The Twitter phenomenon continues, this time in conjunction with Current TV. As the US election draws to an end, we’ve been watching how they have successfully embraced new media formats and now appeal to a younger audience.

Take the presidential debates - the innovation came when independent cable network, Current TV (Based entirely on user-generated content) co-ordinated Twitter feeds into the debate telecast.

While people could tune in from their home, it also became a public event with hundreds of politically aware hipsters making their way to clubs like the Galapagos Art Space, to watch on a giant screen.

A stream of Tweets ran across the screen during the event, providing an indication of how the candidates were faring in the eyes of everyday American people.

The numbers for this kind of activity may be small, but the effects shouldn’t be underestimated. It shows us all how new media can be embraced in an effort to start a conversation between a brand and a consumer, instantly.

This creates opportunities beyond the arena of politics. The same technology could be used to spark consumer feedback within televised fashion shows, reality TV, music festivals, or sports events.

But be warned, the temptation for the industry to try out these cutting edge social media applications can be fatal for those who do not truly understand how users incorporate new media into their lives – this is not a place for auto response tools.

Thanks to: Current TV, AFP, Twitter, Laughing Squid