Remember when Conan went from being a late-night talker to tweeting about being bearded, bored and unemployed? Turns out team CoCo’s strategy of embracing social media to connect with his audience during his off-screen time is paying off even months after he’s been back on TV: Conan’s show was by far the most-talked about late night talk show in social media last month.
New data from Trendrr shows Conan’s show led to 223,968 tweets, status updates and check-ins on Twitter, Facebook, Miso and GetGlue in June, which is more online attention than Jimmy Fallon, George Lopez and Jay Leno received combined.
Conan even got around four times as much online love than his late-night nemesis Leno. However, these social media statistics haven’t quite yet translated into actual ratings; Conan had a quarterly average of 0.8 million total viewers in the second quarter of 2011, compared to 3.9 million viewers for Jay Leno, according to Nielsen (s nlsn) data aggregated by NBC (s cmcsa) (s ge).
Conan O’Brien left NBC in a dispute in early 2010 after the network announced plans to give his late-night time slot to Jay Leno. Soon after, he started to use Twitter to reach out to his followers, and eventually also utilized YouTube, (s GOOG) Facebook and even a 24-hour live stream to build up momentum for his new show on TBS. (s TWX) Conan has kept up with tweeting even with his TBS show on the air, and his 3.4 million followers are likely one of the reasons why his show is doing so well in social media.