After years of blocking their contestants from online outreach to fans, American Idol has released a statement saying that they will allow contestants to communicate via their “Idol-managed” Facebook, Twitter and MySpace pages.  Sounds like a fantastic idea, but how will it change the competition?

Here are a few things I will be watching out for:

1. The influence of social media on the outcome
   As the Top 24 is narrowed to 12, we should see indication of popularity by visiting each participant’s social media site.  Can you imagine how much influence each site will hold as fans of the show try to rally their friends and family to support each contestant?  However, a new dynamic may enter as fans might become complacent and not vote if they see that their favorite has millions of supporters on their sites.
2. Each contestant’s ability to rally fans
   It will be interesting to see how each contestant uses their outlets to rally support.  This year’s winner could be decided on an artist’s ability to engage with fans to drive votes. A contestant’s social media savvy will be exposed.
3. Additional pressure on the contestants
   There is no doubt that each contestant feels pressure from the judges and live audience.  Will comments that critics place on the forums create more anxiety for the singers?
4. How much will Idol manage the forums?
   The true beauty of social media is unfiltered, transparent conversations.  I will be interested to see how much Idol allows.

Every year American Idol hooks me somehow, and now with this new dynamic, they have done it again.  How do you think the new social media policy will change the competition?

On January 13th, the eighth season of American Idol began, and I along with 71 million other viewers got ready to sit down and watch for two hours on Tuesday and two hours on Wednesday, as all the wannabe David Cooks and Carrie Underwoods perform, in front of the expanded four person panel, to have their voices scrutinized on national television.

As I sat and watched contestant after contestant, it hit me, as a full-time working mom of an eight-month old baby boy, I can’t always find the time to wash my hair or go through the mail, yet I made it a priority to watch American Idol. All of my other “favorite TV shows”, have taken a back seat to nighttime baths and bedtime stories, with 10 Grey’s Anatomy and 9 Private Practice entries on my DVR. But not American Idol. Why do we make it a priority when DVR appointment television is at an all time high?

Although DVRs now allow us to watch our favorite shows on the weekends or when the kids are asleep, American Idol has successfully conquered appointment TV viewing. Why, because we couldn’t imagine just hearing about “the bikini girl” or Ryan Seacrest’s attempt to high five the legally blind contestant. We have to see it for ourselves, be a part of the conversation. Because if you DVR’d it, why bother watching when you’ll just hear all about it at the water cooler from Wednesday through Friday?

It’s a testament to the Gen X and the Millennial Generations need to be a part of the social conversation. With over 300,000 American Idol fans on Facebook sharing stories, votes and pictures, its clearly not just a TV show but a part of our culture that creates a common bond between us. The amazing thing, among the reality of this reality TV show, we are surrounded by advertisements and marketing messages and yet we take them to be a part of the entertainment rather than an intrusion.

So as we try to find relevant ways to make our marketing messages accepted by our customers as a part of their daily lives, we need to think about whether our message or its placement will get our audience talking. I’m challenging myself in 2009 to ask, will this effort get the audience talking about this product or company? Has an idea of yours gotten your customer talking? If not, maybe we need to keep thinking.