You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Believe The Hype? Four Things Social TV Can Actually Do A Lot of People Are Gathered Around The Digital Water Cooler Talking About TV Shows. Here's Why It Matters By Simon Dumenco, Published on April 13, 2012 4 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.