Avid MediaCentral|UX Connects to Viewers via Social Media Hub

Avid’s Social Media Hub is now natively integrated with MediaCentral | UX, the cloud-based web front end to the Avid MediaCentral integrated media platform. The result gives journalists and editors a more efficient way to manage social media content and make it accessible from anywhere.

Supporting users working through MediaCentral to create, distribute and optimize media, all Social Media Hub tools are now available in the Social Media Hub pane in MediaCentral | UX. Journalists and editors can search and work with social media content within the same interface they use for all other editorial tasks. Conversely, Social Media Hub users have MediaCentral | UX functionality, including scalability, management for most installation types and the ability to work in a cloud environment, from any browser-based device.

“In trying to take advantage of viewers’ attachment to social media, broadcasters see a value in interacting directly with audiences via the same routes, incorporating their views into broadcast programs, and making their shows more personal and engaging through viewer interaction,” said Alan Hoff, vice president, Market Solutions, Avid. “Social Media Hub’s integration with MediaCentral | UX gives broadcasters insight about viewers’ thoughts and opinions, and enables them to incorporate viewer’s social posts into their broadcasts.”

Broadcasters use Social Media Hub to collect, filter, moderate and aggregate user-generated and shared content, while they prepare their programming. They can set up a feedback channel that allows audiences to interact with the broadcast, as well as automatically publish their content to social media in parallel with the on-air broadcast.

Users can monitor and prioritize incoming feeds from Facebook, Twitter and other social channels to see what people are saying and sharing, and then present chosen posts as graphic elements on air. Avid’s graphic controllers can use on-air data, filtered by Social Media Hub, to generate graphics with the content. These capabilities allow news organizations to make their brand is visible on all relevant social channels as a further means of reaching viewers.   www.avid.com