TV shows have been using social media for a while now for promotional and advertising purposes. However, shows such as The Voice have begun integrating social media into their show in a whole new way. A current article on Mashable highlights the efforts and success of this innovative use of social media. The Voice has been able to use social media in a way no other television show has and this change in the industry is what has kept people so active and interested in the show. If shows aren't constantly reinventing themselves, viewers will fade away. The Voice has set themselves apart by allowing viewers to continuously engage and become a part of the show.
       The Voice has used changing technology to their advantage to allow viewers to actively participate in the show. They can Tweet, post on Facebook, etc. and then have their questions answered and comments posted live on the show. The people behind the latest digital integration on The Voice seem to understand the different aspects of the social web and how to use each to their advantage; Twitter has been used for live and engaging conversations while Facebook has created a dedicated and loyal fan base for the show that will keep them connected for seasons to come. Voting has even spread across the digital world to include voting apps and voting on iTunes. The interaction and hype doesn't stop at your typical social media sites or voting methods either. To keep fans interested and engaged between weekly showtimes, artists are constantly blogging about their experiences. The entertainment continues, regardless of if the show is playing or not.
       As stated in the article itself, "it might just be the future of television" and I agree. The Voice has been a leader in this movement and I have seen shows on other networks, such as Bravo, follow in their steps. Members of the digital team at The Voice understand that they must be changing as the digital world and technology do. Not only is it a new way for viewers to interact and engage with the show, but The Voice has also recognized that this is the world that these new artists must adapt themselves to in order to be successful and gain a fan base in the industry. They understand the changing ways and know how to attract and keep their viewers interested. This, to me, is a big factor to why this show has been so successful thus far.

~Katie