Case Study: BET Networks boosts viewership and social engagement with Adobe Social (Adobe Marketing Cloud)

Social data guides BET Networks’ marketing strategy

Black Entertainment Television (BET), a leading African-American consumer brand and top‑20 ad‑supported cable network with a large digital footprint, needed to turn its social following into actionable insight. The challenge was to capture holistic, real‑time social data, analyze trends continuously, and adapt marketing and promotional strategies quickly to drive viewership.

BET deployed Adobe Social within Adobe Marketing Cloud to listen, measure, and monitor social conversations in real time. The platform revealed unexpected buzz around a supporting character in Being Mary Jane, prompting BET to change promotions, increase character‑focused social content and live‑tweeting by the actress—resulting in higher engagement, spikes in viewership, and new data‑driven practices for casting, events, and measurable ROI.

BET Networks

JP Lespinasse

Senior Director of Social Media, BET