The Kapuso Online

“Do you have a Facebook account?” “What’s your Twitter handle?” “Are you on Instagram?” These are some of the common questions we now often hear in everyday conversations. They are signs of the times — we now live in the digital era where people are expectedly online and stay connected through social networking sites. And the Kapuso Network definitely makes use of these platforms to connect with its audience.

One of GMA Network’s core values is “We believe that the viewer is boss.” In this era of Facebook and Twitter, Instagram, etc., “the best and fastest way to hear from our bosses is through social media,” said Ederic Eder, social media unit manager for the news department. “We have to be where our audiences are,” he went on, adding that GMA News’ Twitter account @gmanews is the most-followed Philippine news organization on Twitter and its Facebook page is close to the one-million-likes mark.

“Our flagship newscast 24 Oras now regularly displays tweets harvested from our followers,” Eder shared. That particular segment of the multi-awarded news program features man-on-the-street interviews on a certain topic, as well as Twitter users’ replies to the question of the day and they would be flashed onscreen as the segment aired. This promotes involvement and encourages people to be part of the discussion of a certain current topic.

“We are taking the online audience very seriously,” said Pia Faustino, social media unit manager for the public affairs department. She attributed the creation of her unit to the network’s realization of the growing online community. “Social media is basically the online tool for offline conversation,” Faustino averred.

As social media has undoubtedly made connecting and communicating easier through the years, it has definitely been proven helpful in times of crisis and calamity. Take for example, the recent typhoons that hit our country. There was devastation left and right, and through their social media accounts, Kapuso artists called for donations and help for our countrymen.

Kapuso royal couple Dingdong Dantes and Marian Rivera extended help to typhoon victims by volunteering at Roxas District in Quezon City where Genesis, Dingdong’s upcoming series, is being taped. Marian also went with the Philippine Red Cross to Barangay Tatalon in Quezon City to give aid and uplift the spirits of the victims in the area. She also manned the GMA phone lines on the first day of the telethon for Typhoon Maring victims. Both Marian and Dingdong took to social media, posting pictures on their Instagram accounts @dongdantes and @TheRealMarian, that promote positivity amidst the dreariness and thanking the people who helped them respond to the needs of the evacuees. Dingdong @iamdongdantes also tweeted and retweeted about crisis hotlines and evacuation centers. In fact, Dingdong still pushed through with the turnover of donations from his YesPinoy Foundation to the schools that were ravaged by typhoons.

Lovi Poe, who will soon appear in the primetime series, Akin Pa Rin Ang Bukas, posted a note on her Instagram account @lovi_poe informing people of the different things needed and where they could drop them off. A small effort that had a huge impact for it reached her almost 300,000 followers on the online photo and video-sharing social networking service.

To provide an avenue for the fans and the viewers to connect with their favorite stars and idols, GMA New Media, Inc. came up with Live Chat back in 2007. The network is the first-ever media company to have the online-hangout initiative. It is “primarily an avenue for the fans to interact with the Kapuso stars,” said NMI content editor Leda Beltran. Social media helps a lot in gathering questions and feedback from the fans and in promoting the scheduled Live Chats of all the artists.

Fans are, of course, delighted to have the chance to interact with Dingdong and Marian. The couple is the most requested on Live Chat, either individually or together. Launching Marimar in 2007 saw Dingdong and Marian in their first Live Chat appearance. From then till their recent appearance for My Beloved, their fans from all over the world have shown incredible support and love for the couple. And Dingdong and Marian definitely appreciate them by really taking time out in their busy schedules to do the Live Chats with and for them.

Just recently, one of the busiest GMA Artist Center talents, Rocco Nacino, had his Live Chat appearance with Akin Pa Rin Ang Bukas co-star Lovi. He said of the Live Chat experience, “They are always fun, especially when you’re with your co-actors. We were just laughing and laughing, and people had really interesting questions. It felt as if I was talking to them in person.”

Truly, Kapuso artists have found that being on social media helps not only in the promotion of their shows or the marketing of their personal brands, but also in the expression of who they are. And this is shared by almost everyone who’s on social media — it is an extension of us. According to the Department of Science and Technology, around 33 to 35 percent of the population are online — that means one in every three Filipinos makes use of social media. And this number is only expected to grow.

“Definitely, GMA has been giving much attention to the importance of social media in the industry,” shared Simoun Ferrer, GMA Artist Center’s AVP for imaging and branding. He went on to say that “so many new things are happening with artists on a daily basis. We want to keep their fans constantly engaged, and keep them updated on what’s going on with them, be it with their shows, events, personal lives, with a click of a mouse and in real time.” Fans can get updated just by following Artist Center on Twitter or Instagram and liking the Artist Center Facebook page.

Leading social media marketing expert Chris Brogan said, “Social media puts the ‘public’ in public relations and the ‘market’ in marketing.  Online promotions, of which social media is part, have become an integral part of our marketing mix. Still, over and beyond being a promotional platform and affording us immense reach, social media provides GMA an avenue to create meaningful relationships with its audience on a large scale, 24/7. By listening to what they have to say, we are able to better respond to our audience’s programming and public service needs and wants,” VP for program support department Regie Bautista said.

Social media has definitely changed the way we connect with one another. For a large network like GMA, it has become a tool to find out what else the network can do to make content that extends the viewing experience beyond just watching television. They listen to you, their boss, and in their pursuit of creativity and innovation, they increase the relevance of their programs, artists and personalities and more accessible to every Kapuso all over the world. Whether it be on Facebook, Twitter, Instagram, and many other social networking sites, GMA Network definitely has you covered. See you online, Kapuso!