Driving Digital Signage with Social Media

One of the greatest challenges facing any network operator is how to keep content current and relevant.

Driving Digital Signage with Social Media

Dec 27, 2011 1:19 PM, By Vern Freedlander, Vice President, Production, X2O Media

One of the greatest challenges facing any network operator is how to keep content current and relevant. In many network installations, leveraging social media as a key content source can provide a valuable solution. Digital signage systems that can fully leverage social media feeds and present them in a compelling manner open up an extraordinary number of content and viewer relationship possibilities.

Social media provides a real-time indicator of audience opinions ranging from reactions to news and events to topical feedback. Content generated from social media is often used in digital signage applications to drive viewer engagement by encouraging audiences to respond to specific questions, share tips and to foster participation in contests. This unique content feed ensures that audiences are always in the loop with the latest news and helps ensure that the network is consistently delivering timely information that in turn makes the network more watchable.

Retailers are starting to appreciate the value of social media as a captivating digital signage tool that generates buzz around new products and special offers. By interacting with the signage screen, consumers feel more engaged and are more likely to relate their experience to others. In corporate communications, social media is being used more and more to share content with staff or with specific teams. For managers who need to know the pulse of employees, social media provides a great opportunity to gauge feedback.

Beyond tweets and posts are the analytics behind the messages. Networks that can dissect the content and reveal trends and key indicators provide additional value to both viewers and network operators. However the key to successfully deploying social media content comes down to screen presentation. Simply listing posts isn’t very visually exciting. However if the content is well designed and laid out, takes advantage of animation, or if an interactive process is introduced, the presentation becomes much more dynamic and is highly watchable.

Vern Freedlander is vice president of production services for Montréal-based X2O Media, a full-service provider of technology, network management and content services for professional digital signage applications. With more than 20 years of broadcast television experience as a producer, director and executive, Freedlander oversees all of X2O Media’s content initiatives. He can be reached at vern@x2omedia.com.




Case Study: The Boston Globe, Boston

When The Boston Globe decided to open new headquarters for its iconic newspaper, part of the technical charter was to develop a next gen IP network. The Globe commissioned AV firm Maverick Integration to select a video distribution system that could drive and support the news ...read more


Case Study: Circa, Los Angeles

The new Circa development in downtown Los Angeles is a traffic stopper. The twin 35-story luxury residential towers, on the corner of Figueroa and 12th Streets, are wrapped with three giant LED screens covering an eight-story parking structure used by patrons of the adjacent ...read more

Angelina Metropole_HiRez

Case Study: Sofitel Legend Metropole, Hanoi

At the Sofitel Legend Metropole in downtown Hanoi, guests get a taste of colonial-era grandeur and luxury from an array of amenities. The hotel’s two floor, 330 square meter angelina cocktail bar, whisky lounge and restaurant features a bespoke bar counter with an 8 meter ...read more

Eglin AFB-High Rez-U.S. Air Force photo- Samuel King Jr

Case Study: Eglin Air Force Base, Florida

The U.S. Air Force’s 96th Range Control Squadron (96 RNCS) at Eglin Air Force Base, Florida provides real-time mission monitoring and control of the base’s Test and Training Range. The 96 RNCS tracks and controls aircraft and weapons in flight, performs data collection and data ...read more

Portland Theater

Case Study: Alpha Sound, Oregon

Alpha Sound of Salem, Oregon recently completed the last phase of installation at Portland Center Stage Theatre (PCS), making it the first in town to have an entirely Yamaha/ NEXO-based audio system for both its main auditorium and building-wide paging system. The main ...read more