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MTV uses its Facebook presence as a kind of online promo aggregator – a buffet with bite-sized appetizers delivered from all over MTV’s extensive stable of blogs, niche websites, TV programming and movies.

Viacom, for one, is actively using social media applications, such as a subscription-based app for MTV Europe and a soon-to-be-launched "Mon Nick Junior" application targeting preschoolers. It's also studying different demographics, particularly millennial and post-millennials, to glean ideas for additional multiscreen products.

Yahoo’s multimedia blogging platform Tumblr is already co-operating with Viacom to offer advertising opportunities around top Viacom TV programming, such as the MTV Movie Awards. It also recently commissioned research into its social TV engagement, positioning it as a direct competitor to Twitter.

The Voice USA runs its social TV engagement across multiple other social networks and mobile apps, including Google+, Keek, Pinterest, Snapchat, Tumblr and YouTube, plus Facebook’s Instagram and Twitter’s Vine.

Twitter, Facebook, WeChat and Sony have all launched rival World Cup social TV services.