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Seevibes created its own “Seevibes Score” — a composite score that consolidates data on market share, social impressions, loyalty levels, engagement rate, frequency, and level of response — to gauge how a show is performing socially. “The level of audience engagement with TV via social networks with television has surged by 500% year-after-year. This can make it difficult to compare broadcast numbers over time,” explains Maisonnave

“These social data points are giving us a new barometer for success or failure when we’re talking about engaging TV audiences,” says Youngling. “Content, both programmatic and advertorial, is now subject to an entirely new set of consumer-driven metrics. We talked about must-see TV back in the Seinfeld days, and now it’s evolving into the idea of must-comment TV.”

“Twitter didn’t have to train or persuade people to change their behavior,” says Bugbee of the network’s television chatter. “It just had to capitalize on what people were already doing. I think that’s why Twitter’s so powerful: it’s easy, it’s obvious, and it’s open.”