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But Nascar's new page has a key new feature, which is the ability to pull in tweets related to a live event from a variety of sources. In the case of Nascar, tweets about Pocono 400 were being pulled in from drivers like Jeff Gordon as well as sports writers, and the curation was executed through an algorithm that searched for relevant content with the assistance of human editors,

related news, a recent study conducted by MarketShare suggests that TV ads are more effective when paired with paid Twitter advertising than without.

Nielsen - along with its new acquisition Social Guide - have released new data that shows a positive correlation between Twitter volume and TV ratings.

Why Intel and TiVo Are Cautious on New TV Interaction

This puts paid to the intellectual's favorite idea that TV creates "anomie" and "alienation," that it isolates Americans from one another. Wrong. Americans may watch TV alone, but they do so to access a set of shared topics. And not just shared topics but shared languages. We talked to a mother and teenage daughter, people who have a contested relationship of the kind common to adolescence, people who sometimes have difficulty finding one another in conversation. (There are several identity issues at issue, especially "you're not the boss of me.") But when watching the new TV, and characters you can conjure with, certain conversations become possible. Topics once impossible now flourish. Shows were increasing cognition in viewers. In the place of single story line, TV narratives were taking on new complexity. Some shows were even engaging in virtually secret messaging. Only the most dedicated viewers could discover the intricate plotlines. Producers were actually making running gags more complicated and dramatic subtleties more embedded with the kno

"Canvs is offering more than just typical social measurement such as like, follower and sentiment metrics. As its Turner partnership indicates, its partners get a constant feedback loop on how social media is reacting to content that can then inform new content creation designed specifically to get social engagement."

Certainly, the Super Bowl reflected brand interest in turning TV into a mosaic of simultaneous marketing events on different screens designed to engage consumers with brands and with each other. Coca-Cola's polar bears were in the beverage giant's TV spots, but they were simultaneously online during the game, commenting on the game and, in a meta-commentary, on their own ad. Tom Cunniff, VP and director of interactive communications at Combe Incorporated, asked if such multi-screen programs risk splitting people's attention across devices. McHugh agreed that the risk exists, but said that, if the central idea is engaging, it only deepens engagement and attention. "We have seen it; consumers are already fragmenting their attention. What social TV does is to bring the experience to life so we can capture consumer attention more." She argued that if the story is good and engaging, it will involve consumers, no matter how many screens are telling it.

Intel