What happens to a TV show's social media account following cancelation?

Vulture

From Whiskey Cavalier to John Mulaney's Fox comedy Mulaney, many TV shows leave their social media accounts dormant following cancelation. Kyle McGovern decided to visit some of the "zombie" accounts, and found that they offer a few lessons. "So, after our stroll through all these abandoned social-media accounts, we’ve got some advice for new TV comedies looking to build a loyal following," he says. "First, if the show itself is already gimmicky, don’t overdo it. Of course you’re hoping to win people over to the super-cuteness of A to Z, but don’t make anyone following along online feel like they’re trapped in the company of a moony-eyed couple that won’t ease up on the baby talk and pet names. Second, the less live-tweeting the better. There’s probably a reason we don’t see quite as many accounts sharing random quotes and no-context reactions as we did five years ago. But our most important takeaway — and this might seem both incredibly obvious and unhelpful to point out — is that it’s a lot easier to maintain a successful social-media account if the show itself is good."