Soap operas including CBS' "The Young and the Restless," ABC's "General Hospital" and NBC's "Days of Our Lives" have seen their ratings tick up in recent months, thanks in part to a surge in TV-related social chatter. Tweets about TV shows were up 38% between the second quarter of 2012 and the same period in 2013, Nielsen says, and some producers are using social buzz to guide plot points and character development.

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