Everybody wants to be in the know. If all your friends and peers are talking about something unbeknownst to you, chances are you’re going to look it up. And that’s the beauty of social media: mass, real-time sharing and digesting of relevant content. Thus, it was no surprise to me, when reading a recent article in MediaPost, that TV-related tweets are influencing people to seek out the original television programming, even if they were not dedicated viewers beforehand.

I’ll be the first to admit, I too have succumbed to this. Upon the finale of AMC’s hit series Breaking Bad, my Facebook and Twitter feeds blew up. Shocked statuses, frantic hashtags, mock_ups of fake gravestones… I was intrigued. So I YouTubed the final scene, having never previously viewed a single episode of the show.

I didn’t know these characters. I didn’t know where they were or what their situations are; all I knew was that they were drug dealers and the main one just died (spoiler alert?_. Was the ending pretty intense? Yeah. Did I share with my friends the emotional rollercoaster that was Breaking Bad? Maybe not. But I knew what happened, and that’s one of the many benefits of social media; being exposed to and involved in what you otherwise might normally not be – traditional media included.

The author touched on many interesting facts detailing people’s actions after viewing the tweets. One particularly interesting takeaway statistic is that 90% of people who view TV show-related tweets took “immediate action” at either watching, searching for or sharing the TV content. There’s clearly a powerful cross-over between traditional and digital media, and it points to how we need to consider the symbiotic relationship between online and offline media. Our focus whould be on harnessing that power to Work across multiple platforms to create and amplify relationships with consumers. Working in ways that will make people engage. Working, as we know it, Tradigitally™.