????對(duì)于那些熱衷于社交網(wǎng)絡(luò)、特別是愛(ài)上Twitter的人來(lái)說(shuō)，他們可能會(huì)把社交網(wǎng)絡(luò)的重要性看得很高，甚至超過(guò)它對(duì)社會(huì)的實(shí)際影響。如果你經(jīng)常上Twitter，而且你熟悉的人也經(jīng)常上Twitter，你可能會(huì)產(chǎn)生一種錯(cuò)覺(jué)，好像全世界的人們都活在Twitter上一樣。但真實(shí)的世界并不是這樣。大多數(shù)人上了一整天的班（或是上學(xué)）后回到家里，只想一頭倒在沙發(fā)上看電視（或者讀讀書(shū)、織織毛衣，或是跟親朋好友聊聊天、打打電話），最后想到的才是去微博上發(fā)發(fā)牢騷。

????不少微博愛(ài)好者的微博內(nèi)容都與他們喜歡的電視節(jié)目有關(guān)?！度A爾街日?qǐng)?bào)》（Wall Street Journal ）在它的SocialGuide電視節(jié)目評(píng)分服務(wù)中引入了尼爾森公司（Nielsen）編制的“Twitter評(píng)分”。結(jié)果發(fā)現(xiàn)，在有些最熱門(mén)的電視節(jié)目和所謂的“第二塊屏幕收視率”（也就是發(fā)微博討論所收看的電視節(jié)目的人數(shù)）之間存在著不小的差異。事實(shí)證明，Twitter上討論最多的電視劇往往都不在熱播劇之列。

????各大電視網(wǎng)絡(luò)、廣告商以及包括Twitter、Facebook在內(nèi)的社交網(wǎng)絡(luò)公司都想利用這種“第二塊屏幕”現(xiàn)象賺錢(qián)，但事實(shí)上，即使他們真的這樣做了，所產(chǎn)生的廣告效應(yīng)恐怕也差強(qiáng)人意。

????《華爾街日?qǐng)?bào)》指出：這些數(shù)據(jù)表明，社交媒體用戶(hù)群的構(gòu)成與市場(chǎng)營(yíng)銷(xiāo)人員每年花幾百億美元廣告費(fèi)試圖吸引的一般電視觀眾的構(gòu)成存在很大區(qū)別。

????畢竟，Twitter在美國(guó)只有4,900萬(wàn)名用戶(hù)，而且其中只有一小部分人經(jīng)常發(fā)微博，討論他們喜歡的電視節(jié)目。

????當(dāng)然，這并不是說(shuō)，我們沒(méi)有必要去理解和接觸這部分用戶(hù)。不過(guò)有位市場(chǎng)營(yíng)銷(xiāo)人士對(duì)“第二塊屏幕收視率”的看法可能是有些難以理解。Mullen廣告公司的視頻投資主管史蒂夫?卡布表示，如果人們發(fā)了與電視節(jié)目有關(guān)的微博，它就表明“節(jié)目里的廣告應(yīng)該也受到了關(guān)注”。不過(guò)難道這不是更有可能表明Twitter也獲得了關(guān)注嗎？

????Twitter如今已經(jīng)做好了上市的準(zhǔn)備。Twitter認(rèn)為，如果在自己的平臺(tái)上打廣告，完全可以做到“兩手抓”。Twitter已經(jīng)明確表示，它正在尋找與電視有關(guān)的廣告，包括通過(guò)它的Amplify項(xiàng)目。這個(gè)項(xiàng)目會(huì)在信息流中顯示植入了廣告的視頻片斷。

????Twitter當(dāng)然有自信的實(shí)力：如果你的朋友在Twitter上發(fā)了與某個(gè)電視節(jié)目有關(guān)的微博，那么你自己也很有可能去找這個(gè)節(jié)目來(lái)看。不過(guò)在此之后，這個(gè)節(jié)目還得靠自己本身的魅力。

????據(jù)eMarketer上周發(fā)布的一份報(bào)告顯示，體育類(lèi)節(jié)目和《美國(guó)好聲音》（The Voice ）、《美國(guó)偶像》（American Idol）等真人秀節(jié)目最容易成為社交網(wǎng)絡(luò)討論的熱門(mén)節(jié)目，這也可能成為最大的商機(jī)所在。另外，Twitter傾向于向城市和年輕人群傾斜。因此在Twitter打廣告，最完美的目標(biāo)就應(yīng)該是一個(gè)22歲左右、喜歡看很多真人秀節(jié)目的棒球迷。

????但是要想在Twitter上針對(duì)那些喜歡情景喜劇和電視劇的普通觀眾打廣告的話，很大程度上可能會(huì)成為一種浪費(fèi)。（財(cái)富中文網(wǎng)）

????譯者：樸成奎??

????Social-media enthusiasts, especially those on Twitter, tend to think their hobby is more popular than it really is. If you're on Twitter a lot, and the people you know best are on Twitter a lot, it's easy to delude yourself into thinking that the whole world is there with you. But it's not. Most people work or go to school all day, and when they get home, many of them just want to flop down on the couch in front of the TV (or maybe read a book, or do some knitting, or chat face-to-face or on the phone with friends and family). The last thing on their minds is logging into Twitter to yammer.

????And that includes yammering about their favorite TV shows. The Wall Street Journal has compared the "Twitter ratings" compiled by Nielsen through its new SocialGuide service to TV ratings, and noted a big disconnect between some of TV's most popular shows and so-called second-screen viewing -- which in this case means people tweeting about the shows they're watching. The most-tweeted shows, it turns out, generally aren't among the most popular.

????Networks, advertisers, and social-media services including Twitter and Facebook (FB) are trying to capitalize on the "second screen" phenomen" it appears that, even if they are successful, the rewards will be marginal at best.

????The data, the Journal concludes, serve as "a reminder that the social-media service's user base has a very different makeup than the mass-market TV-viewing audience that marketers spend tens of billions of dollars each year to reach."

????Twitter, after all, has only about 49 million users in the U.S., and only a fraction of them tweet regularly about TV.

????Which is not to say it's pointless to try to understand and reach those users. But it's difficult to understand one marketer's conclusions about the value of second-screening: If people are tweeting about TV shows, that "means the ads are also being paid attention to," Steve Kalb, director of video investment at the ad firm Mullen, told the Journal. But doesn't it more likely mean that Twitter is being paid attention to?

????Twitter, which is getting ready to go public, thinks it can be both -- if the ads are on Twitter itself. It has explicitly stated that it's seeking TV-related ads, including through its Amplify program, which presents video clips with ads for shows embedded in the tweet stream.

????Twitter certainly has the power of buzz behind it: If your friends are tweeting about a show, you're more likely to check it out for yourself. After that, though, the show has to stand on its own.

????As noted in a report last week, from eMarketer, sports and other live-viewing events like The Voice and American Idol, naturally lend themselves to second-screen viewing. That's where most of the opportunities probably lie. Furthermore, Twitter skews young and urban, so the perfect target for these efforts might be a 22-year-old baseball fan who watches a lot of reality TV.

????Trying to reach the couch-floppers who prefer mass-market sitcoms and dramas, though, might be largely a wasted effort.