Social Media Hub

Social Media Hub

Social Media Management

Social Media Hub (SMH) increases viewer engagement by enabling audiences to interact directly with the broadcast via popular social networks such as Facebook, Twitter and Instagram. Social Media Hub lets broadcasters collect, filter and distribute user generated social media content alongside programming.
The Social Media Hub solution integrates with existing systems and workflows, allowing staff to quickly step in and easily control and manage social media content. Social Media Hub also pushes Orad-generated content and graphics to social media.

From Social Media to the Production Environment
Nowadays, social media are a dynamic way to get feedback from viewers, and to increase attention and loyalty. There is a huge amount of content generated that needs to be filtered and reviewed. One of the functions provided by the SMH is the moderation of social media generated content.

The SMH features a front end application that allows connecting to Twitter, Facebook and Instagram to search, retrieve, review and filter data, and aggregate the filtered information into a single database that can be queried by Orad's applications. Currently Orad's Maestro, 3DPlay and Morpho can use on-air data filtered by the DataServer. The rules to retrieve data from Twitter, for example, allow getting already filtered information:

  • Search for tweets from/to a user;
  • Search for tweets mentioning a user;
  • Global searches by hashtag
  • Restrict results by geographic location or language

All such conditions can be combined with operators to build complex queries, such as: Seach for tweets containing hashtag #orad, in English, not containing hashtag #hate, nearby Las Vegas.

The result of the configured search will be displayed as a list of messages, including the avatar icon of the user posting this message, and the media associated to the message.

Finding interesting messages in the middle of the myriad of messages that can be generated daily can be very challenging, that's why the SMH features several tools to help find what you are looking for:
Messages can be automatically rated based on content. Dictionaries can be created with a predefined score (positive or negative) for each keyword. The total rating (or assessment) of a message is the addition of all keywords found in the message.

There is also the possibility for the user to mark a message with a star-based rating (from half a star to 5 stars).
Messages retrieved from social media can be filtered and sorted by the user that created them, by keywords of the message, by assessment, or by rating.

Once a message has been identified as interesting, it can be added to one aggregation, which is a Carrousel of messages that can be retrieved and sent on air by Orad graphic controllers in any graphical manner desired (ticker, crawl, full frame tables, as part of virtual studios or high resolution video walls), depending on the look of the station.

From the Production Environment to Social Media
The publishing of content to Social Media is an essential tool for the visibility of broadcasters nowadays. Many potential viewers check Twitter, Facebook or even YouTube much more often than they watch TV. Increasing one's presence in Social Networks is an important tool to capture viewers.

The Social Media Hub provides a set of tools that allows very easily publishing content generated for the broadcast environment into social networks.

The SMH allows the creation of custom workflows that can be recalled by Orad controlling applications, and that will perform a series of operations with the parameters provided.

These workflows are created, managed and tested from the SMH console interface. Once created, a server component will wait for triggers provided by Orad applications, to perform the required tasks.

Content that is validated to go on-air, can be published in parallel and automatically to social networks, in order to increase visibility of a broadcasters on the new media.

SMH can retrieve data from:

  • Facebook
  • Instagram
  • Mail
  • Tumblr

SMH can be triggered by:

  • Maestro
  • 3DPlay
  • Morpho
  • 3rd party applications (using API)

SMH can publish to:

  • Facebook (including images and clips)
  • Twitter (including images(
  • YouTube
  • 3rd party social network applications
  • Management tool can enable/disable workflows
  • Can control external application like Maestro RenderServer to execute sophisticated workflows


  • Increases visibility in social networks
  • Publishes content that is already approved (no need for extra validation)
  • Automates the data preparation and publishing process
  • Moderation interface to gather, filter, moderate and aggregate data from multiple searches in Twitter, Facebook and Instagram, and make this data available for playout in Maestro, Morpho or 3DPlay.
  • Manual and automatic update of messages
  • Receive information from controllers and publish to social media
  • Mix messages from different origins on a single aggregation
  • Allows automatically publishing to social media the content of graphics being played on air
  • Control of back office devices
  • Customizable workflows

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