The Internet and social media enable producers and writers to bring characters into the daily or hourly lives of the viewer in exactly the same way that they would interact with their friends. We can now further enhance this real-time experience by running the interactions in sync with the audience’s life. What is critical to the success of this involvement is that it has imitated exactly what the audience expect when they go on the Internet. Typically, Internet users have a lot of distractions, a lot of other activities running side by side. I realised that it is vital to keep your audience communicating back with you, because if you don’t engage with them they’ll quickly get busy with the billion other distractions.
Via Simon Staffans, The Digital Rocking Chair