For Philip Bourchier O’Ferrall, Senior Vice President, Viacom International Media Networks, true social engagement with TV viewers is about more than simply blasting out messages: it’s about answering and talking to them. The example of SpongeBob Squarepants ‘answering’ fans on Twitter is just one of Viacom’s best practices, he explains.

O’Ferrall also took part in yesterday’s Social TV panel with Facebook and Telemundo. Read our report here

About Author

As Head of Social Media for Reed MIDEM, James Martin oversees social strategy and deployment for B2B events MIPTV and MIPCOM, Midem (music industry) and MIPIM & MAPIC (real estate & retail). He is based in Reed MIDEM's Paris office.

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