Posted by Chris Handy ● September 25, 2013

Breaking Bad (Habits): How Heisenberg Cooks Up Social Media

Not sure about you, but I love Breaking Bad. After starting a binge watch just before Season 3, I have been hooked. I will be sad to see the show go this week, but still will be glad to see Walt get what he deserves.

Over the last year, I have seen AMC kick their social media efforts into high gear. They have clearly been experimenting with different tactics than I have seen used for entertainment before. Answering customer Facebook posts in aftershows, having cast members "live-tweet" during the episodes.

This interaction has enhanced my enjoyment of the show, and gotten the audience involved and invested like never before possible. You see this behavior taking place all over TV now. My local weatherman has an awesome Twitter account. (follow @RickMitchellWX to see how its done!)

Where many shows or even businesses fail is losing that human touch by simply broadcasting to their audience from these social networks. We have talked a little bit about this before, but it is bad behavior to just autopost all your Facebook posts onto Twitter.

In many cases, brands who do this never respond to their tweet replies. This creates a bad experience for those involved.

If you cannot create a unique experience for your following in each of your channels, then you might consider narrowing your scope. Your company should choose the channels that will be most effective for interaction. Always consider where your customers are.

I want to show you an example of this from the social media team of Breaking Bad.

Each of the posts below carry the same message, and a similar outcome is expected. BUT! The experience is tailored for each channel. Go ahead and scroll.


Facebook Version

(function(d, s, id) { var js, fjs = d.getElementsByTagName(s)[0]; if (d.getElementById(id)) return; js = d.createElement(s); = id; js.src = "//"; fjs.parentNode.insertBefore(js, fjs); }(document, 'script', 'facebook-jssdk'));

// ]]>


Twitter Version




Note how each call-to-action is unique to each platform. They really took the time to craft a channel-tailored experience for each social network. As of this date, the score on Twitter is 5,044 Retweets 2,604 Favorites. The score on Facebook is 5,843 Comments and 19,968 Shares. Think of the reach this post has gotten!

Looks like the majority is looking out for Jesse. I know that what I want most is for Heisenberg to get what is coming to him. Just how it will play out? We will have to wait until Sunday to learn that.

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