While Twitter and Facebook did not exist yet, The Bachelorette achieved to generate great enthusiasm among an audience avid for reality TV shows. Nine years later, ABC has managed to build a successful social strategy supporting the show.
The Facebook page offers to fans an access to exclusive content as well as letting them express their point of view regarding the participants. With over 905,000 people watching this 8th season, ABC seized the opportunity to promote its new season of The Bachelor Pad on the show’s page.
The official Twitter account @BacheloretteABC has reached ten times less followers (29,169) than the Bachelorette’s own personal account @EmilyMaynard (312,295). The participation of Emily and her suitors, all with very active Twitter personal accounts, have managed to create an even closer relationship with the fans of the TV Show.