“The Vampire Diaries” aired on The CW television network on September 10, 2009. It is built around two vampire brothers, Damon and Stefan Salvatore, who both fall in love with a high school girl, Elena Gilbert.The Vampire Diaries

The brothers found themselves in a similar love triangle in the nineteenth century with a merciless vampire, Katherine Pierce, who looked very much like Elena Gilbert.

In its fourth season, The Vampire Diaries Facebook page is one of the most active TV online communities, with over nine million fans. A cast photo from the new season was published on the page three weeks before the show’s first airing and it received over 36,000 “likes” and 4,000 comments.

This was in striking contrast to the amount of reaction to feeds before and after the photo was displayed (just 1/7 of fan engagement). It is clear that the series’ fans engage most with exclusive and original content. Learning from the experience, The CW did a great job in changing the content format distributed on The Vampire Diaries Facebook page.

One post contained an audio playlist of season three streaming music, another one linked directly to iTunes to preview or buy the latest season just released, a third one was a poll among fans on what their favourite episode was. There were over 100,000 responses to the last one.