An intense, non-stop social media campaign famously helped catapult the CW's Vampire Diaries from a barely viewed cult show to a mega mainstream hit.
Now the ABC series, Grey's Anatomy, is fervently working Twitter and Instagram for all it's worth in a push to bring in more viewers for its return September 26.
Judging from the sudden social media presence from the Grey's Anatomy cast, it's obvious ABC and show creator Shonda Rhimes sent a message: Get those thumbs working!
The tenth season of the medical show began filming last week and so far, this fans is what fans have been fed via the Twitter feeds:
"Table read today (episode) 1001 and 1002, Grey's anatomy, 10 years! Wow! Want to thank the fans!" - Patrick Dempsey, a.k.a. Dr. Derek (McDreamy) Shepherd, July 15
"First day of shooting our two-hour premiere. Your gonna laugh. You're gonna cry. We're gonna take you places. I promise." - Ellen Pompeo, a.k.a. Dr. Meredith Grey, July 17.
Grey's Anatomy's home page is even sending out teasers on what may lay in store for characters, such as perennial bachelor Alex Karev, played by Justin Chambers.
"Retweet if you think Karev would make a great dad," it was posted July 22.
Whereas leads Pompeo and Dempsey are complying with social media demands, there is a strident stand-out: Sandra Oh, who plays Dr. Cristina Yang.
The Canadian actress has always been steadfast in her refusal to open a Twitter or Facebook page.
So how did the show solve this problem?
It opened a Cristina Yang account - that has postings such as "To endure a superstorm, one must become a superstorm" - for her character.
Duck, duck, goose!
A&E has officially picked up the fourth season of Duck Dynasty, the growing-in-popularity reality show that revolves around the Robertson family, a redneck clan out of Louisiana that makes a living selling duck calls.
It seems the Robertson family has finally found the golden goose: After some fierce negotiations, the network apparently agreed this week to pay them a staggering $200,000 per episode.
Help is near for Amanda Bynes, hopefully
When you're at your lowest, you just want to go home.
Troubled child star Amanda Bynes left New York City last week to return to her childhood Thousand Oaks, Calif., home with her parents and siblings, who live nearby.
Bynes - whose recent Twitter rants have brought her much negative publicity - promptly made news for allegedly being drunk when she tried to enter a nearby retirement home to visit a relative.
Worse, she was arrested Monday after police say she deliberately tried to start a fire in a neighborhood driveway.
After being caught red-handed with a gas can, the 27-year-old Nickelodeon star was placed on an involuntary psychiatric hold for 72 hours.
I'm told her parents are by her side, making sure she'll finally get the help she's obviously crying for.