How Do Television Networks Use Twitter? Exploring the Relationship between Twitter Use and Television Ratings

Television networks are increasingly using social-networking sites to promote programs and to interact with the audiences of those programs. Through a content analysis of 1,656 tweets from the Twitter sites of 20 popular programs featured on U.S. television networks, this study examined how television networks used Twitter and the relationship between the extent of their Twitter use and the ratings of television programs. Analyses revealed a significantly positive relationship between TV networks’ extent of Twitter use and television ratings. Additionally, this study found significant differences in the Twitter usage among television networks. The theoretical and practical implications of this study are also discussed.