First, if you want a very cool infographic on how Facebook makes money, click here (Aldo Baker did an excellent job on this. An excellent read):
TV shows use Facebook and Twitter to reach out to their audience and keep them engaged before, during and after the show.
The only problem from an ROI POV:
a) does this engagement boost the program’s ratings?
b) how much money could a network gain from this?
Fortunately, these questions could be answered once Neilsen and Facebook start tracking this; interesting times indeed: