By Kimberlee Van Der Wall

Twitter recently released a new study on how Fox was able to leverage their earned audience (those who have seen tweets about a show) for their hit show Empire. Their findings revealed that targeting this earned audience with paid media can result in higher engagement while generating more impressions with retweets, drive TV-related actions (tweets, intent to tune in) and familiarity with the show. The study shows that Twitter can help propel a social show to new heights by engaging those who simply need a reminder to watch or join the conversation.

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Source: The Drum