The technology of Web 2.0 and especially social media has opened new avenues for creating communities online. Marketing to such communities can lead to better communication between consumers and those producing the product. By engaging communities online those who market film and television shows can use this new avenue to better communicate with their fans and build better communities. Through the study of three online fan pages on Facebook this paper observed how television and film companies are using this environment to market to their audience as well as what is working well and where improvement can be made.
Zhivov, Jacob; Scheepers, Helana; and Stockdale, Rosemary, "Facebook - The Final Frontier For TV Fandom: A Lurker’s Perspective" (2011). ACIS 2011 Proceedings. 57.