Geoffrey Long, a technical director and research fellow at the USC Annenberg Innovation Lab, was quoted in a Los Angeles Times article about the growing presence of Twitter in television promotion.

“What has popped up in the last five years is TV viewers have a connection to show runners and actors that is more immediate and transparent,” said Long. “There's an active dialogue that is no longer heavily one-sided. We're still in the early stages of how that changes things.”

He added that Twitter is on its way to influencing the way in which stories are told on television.

“I think what we're going to see more and more of, are TV writers thinking and writing in ways that lend themselves to quotability and spreadability?” he said.