Betty White On SNL = Case Study Of Social Media Success


I haven’t laughed this hard at Saturday Night Live in a very long time! Apparently I was not alone. SNL scored a 5.1 rating in adults 18-49. That cruises past every late night or PRIMETIME show aired last week except “American Idol.”  Last week’s top ratings by comparison:

18-49 finals (repeats in gray; previous weeks in parentheses):
6.5 (6.7) (5.9) (6.8) (6.7) (6.7) (7.2) (6.8) (7.5) (8.5) (8.7) (7.0) (9.5) (7.8) (9.5) (9.9)(10.1)(—-) American Idol (Wed)
6.2 (6.9) (6.9) (7.1) (7.3) (7.7) (8.4) (8.1) (8.2) (8.6) (9.0)(9.2)(10.1) (9.0)(9.0)(10.1)(11.8)(—-) American Idol (Tue)
4.9 (5.2) (5.3) (5.6) (—-) (—–) (—-) (—-) (2.9) (—-) (—-) (—–) (—-) (—–) (—-) (—–) (—-) (1.3) Glee
4.6 (3.6) (4.1) (5.1) (2.2) (3.5) (5.2) (3.9) (5.9) (5.9) (3.3) (3.6) (6.0) (5.4) (4.0) (5.3) (5.7) (3.5) Big Bang Theory
4.1 (4.4) (4.8) (4.9) (5.1) (5.6) (6.4) (—-) (—–) (—-) (—-) (—–) (—-) (—-) (—-) (—-) (—–) (—-) Dancing With The Stars (Mon)
4.1 (4.1) (3.6) (3.8) (3.8) (3.5) (3.4) (—-) (3.6) (3.8) (3.7) (3.9) (4.5) (—–) (—-) (—-) (—-) (—-) Survivor
4.0 (1.8) (3.7) (3.9) (3.9) (4.1) (4.0) (3.9) (4.2) (4.1) (4.6) (4.5) (5.0) (5.5) (1.4) (—-) (—-) (—-) Lost

This is the highest rated SNL since 2008, just before Obama was elected President.  So why was it a success and an important win for Social Media? Because if you listen to your customers and react to their requests, you and your business will win. After the Super Bowl people were stoked by Betty White’s appearance in a Snickers commercial. So much so, they started to petition SNL to have her appear as a host on Facebook, Twitter and other social channels. The results?  Viewership ahead of the largest shows on television. The lesson learned? Brands should:

  1. Listen
  2. React
  3. Plan
  4. Execute
  5. Win!

Kudos to Lorne Michaels and the SNL staff for really letting a serendipitous and fun show play out for all of us including- Betty White herself.  Her reaction at the end of the show was magic.

Here is my favorite clip of the night:

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3 responses to “Betty White On SNL = Case Study Of Social Media Success

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