• by Gavin O'Malley  @mp_gavin, April 14, 2015

To engage a wider audience across additional channels, it’s increasingly common for TV networks to include social elements in live broadcasts.

 Tagboard and Hootsuite are joining forces to assist in this process, and provide what they promise will be better social display workflow for media, sports, and entertainment companies.

"Our clients are always looking for ways to streamline the social process," Josh Deck, CEO of Tagboard, said on Tuesday. “Tagboard and Hootsuite share a large number of enterprise clients in common [so] this integration just made perfect sense.”

The integration offers clients of both the ability to add a Tagboard app to their Hootsuite social media management dashboard. Clients can then search and find social posts within their Hootsuite dashboard, and then send the posts to Tagboard-powered displays -- on air, through live screens, or online.

The Tagboard app for Hootsuite was created in collaboration with Gannett Broadcasting, a media company that owns TV stations in 38 markets, and their digital producing teams.

The new service could help Hootsuite further distinguish itself among other enterprise social-media management platform. Clearly a force to be reckoned with, the company was valued at $1 billion, last fall.

Yet, Tagboard and Hootsuite are not the only ones helping media companies highlight their social activity.   

Twitter, for one, just launched a real-time dashboard for publishers to monitor and manage tweets (and Vine videos) across media channels. Dubbed Curator, the service was designed to help publishers of all stripes discover relevant conversations and trending topics based on geographic region, user demographics, and other filters.

Since its launch in 2010, Storify has established itself as the curation tool of choice among countless journalists, agencies and brands, from BBC, CNN, and The Wall Street Journal to Ford, GE, and HBO.

Along with TV networks, social channels are benefiting from a boom in live sporting events, industry watchers say. That’s because second screens and social channels are increasingly part of the TV-viewing experience. Indeed, TV viewers add another screen to their media experience at least 20% of the time, according to recent findings from Symphony Advanced Media.