How Oprah is Revolutionizing Social TV in Real-Time

Oprah may have retired from her daytime talk show nearly a year ago, but she’s hardly out of sight from her fan base. In fact, her latest series airing on OWN: The Oprah Winfrey Network is perhaps one of the most advanced shows in the social space right now, as she connects with her home and live audience in almost unprecedented ways.

Oprah’s Lifeclass — which is currently in its second season, airing on Monday nights at 8:00 p.m. ET/7:00 p.m. CT — features various motivational speakers and guests who aim to help viewers overcome challenges. Last season recapped lessons, revelations and aha moments over the past 25 years on The Oprah Winfrey Show.

But this isn’t your typical Oprah show. She is incorporating social media and interactivity into every episode across various platforms, from Facebook and Twitter to Skype and Instagram. For example, Oprah encourages viewers at home and in the audience to live tweet responses to the topics mentioned on the show and then discusses them in real-time with her guests.

“We have a team backstage that monitors the tweets that come in, and we push out some for Oprah to see and discuss live on the show,” a spokesperson for the OWN Network told Mashable backstage at a live taping. “We tell the audience and everyone at home to use their phones and interact with the show as it airs, and people couldn’t be more excited to do so.”

During most episodes, Oprah is positioned in front of several TV screens that display the tweets. Backstage is a room dedicated to what the show calls “Skypeville,” where fans can be Skyped in to the live show and interact with Oprah.

During last week’s episode — which was filmed live at Radio City Music Hall in New York City as part of a multi-city tour — several viewers were Skyped in from Australia and London to parts of the U.S. to discuss some of their biggest fears.

“It allows Oprah to truly interact with her audience in new ways, and makes her feel that much closer to her audience — and they feel the same way,” says the spokesperson. “It creates for a much deeper on-air discussion, too.”

Oprah’s Lifeclass also incorporates Facebook polls into the show and offers real-time results. Those viewerstuning in online are awarded with a behind-the-scenes look at what happens during commercial breaks. In essence, the camera never stops rolling, and only those watching online are privy to that footage. Fans can also post comments on the site and interact with others watching the show.

To make the experience even more personal, Oprah snail-mailed journals to her fans so that they could take notes during episodes.

Apart from the show, Oprah is extremely active on social media, especially Twitter. “Every tweet she sends is hers — the marketing team isn’t allowed to go anywhere near her Twitter account,” says the spokesperson.

Although Oprah’s Lifeclass doesn’t have too much formal marketing, it relies mostly on word-of-mouth marketing. It invites a traveling blogger corp. to its live shows to tweet during each episode and feature behind-the-scenes commentary.

As OWN aims to boost viewership of the show and its network, its buzz on social networking sites is thriving. The Oprah team says in the last week alone there were 414,780 mentions on Facebook and 3,026 answers posted to the Lifeclass wall on Oprah.com, along with over 29,000 views to the wall. Meanwhile, the web cast brought in nearly 2.6 million viewer minutes from 149 countries.

What do you think of Oprah’s use of social media to interact with viewers in real-time? Should other shows be taking a similar approach? Let us know in the comments.