If you were to believe recent reports - or a recent skit on the Emmys - television is dying because more people are watching tv online.

However, in an effort to drive further word of mouth about new shows, many producers, directors and actors are using social media to generate awareness, recommendations, and viewership. Although sites like Hulu have helped this process (and there are plenty of ways to access television shows online), social media allows them to direct recommendations and content sharability (for example, embeddable videos). Cable companies, television stations and even the TV Guide are all using social media to drive viewership and engage their audiences.

Most television shows utilize the power of Twitter as a way of building awareness of their brand, but in unique ways. For example, Dollhouse star, Eliza Duskhu, has been using the service as a way of engaging current fans. The new Fox show, Glee, has also been cited for its presence on various social media platforms. The hit AMC Series, Mad Men, earned initial favor through its unique Twitter strategy, and has even expanded to the point where one can create a Mad Men-style avatar.

In addition, blogs that focus on television are also beginning to engage via social media. For example, blogs like TV Squad (which focuses on reviews and news) and Televisionary (which has a more industry focus) have a strong presence on both Facebook and Twitter. Even noted critics like David Bianculi from NPR (a personal favorite of mine) is developing an online presence via blogging and Twitter. Even though they may be posting blog content, this helps drive conversation around various television shows, as fans will engage with particular favorites.

Although social media can create huge buzz for a program, sustaining conversations and viewership requires a strong social media strategy and diversification among these channels.

When ABC premiered its revamp of the British show, Life on Mars, last year, it used a
Twitter account to drive conversations around the first episode (even providing a code for embedding the premiere episode into blogs). However, the Twitter account closed soon after the premiere episode aired, followed by a decline in ratings and finally, a cancellation of the program altogether. ABC's Life on Mars may have  had a little more staying power had it used social media strategically, engaging viewers and critics throughout the series rather than dropping off after the first episode.

So, for all you tv addicts and savvy internet users, how do you think television, or the entertainment industry in general, should use social media to engage (or reengage) their audiences?