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- Turn on, tune in and start tweeting
Television networks are using social tools to drum up buzz around upcoming shows and are designing social content intended to run parallel to on-air programs. A few early experiments suggest social campaigns can provide a ratings boost, and social chatter can encourage people to stay tuned for the duration of a show. "The water-cooler effect makes big shows even bigger ... and gives small shows a new way to stand out," Brian Stelter writes. The New York Times (free registration) (2/20)
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