One of the TODAY show’s biggest forms of engagement comes from social media. They post content related to the stories and topics they discuss on the show on its Facebook, Pinterest, Instagram and Twitter. The daily television show also has a newsletter with topics ranging from parenting to “stuff we love.” 

What makes the show most unique in garnering interaction with its viewers is how they integrate social media into the show. In 2013, the NBC affiliate relaunched its graphics to focus on audience engagement through social media. They added sets like the Orange Room, where screens project trending topics on social media, as well as viewer photos from Twitter and other social platforms. The show also developed the Hashtag Battle, where they display real-time updates from viewers on questions they pose during the show.

In one example of the TODAY show’s Hashtag Battle, hosts Hoda Kotb and Kathy Lee Gifford pose a question about whether parents should be allowed to take their kids out of school for fun activities. They told viewers to tweet their opinion and use the hashtag #TeamHoda or #TeamKLG. In the studio, they had a machine that dispensed wine into glasses when viewers tweeted using either hashtag. The result was a live representation of viewer engagement through a lighthearted and fun means. It was just one way they have embedded social media into the fabric of the show.

The TODAY show also uses platforms like Instagram to interact with its audience. In the captions, they use a personal voice and discuss topics that Instagram users might be most interested in. They also post behind-the-scenes like showing the New York festivities near the studio. 

Not only has the show changed its content with social media in mind, many of the segments are driven by social media. These are just some examples of how news organizations are adapting to the changing landscape in journalism.