When I worked as a social media analyst, I saw first hand what media and entertainment companies want when it comes to social TV metrics. Of course, they wanted to know the general sentiment of conversation (e.g. positive, negative, neutral) and volume of conversation about a show, but they also wanted to understand the reactions of the audience to particular episodes, characters/cast, and even scenes. And if you ask me, understanding the reactions of people on social is really the most interesting aspect of it all.
This is why I think the announcement of Twitter and Nielsen partnering in an effort to establish a standard for social TV ratings and metrics is so interesting. The rating service, which will be available in the fall of 2013 is supposed to complement Nielsen’s existing TV ratings, and will be built on top of the SocialGuide platform offered by NM Incite. Unfortunately, I don’t think Twitter and Nielsen hit the nail on the head here, at least not yet.