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When asked if Facebook and Twitter drive TV ratings, Weiswasser pointed to a Cable & Telecommunications Association for Marketing (CTAM) report from last summer. It found that 79 percent of regular social network users said they would likely watch a show based on the recommendation of a friend on a social network. And 33 percent said they have discovered a television show via something they saw or read on a social network.
"This and other research lends support to the notion that real-time engagement around TV content on social media platforms is meaningful," Weiswasser said. "It is very difficult to isolate the individual inputs that cause a viewer to tune in. [But we] do know that social media affords us the rare opportunity to interact with fans on a personal level, and we do know that engagement in social media drives significant traffic to our online properties. We also know that social media engagement leads to extended buzz and a higher profile among online users, as well as a viral effect among fans - all of which is incredibly valuable."