The Walking Dead is an immensely popular television series from AMC, based on the graphic novel series of the same name. The show is far more than just a ratings-winner though – it also has one of the largest social media presences in popular television culture. It operates on many different social media platforms and is extremely interactive. It even has its own dedicated live television talk show, named Talking Dead.
The Walking Dead invites audience participation through several social media platforms:
● The Facebook page (8.1 million+ likes, as of April 2012)
● The Twitter account (387,000+ followers)
● The dedicated on-air talk show
○ The talk show’s Facebook page (62,000+ likes)
○ The talk show’s Twitter account (41,000+ followers)
● AMC’s own website, with fast-flying comments, interviews, videos and other extras.
Its most visibly obvious social media success is on Facebook. A great deal of content is perfectly suited to that platform’s features, such as video links, albums of photographs for both on-screen moments and off-screen outtakes, and (of course) a place for audience discussion.
How has AMC been using social media?
The Walking Dead’s social media presence does not just sit there doing nothing. Not even zombies can get away with that. Instead, the page regularly offers links to extra material, and invites audience participation by asking viewers questions about their favourite moments, quotes etc.
This interaction generates more attention and discussion about the series as a whole. For instance, after an episode has aired, Twitter hash-tags about the show tend to spike in frequency, and discussion becomes lively and active. These social media interactions have also spawned several memes, fan videos and viral hash-tags, such as the “Carl, stay in the house” meme and the #ricktatorship hashtag.
Audience participation has reached such levels that AMC airs a live spin-off talk show, discussing questions taken via phone calls and tweets. This alone is proof that active use of social media is an effective tool for audience feedback, engagement and awareness.
Social Media at Work 