.textadsearch.com/ TextAdSearch

    It seems all the media outlets are in a scramble to secure their online estate.

    In the UK BBC are about to launch their service where you can watch BBC programmes on the net. Not sure how this will work out with the licence fee us UK residents already pay.

    You bet there will be a glamour of niche TV sites.

  • http://www.brianchappell.com Brian Chappell

    I can just see the board meeting to decide this.

    Some old fart sitting behind a desk who has no idea what any of this is.

    “ok guys, we need social media on our site”

    The young tech guy responds.

    “Social media is the wave of the future, there are many different outlets to utilize, such as profiles, online communities, widgets, blogs, photos and video ”

    old fart:

    “alright lets use them all, when can we get this implemented”

    I agree Andy, concentrate on a few and make them robust, different, and en capturing in there own way, vs trying to do everything.

    Information overload anyone?

  • http://www.thevanblog.com Steven Bradley

    I guess there’s nothing like being focused.

    It does seem like a lot all at once. The one thing NBC might have going for it is all their shows already have communities around them. They don’t really need to build the community so much as provide an outlet for them.

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