Written for About.com/entertainment 7.21.12
When NBC announced the shake-up that would replace Conan O’Brien with previously retired Tonight Show host Jay Leno, I recall a particular episode of Late Night with Jimmy Fallon. The relatively new face on the talk show landscape humbly thanked both men for their advice and support as he made the transition from Saturday Night Live cast member to late night talk show host. He managed to avoid the swirl of controversy over the Leno/Conan shake-up, almost to the point of being an afterthought. What would happen to Jimmy?
When the dust settled, Fallon landed in Conan’s timeslot to follow Leno. In less than two years, the underdog of late night television has become a super hero. Part of his surge in popularity can be attributed to his astute leverage of social media.
Along with building a loyal following for Late Night, Fallon also has used social media to promote his foray into other media. His book Thank You Notes is featured on his Facebook and Twitter pages, as is his album Blow Your Pants Off.
Fallon seems to be everywhere. Not only will you find his personal pages on popular social media sites, you can find him mentioned on other people’s pages, blogs, and photo streams. Interactive, engaging and sometimes outrageous, Fallon’s posts, pages and tweets strengthen the Late Night brand and keep his fans engaged.
Hashtags
While Jay Leno was reading funny “Headlines” pulled from local newspapers, Fallon was plugging into the internet to secure a devoted following. Capitalizing on Twitter’s surge in popularity, he created a running bit called Late Night Hashtags, complete with its own logo and theme song. Every Tuesday, Fallon announces a weekly hashtag, or topic, on Twitter and invites viewers to sound off with their ideas. He rewards contributors by reading the most clever quips on air during that night’s show. Identifying himself as an “astrophysicist” on his Twitter profile, @jimmyfallon has nearly six million Twitter followers.
Twitter isn’t the only social media trick up Fallon’s sleeve. His Facebook page has nearly a half million likes and counting. His page is sprinkled with “spoiler alert” videos from each night’s show, as well as links to his Twitter feeds and YouTube videos.
YouTube
Search for Jimmy Fallon on YouTube and you will find just about 20,000 clips. Ranging from his musical spoofs, interviews and sketches, each of his videos has anywhere from 20,000 to 5 million views. The official NBC website for Late Night includes an interactive backstage tour of the show’s set. The show also has its own YouTube Channel that boasts more than 6 million views.
Other Social Media
Fallon can be found on Pinterest, MySpace and Google+, as well as lesser known social media sites including Gather.com and GetGlue. Fallon’s Flickr page features personal photos of the late night host dating back to his childhood. On his Tumblr page, you can “Ask Late Night Anything.”
Remix and Slow Jam
Another one of Fallon’s nightly bits is Remix the Clips, where he and Roots band leader Questlove mix viral videos on the spot. His Slow Jam the News, in which he turns the news of the day into a hip hop art form, has featured guest hosts that include NBC news anchor Brian Williams and President Barack Obama.
iPhone App
You can also get a daily dose of Late Night on your iPhone with Fallon’s free LNJF app that features show clips, blog posts, photos and a special wake-up call ringtone.
Suggested Reading
The 20 Funniest Comedian Tweets
John C. Reilly Sing Viral Video Song
Monitoring Celebrities on Twitter
Related Videos
Jimmy as Jim Morrison Singing Reading Rainbow
Jimmy Fallon’s Thank You Notes
Jimmy Fallon Social Media Links
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