On Tuesday, the series finale concluded the seven-year-run of what has been called “the most social show on TV”—and one of the first series to usher in the era of tweeting along with your favorite television shows.
Its second season finale generated the most social media buzz of any series in TV history at the time, and last year’s episodes generated more than a quarter of a billion engagements across social platforms.
Here are seven lessons “Pretty Little Liars” can offer PR pros looking to develop their own social media campaigns:
1. Begin with your endgame in mind.
As the show moved to reveal its ultimate antagonist, “A.D.,” the final episodes were dubbed #PLLEndGame. Clues from episodes that aired years ago suddenly fell into place in a very calculated way.