Pretty Little Liars seems to have figured out the magic formula for an incredibly successful social media presence. The show has generated more than 100 million related tweets to date, and is cable’s second most-tweeted about series. Having an audience and a cast already actively engaged on social media gave the show the foundation for their social success. But they have also actively engaged their online fandom, the “modern-day fan club,” with looks behind-the-scenes, crowdsourcing campaigns, and marketing content designed around their organic conversations. (Adweek)
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