The only thing busier than my Twitter timeline during a live airing of MTV’s "Catfish" is my Twitter timeline during a live airing of ABC’s "Scandal." Both shows illicit the sort of rabid fan response that can turn outsiders into insiders.
The same thing also recently happened with the release of Netflix’s "Orange is the New Black." Despite breaking the format of traditional network television by releasing a complete season at once, for a few days after, #OITNB was a trending topic.
Not every show can create this sort of fire. Nielsen recently released a study called “The Follow-Back” that analyzed TV ratings and accompanying tweets.