Does Lady Mary Tweet? Social Media & 'Downton Abbey'
Social media -- from paid tweets to an active presence on Facebook and Twitter, to live online chats with actors -- has definitely fueled "Downton Abbey'"s success in the U.S., as this case history makes clear.
Key to the success, according to Kevin Dando, Director of Digital Marketing and Communications at PBS: "We’ve all been lucky because we’ve had an immense amount of sustained content from Masterpiece to help fuel these social media discussions. Every week people wanted more 'Downton Abbey' content, and Masterpiece has been right there, making it available, from videos, to live chats, to games."