#SocialTV: Engaging viewers through social media

This exploratory study examines consumers’ engagement with a television programme through entertainment communities within social media. Using electronic word-of-mouth data about the television drama ‘Scandal’, both the content (ie topics, valence and interaction goal) and the structure (ie the use of conventions such as @, RT, # and URLs) of viewers’ engagement with the television drama ‘Scandal’ are investigated. The study reveals that Twitter is the most popular platform, allowing various types of community members — viewers, program, network, media, cast and crew — to engage with one another. In addition to the program, the network is a prominent member of the community. Recommendations are offered on appropriate strategies for engaging with viewers on social media with the goal of maintaining and growing viewership.