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ABC Family VP: Twitter is ‘the New Water Cooler’

Pretty Little LiarsABC Family’s “Pretty Little Liars” often ranks atop the Nielsen’s Twitter ratings, and apparently, the network is leaning more and more on the popular second screen platform to boost its hit shows.

The Associated Press reports on the network’s top brass’ view on Twitter, hashtags, and social TV.

During fresh episodes of “Pretty Little Liars,” the marketing and publicity teams at ABC Family huddle in a conference room to tweet live with fans. So do cast members and the show’s producers from where and when they can – and the dialogue often pays off. “From a very top level perspective we talk about Twitter being the new water cooler,” said Danielle Mullin, the network’s vice president of marketing.

The report also talks about the value of hashtags.

Hashtags make it easier to filter and search for a topic. Liz Myers, in the TV Partnerships division at Twitter, said viewers “don’t have to be mutually following somebody or digging around.” Myers said hashtags “can pinpoint moments, drive voting (on a competition series), create content” and offer insight into how to later talk about a show.

The third episode of season five airs tonight at 8pmET on ABC Family.

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