While many TV stations use social media like facebook or twitter to connect with their viewers, Detroit anchor Stephen Clark may have found a way to translate those clicks and tweets into viewership.

In the video above, the anchor for the Detroit ABC affiliate WXYZ tells the story of his ongoing twitter conversation called #backchannel.  He relates how his eyes were opened to the power of twitter when a social media guru who goes by the name of @charliecurve threw down a challenge by tweeting, “I’ll bet if we can get 100 people to retweet this, @sclarkwxyz will close the 11pm news by saying “Silver Fish Handcatch!”  The phrase comes from an Old Spice commercial where the pitchman finishes a spot by catching a silver fish and saying, “silver fish handcatch!”

Much to Clark’s surprise, the tweet got the 100 retweets and opened Clark up to a wellspring of stories from the community that might have previously been overlooked.  Most importantly for WXYZ, Clark’s twitter conversations are changing the dynamic of how a TV station relates to its viewership. Read more