How TV networks juggle live-tweeting, Twitter emojis and avoiding spoilers on trending topics

TheWrap

Networks encourage live-tweeting of their shows, but they also actively work to avoid spoilers -- for such shows as This Is Us and The Bachelor -- from ruining the viewing experience for Twitter users in other time zones. “Our digital strategy team watches all shows in advance and identifies storylines and key moments that we anticipate fans will respond to,” says Erin Weir, ABC’s senior vice president of marketing strategy,. “We then create content (memes, gifs, clips, etc.) tied to those moments so people can have assets to share and react to in real time. We also share content with our talent so that they can be an active part of the conversation. We will tease and promote on the platform, often counting down throughout the day to help drive excitement for tune in.”