Bauer Business Focus

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Jackie Kacen | August 3, 2012

Published on August 2, 2012

“If you don’t want to know what happens, you have to stay off social media because that news is out there and you’ll find out what happened,"said Jackie Kacen, clinical professor of Marketing at the C. T. Bauer College of Business.

On Bauer Business Focus — A conversation on #NBCFail and how social media is changing the game for live sports, with Andrew Schneider, business reporter for KUHF 88.7 FM.

The 2012 Summer Olympics are in full swing and as the medal count grows, so do complaints of social media spoiling results for prime time viewers in the U.S.

In the era of social media, being the subject of a trending topic on Twitter can be both good and bad for a brand.

Seeing “#London2012” in the list of the most-discussed topics on the microblogging site means that users are chatting about the Summer Olympics — a definite win for NBC, the network broadcasting the games with record viewership in the first week.

But, a more negative hashtag related to the Summer Olympics has been circulating on Twitter, #NBCFail, a reference to social media complaints of NBC’s policy to broadcast events that have already happened during prime time after the results have been announced online.

Jacqueline Kacen, a clinical professor of marketing at the C. T. Bauer College of Business, says social media and technology are definitely changing the Games.

“The Olympics are a challenge because we have to figure out when it’s on and how you want to see it,” Kacen said. “When you include Twitter and Facebook and the fact that London is seven hours ahead of us, a lot of the events we’re interested in have occurred so we have to learn how to avoid knowing what happened.”

For now, viewers must take responsibility to avoid online spoilers, she added.

“If you don’t want to know what happens, you have to stay off social media because that news is out there and you’ll find out what happened. People have had to change their behaviors so the events aren’t spoiled. It’s an interesting challenge, but I think that NBC has done a good job in providing multiple opportunities and platforms to view it live.”

Click here to hear the full interview.

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