#PrettyLittleLiars: How Hashtags Drive The Social TV Phenomenon

Twitter is used by many TV shows to promote discussion and encourage viewer loyalty. Most successfully, ABC Family uses Twitter to promote the teen drama Pretty Little Liars through the use of hashtags and celebrity interactions. This study analyzes Pretty Little Liars use of hashtags created by the network and by actors from the show. It examines how the Pretty Little Liars official accounts engage fans about their opinions on the show and encourage further discussion. Fans use the network-generated hashtags within their tweets to react to particular scenes and to hopefully be noticed by managers of official show accounts. I suggest that Twitter has helped to revamp how the modern world watched television