To promote their shows, many networks are encouraging their stars to actively tweet about their shows, but the success of this strategy is questionable
Twitter use is now actively supported by networks to promote their upcoming and running shows. Networks encourage the use of the social media platform by creating Twitter accounts and asking their stars to tweet about the shows and share pictures.
Is the strategy really helping?
Along with attracting more fans, networks encourage the use of Twitter to achieve business objectives as well. Getting more fans into Twitter conversations and eventually leading them to watch commercials, help networks to charge higher advertising fees, according to Gary Levin of USA TODAY. The most recent example of the popularity of using Twitter was the more than half a million tweets viewed by 3.7 million people about the red-hot drama Scandal, which airs on ABC.