ETV Social Media Presence Study

What is the purpose of the audit?

• A detailed study of the social media presence of ETV and its competitors

• To map the basic opportunity areas

Facebook Presence

The First Impression

The cover picture highlights the latest and the most popular shows Social media buttons are included in the creative which is a smart paractice.

The number of ‘likes’ generated is quite impressive

The Basics

The ‘About’ section is perfectly structured with a link to the ETV Bangla website

All queries are resolved and the interaction level is good

Content Calendar

ETV Bangla have a somewhat irregular post pattern

Let’s break it up (1 week) –

November 28 – 3 posts – Sesh Theke Shuru (To be aired), Byomkesh, Shera Bouthan

November 27 – 3 posts – Byomkesh (To be aired), Sesh Theke Shuru, Bamakhepa

November 26 – 4 posts – Rannaghore Rockstar (to be aired), Gouridan (to be aired), Byomkesh(promo), Shera

Bouthan(audition)

November 25 – 3 posts – Gouri (engagement post), Rannaghore Rockstar (to be aired), Rannaghore Rockstar (Show Upate)

November 24 – 3 posts - – Rannaghore Rockstar (to be aired), Bamakhepa (to be aired), Byomkesh (engagement

post)

November 23 – 1 post – Byomkesh Promo

November 22 – 3 posts - Shera Bouthan (to be aired), Byomkesh (engagement post), Gouridan(to be aired)

Content Ideas & Reception ETV Bangla uploads content based on the shows to be aired the very same day to arouse curiosity

among the audience

Shows To Be Aired -

Content Ideas & Reception

Shows that are not airing that day are highlighted to keep the audience interested

Promotional Post -

Content Ideas & Reception

Few posts are there that are uploaded to engage the fans, to take the interaction to a personal level

Engagement Posts -

Content Ideas & Reception Other engagement-driven posts include live chats, puzzles, mini games that undoubtedly bring in more people,

but the response is fairly limited

Engagement Posts -

Content Ideas & Reception ETV Bangla also created an app for live streaming

Engagement Posts -

Content Ideas & Reception Teaser clips are also uploaded to give the audience a taste of what’s coming up for them. To be noted: These posts also receive great reception even though we can safely assume that most of the audience do not enjoy

high speed internet

Teaser Clips of Upcoming Shows -

Content Ideas & Reception These specific posts are planned keeping in mind the TG, who is partial towards the actors they see on

screen. To be noted: Pretty high engagement

Others -

Special Occasions

Relevant posts based on special occasions and festivals. To be noted: The content pieces are open-ended

Campaigns

ETV Bangla hosts campaigns that involve both offline and online participation

Reception is fairly good

Key Takeaways

The Facebook presence is wholly product-based, which is not advisable.

ETV Bangla doesn’t engage in conversation with the audience except when it’s a mini contest, they reply to direct questions

The content plan is smart, but they have been following it for months. With so much content it’s advisable

that they broaden their field

The content material, though quite strong, isn’t unique

The contests drive engagement but lacks the buzz that should be there, before and after the contests

Twitter Presence

The Basics

Follower count is pretty low when we compare its presence with Facebook

The Content

The content remains the same for Twitter. The content strategy is also same for Facebook and Twitter Little or no interaction. ETV doesn’t drive any conversation on Twitter

ETV Bangla RTs content whenever they are mentioned

The Content

As the content plan is same for both Facebook and Twitter, the engagement posts do not work well on Twitter.

The Content

Key Takeaways

Lack of Hashtags, making it difficult for people to track down the posts

Absence of conversation and a loyal follower group

Same content goes up for Facebook and Twitter

ETV doesn’t retweet or post different types of content from third party websites

Basic Opportunity Areas

• Content strategy for each platform should be different. For ETV it’s the same. With good quality content ETV can attract more audience through Twitter even though the TG isn’t

Twitter savvy

• Twitter offers more space and opportunity to interact with fans, that is missing from ETV

• Cross-promotion is extremely important for any brand. ETV can start linking all of its accounts so as to create a wholesome social media presence

• Contests can be played on Twitter, leading the fans back to the application page on

Facebook

• ETV Bangla can use behind the scene, exclusive moments liberally to draw people in

• ETV needs an active Twitter presence with 8 – 10 relevant and interesting posts per day

• Instead of categorizing the content and posting it, ETV can exercise a more flexible content plan with shares from third party sites and unique content from their end.

This step can be taken to spice up the daily content routine

• Twitter demands a different content strategy and a different TG

Competitor Study

Competitor Study

Zee Bangla

Facebook Presence

Zee Bangla - Facebook

Cover picture concept – similar to ETV Bangla

Zee Bangla

Content Strategy

• Campaigns – Online campaign, offline execution • Creative execution of channel ratings – Smart idea

• Sneak peek of what’s coming up – Appealing presentation • Video clip of upcoming show – Good idea, but surprisingly, less reception

Zee Bangla

Content Strategy

• Engagement Posts – Similar to ETV Bangla. • To be noted: The post content for each is smart and crisp

Zee Bangla

Content Strategy

Relevance of content is commendable

Zee Bangla

Content Strategy

YouTube link to previously aired episodes are presented in the post content along with a sneak peek, thus driving traffic to the YouTube page

Zee Bangla

Content Strategy

Competitor Study

Star Jalsha

Facebook Presence

Star Jalsha - Facebook

Cover Photo emphasizes upcoming campaign

Star Jalsha

Content Strategy

• Promotional Posts - Similar to ETV bangla and Zee Bangla • To be noted – Usage of hashtags

• Happy New Year #CholoPaltai campaign – Smart, creative execution is great, including the actors in the creative is definitely working to draw the TG in

Star Jalsha

Content Strategy

• Promo clips of shows is a part of content strategy • Movie promotion according to the schedule, sometimes posters are used, sometimes some

behind the scene moment of the movie

Star Jalsha

Content Strategy

• Exclusive moments: Audience will always come back for more • Introducing the characters of a brand new shows: Maximum reception

Star Jalsha

Content Strategy

Competitor Study

Star Jalsha

Twitter Presence

Star Jalsha - Twitter

Compared to Facebook, Star Jalsha isn’t as popular on Twitter

Star Jalsha - Twitter

Their Facebook post setting is linked to Twitter, which should be avoided There’s not much to mention regarding their Twitter presence

Key Takeaway - Competitors

When compared to the competitors, ETV Bangla certainly holds its own place, yet there is something missing from these three leading channels.

Their content strategy is more or less similar, it lacks variation and uniqueness

Each channel should have different brand tone and personality and that is somewhat

missing from ETV Bangla

The TG is overwhelmed with the Facebook presence but to attract younger audience the look can be reconsidered. It’s already in progress but it needs a slight boost

The main challenge, as we see it, is ETV Bangla has to stand out among it’s competitors, it

has to be more appealing and it should have a strong presence overall