Use of Social Media for television shows

I am a huge fan of the television show, Sons of Anarchy, last night there was an insane finale to season seven that left many SOA fans shocked and on the edge of their seats. What really interested me was the use of twitter by Sons Of Anarchy, they used twitter to react with the fans as we saw this jaw dropping episode. #SOAFX was trending last night (symbolizing sons of anarchy on FX) I think this is a clever use of twitter to promote an already widely popular television show. The account tweeted things like, "its not over yet, brace yourselves", after the climax of the final episode. I think the use of twitter to promote TV shows is becoming more and more popular. Another show that participates in this is Duck Dynasty on A&E. They're twitter is DuckDynastyAE... and they also tweet during the show as if they're watching it for the first time with viewers. I imagine it's to get more and more people talking about their TV shows and hopefully more and more people to watch. Its a genius plan if you ask me.