Christina Milian serves as "Social Media Correspondent" for the famous NBC show "The Voice." Her mission is quite interesting: "Bridging the on-air experience of 'The Voice' with the online experience, and bringing viewers closer to the competition." NBC has just explored this new job with Pat McAfee who has been NBC’s Social Media Correspondent for the Super Bowl XLV.
Some digital influencers are now endorsed to become Social Media Correspondents: Louise Roe for Louis Vuitton Paris Fashion Week day tomorrow, who'll be in charge of live-interviewing and live-sharing contents from the red carpet to the special premiere at Arts Décoratifs' museum. But these Social Media correspondents aren't all from the TV world, as Jessica Conatser is also Social Media correspondent for Milk Studios.
This trend has just started to rise, and could be one of the most important developments related to connected (or social) TV. Social Media correspondents demonstrate how Social Web has become the main hub for any content strategy. It's no longer about "live" versus "replay" programmes, but more on how they now need to be "socially edited."
- creating new ways to express a TV programme online: backstage access, special interviews, specific challenges
- widening TV audience to Social Media publics
- understanding new usages and how a programme is understood, amplified, within Social Networks.