????對于那些熱衷于社交網絡,、特別是愛上Twitter的人來說，他們可能會把社交網絡的重要性看得很高,，甚至超過它對社會的實際影響,。如果你經常上Twitter，而且你熟悉的人也經常上Twitter,，你可能會產生一種錯覺,，好像全世界的人們都活在Twitter上一樣。但真實的世界并不是這樣,。大多數人上了一整天的班（或是上學）后回到家里,，只想一頭倒在沙發(fā)上看電視（或者讀讀書、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,。

????不少微博愛好者的微博內容都與他們喜歡的電視節(jié)目有關?！度A爾街日報》（Wall Street Journal ）在它的SocialGuide電視節(jié)目評分服務中引入了尼爾森公司（Nielsen）編制的“Twitter評分”,。結果發(fā)現，在有些最熱門的電視節(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）之間存在著不小的差異。事實證明,，Twitter上討論最多的電視劇往往都不在熱播劇之列,。

????各大電視網絡、廣告商以及包括Twitter,、Facebook在內的社交網絡公司都想利用這種“第二塊屏幕”現象賺錢,，但事實上，即使他們真的這樣做了,，所產生的廣告效應恐怕也差強人意,。

????《華爾街日報》指出：這些數據表明，社交媒體用戶群的構成與市場營銷人員每年花幾百億美元廣告費試圖吸引的一般電視觀眾的構成存在很大區(qū)別,。

????畢竟,，Twitter在美國只有4,900萬名用戶，而且其中只有一小部分人經常發(fā)微博,，討論他們喜歡的電視節(jié)目,。

????當然，這并不是說,，我們沒有必要去理解和接觸這部分用戶,。不過有位市場營銷人士對“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)目有關的微博,，它就表明“節(jié)目里的廣告應該也受到了關注”。不過難道這不是更有可能表明Twitter也獲得了關注嗎,？

????Twitter如今已經做好了上市的準備,。Twitter認為，如果在自己的平臺上打廣告,，完全可以做到“兩手抓”,。Twitter已經明確表示，它正在尋找與電視有關的廣告,，包括通過它的Amplify項目,。這個項目會在信息流中顯示植入了廣告的視頻片斷。

????Twitter當然有自信的實力：如果你的朋友在Twitter上發(fā)了與某個電視節(jié)目有關的微博,，那么你自己也很有可能去找這個節(jié)目來看,。不過在此之后，這個節(jié)目還得靠自己本身的魅力,。

????據eMarketer上周發(fā)布的一份報告顯示,，體育類節(jié)目和《美國好聲音》（The Voice ）、《美國偶像》（American Idol）等真人秀節(jié)目最容易成為社交網絡討論的熱門節(jié)目,，這也可能成為最大的商機所在,。另外,，Twitter傾向于向城市和年輕人群傾斜。因此在Twitter打廣告,，最完美的目標就應該是一個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,，很大程度上可能會成為一種浪費,。（財富中文網）

????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.