Cast Members are TV's Greatest Asset
"The most direct way to make an impact through live tweeting is through the cast members. They're your greatest asset," writes Hugot-Derville.
Sometimes it's the simplest, most poignant tweets that get the greatest reception. Take this hashtag-only tweet from "Scandal" star Katie Lowes that's received 205 retweets and 326 favorites so far:
That's why TV executives like Goldsmith back at Social Media Week are saying things like: "I think the definition of television is eroding... There are all of these new ways that people can tell stories."
The social following of talent is even impacting casting decisions, says Josh Rickel, VP of media and entertainment at Spredfast. If there's a tough decision to be made between two actors, why not go with the one that has a much larger and more engaged following on social media?
Live tweeting may not be the only or most important factor for TV ratings, but it certainly doesn't hurt.
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