Social Media for Film & TV: To Tweet or Not to Tweet


Image by Paola Peralta, via Wikimedia Commons.

It was by default that I played the role of social media manager for the weekly PBS program I produced. I was the youngest person in a very small production office, after all. But as someone who loves new apps and technology, I enjoyed posting regular updates and strategizing what might be fun for our web and mobile visitors. 

One comment I’ve heard repeatedly from my fellow film and TV professionals is, “I have a Facebook/Twitter account, but I’m not sure what to do with it.” And for some of us, it can be difficult to figure out how to establish a social media presence when your news feed is filled with friends’ food-porn photos and Grumpy Cat memes. But social media is a free marketing tool, albeit a more engaging and immediately gratifying one, and you need to think of it as such. With over 255 million monthly active Twitter users and over one billion users on Facebook, social media should certainly be a part of your outreach strategy.

But your approach ought to be more than simply creating an account on your platform of choice. So where do you begin? These starter points may not be as entertaining as a Buzzfeed list, but I promise they will be packed with info!

  • Who are you tweeting for? Is it for a TV personality? The television program or film itself? Or are you tweeting as a director/producer? Let who you are inform your tone (ideally, a colloquial and conversational one), what you post, and how much. For example, if you are posting for a TV personality, as I did, you can find out what they are reading in the papers and share that on their Facebook or Twitter feed.

  • Consider your platforms. Not all social media platforms will work for you, and if you’re having trouble generating content on a particular platform, chances are you won’t make meaningful contributions to it. Do you want to share lots of behind-the-scenes photos and stills? Instagram is a great way to get them out. Looking to post updates on your project that are longer than 140 characters? Consider a Tumblr account. Since we produced a financial news program with long-form interviews, I skipped out on a Pinterest account because it didn’t seem natural to have boards of outdated stock charts or photos of past guests.

  • Who is your audience? What they want to see and what they’re likely to share should also inform your approach on each social media platform. For example, the program I produced was distributed on PBS, where audiences are generally 50 and older. It made sense to be on Facebook, where I noticed my older relatives signing up. In trying to connect to financial advisors, a wider-ranging age group, I started a Twitter account for the show as well. If you’re targeting a younger demographic, make sure you’re on Instagram.

  • Who is managing your social media? Will one person or multiple people contribute to your social media efforts? (This also ties into whether you’re tweeting for a person or for a product.) If you have a team working on your social media campaign, delegate tasks to gain a wider variety of content—your PA could take Vine videos on set, for instance—but ensure that everyone maintains a consistent look and voice across platforms. In marketing-speak, it’s called cohesive brand messaging. And for that matter, if you have an actual marketing team that you’ve employed for your project (lucky you!), make sure they are in the loop about your social media efforts.

In the next post of this three-part series, we’ll tackle the types of posts and strategies you can use once you’ve set up your accounts. Happy posting!


Teresa is a freelance broadcast and content producer who loves tackling social media management.

Keep up to date with all things NYWIFT by following us on Twitter, Facebook, Instagram, and Pinterest. And join the conversation by using the hashtag #NYWIFT.



nywift New York Women in Film & Television supports women calling the shots in film, television and digital media.

View all posts by nywift

Leave a Reply

Your email address will not be published. Required fields are marked *




Related Posts

Meet the New NYWIFT Member: Hyon Jung “Helen” Lee

In this edition of our Meet the New NYWIFT member segment, we have the pleasure of introducing Hyon Jung Lee, affectionately known as Helen. Helen is not only the executive producer but also the talented writer behind the thought-provoking short film, Bible Camp. This captivating film delves into the lives of young immigrants at a backwater camp who face daily microaggressions from the locals. Through her writing, she sheds light on the challenges faced by young immigrants and encourages dialogue surrounding issues of discrimination and prejudice. We are thrilled to have Helen as a member of our beloved NYWIFT community. Her unique perspective and creative talent contribute greatly to our mission of supporting and empowering women in the entertainment industry. Here is our exclusive interview with Helen, where she shares insights into her creative process, challenges faced during production, and her hopes for the impact Bible Camp will have on its viewers.


Meet the New NYWIFT Member: Katja Haecker

Let’s give a warm NYWIFT welcome to new member Katja Haecker! As an experienced and award-winning creative for the advertising world, Katja Haecker had her calling in 2015. Since then, she writes and directs not only commercials within the luxury world but also personal film projects, like "Endless Orange Me," a car/fashion short, or "Laps of Honor," a documentary about the protagonist’s passion for fast cars. A German native, she moved to the U.S. in 2007 and, since then, has worked between continents or wherever her passion for filmmaking takes her. Driven, experienced, focused, and open to all kinds of topics, from racing cars to daily life, she always has thrillers and suspenseful plots in mind, with an artistically trained eye. Katja spoke to us about her most daring commercial projects and how her lifelong love of fast cars shows up in her professional work.


NYWIFT Member Spotlight: Helene Lerner

Helene Lerner is a multi-talented author, CEO, talk show host, producer, influencer, mother, and much more. Her online brand, Women Working, has amassed over 20 million followers. Helene’s passion is uplifting women by providing them the tools and encouragement to create their own success. Through hosting the HerTimeTV show on social media, one-on-one mentorship, self-help books, and public engagements, she challenges women to chase their dreams, even if they feel uncertain. Helene is the definition of multi-faceted. She is an author, independent public television host, Emmy Award-winning executive producer, CEO, and Fortune 500 workplace consultant!


NYWIFT Member Spotlight: Toni R. Israel

Meet NYWIFT Member Toni R. Isreal. Toni is the CEO and Founder of REALEMN Productions LLC, Broadway’s leading multicultural marketing and PR team, run by Black women. In addition to being a proud member of New York Women in Film & Television, she is a co-founding member of The Industry Standard Group. Previously, Toni was the Managing Director of Walker International Communications Group (WICG) where she led a team providing all aspects of marketing consultation to arts organizations. A proud member of CTI — Commercial Theater Institute, Toni was instrumental in multiple projects including 2018 Tony Award-Winning Once on This Island, Disney’s Aladdin and The Lion King, A Raisin in The Sun, A Trip To Bountiful, A Streetcar Named Desire, Baby It’s You, and Stick Fly. Toni R. Isreal is an awardee of the Central New Jersey Chapter of the National Coalition of 100 Black Women for Excellence in Economic Empowerment and advocates promoting the arts and entertainment to multicultural communities.