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Twitter’s effectiveness as a marketing tool is still up for debate—but don’t tell that to Homer Simpson or Jay Leno. Along with dozens of other TV characters and personalities on a variety of networks, their shows are being actively promoted on the short-form chat network, part of a drive by the major broadcasters to generate awareness and buzz for their new fall schedules.
According to network execs, word of mouth is the second most-effective driver of program sampling (the first is the on-air promotional spot).
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