"More specifically, social media has a much higher impact on drawing the so-called “repeaters” to watch more episodes than it does in recruiting “infrequents” to become viewers.
For the regular viewers of a program, there are three factors that are all strongly associated with increasing the probability of viewing a particular program. The first of these is “digital 1 to 1,” which includes text, instant message, and emails – private communications mainly between two people. The second of these is social media — Twitter, Facebook, GetGlue, etc. And the third factor is offline word of mouth conversations.”