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According to Adam Zeller, VP of social media for Bravo and Oxygen Media, while the social, marketing, and editorial team decide based on consensus what official hashtag “feels right” before a new show airs: “Immediately after the premiere we will look at data and decide if it worked - and if not, we will change it to what the fans want to use.”
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Networks have learned to be malleable when it comes to official hashtags. “That’s going to inform what we start doing for weeks two and three.” “We are going to start testing that more, and if we see that fans are using it, we’re going to pivot,” Blatt says. While HTGAWM is reminiscent of How I Met Your Mother’s now nostalgic HIMYM - that show’s ascent to popularity predated Twitter, so the acronym was getting typed into text messages long before Twitter text boxes.īlatt notes that even though promo material touts the longer hashtag, ABC went into its marketing decision with the knowledge that it will “probably end up with an abbreviated version” based on online habits.ĪBC gave TIME statistics from Twitter showing that while 141,139 tweets employed #HowToGetAwayWithMurder, almost 50,000 used #HTGAWM - without any official promotion. Viewers aren’t familiar enough with the product to have a nickname or abbreviation resonate. “Even knowing that it was on the longer side, we felt that it served the purpose of getting people to understand that this was a new show, and we wanted to brand the actual title.”Īnd it makes sense. “The official hashtag is #HowToGetAwayWithMurder,” ABC Entertainment executive director of digital strategy Ben Blatt says, clarifying confusion for those tuning in to Thursday’s second episode. But when multiple hashtags are trending: What do you use? Shonda Rhimes tweeted #HowToGetAwayWithMurder her production company ShondaLand tweeted #HTGAWM and writer/creator Peter Nowalk sometimes used both! (31 characters!) Twitter has reinvigorated the act of watching live television, and active social viewers want to make sure they are seeing relevant tweets (and that their relevant tweets are being seen) under one, consistent hashtag conversation.