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Social Minds puts you in a room with marketing’s brightest minds. We interview the world’s biggest brands, break the latest social media headlines and translate social-first trends for the layman.

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  2. How UKTV Uses Data to Fuel Brand Loyalty through Fandom | Erina Jones, UKTV

How UKTV Uses Data to Fuel Brand Loyalty through Fandom | Erina Jones, UKTV

Sep 8, 2025

For TV broadcasters, social marketing has to do more than just educate or entertain – it has to convince audiences to get *off* their phones and sit down to watch. Sharing the solution to that challenge is Erina Jones, director of social media and social AVOD at UKTV, part of the award-winning BBC Studios. Erina delves into why consolidating UKTV’s owned channels made for a stronger brand, the secret to a perfect TV show cutdown for social, and how data helps the team convert passionate communities into loyal brand fans. 

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