Last night was the 55th annual Grammy Awards, recognizing the top artists, producers, albums and songs in the music industry. Technology made an appearance with Carrie Underwood’s dress-turned-light-show and Frank Ocean’s “Forrest Gump” performance, in which he performed at a keyboard hidden behind a projector displaying running legs in a matching yellow suit.
Ladies Love Cool James, (LL Cool J) hosted the event, and made it clear to everyone he knows what a hashtag on Twitter is.
I get the idea behind this was to promote the Grammy’s social media presence, but unfortunately all they needed to do was display the designated hashtag (#grammys) -- Twitter’s thousands of users know how to utilize a hashtag when they see one. Also, for someone who talked a lot about Twitter last night, LL Cool J only tweeted a whopping eight times, with at least four of them after the show was over.
Strategy aside, the event generated about 13.2 million tweets, 2.6 million of which used #grammys, and more than 15.4 million social media interactions. The top three tweets-per-minute (TPM) moments were when Jay-Z, Kanye West, Frank Ocean and The-Dream won best rap collection with 116,400 TPM, Prince announced Gotye winning record of the year with 109,400 TPM and fun. won best new artist with 100,600 TPM. The Grammys became 2013’s second-biggest social media event, following the Super Bowl, which set an all-time record with 52 million social interactions in one day.
The Grammy’s official Twitter page did a great job at teasing the event and interacting with followers in real-time throughout the show. Contrasting LL Cool J’s eight tweets, @TheGRAMMYs tweeted, retweeted and replied at least 100 times yesterday, congratulating award winners, narrating who was on stage when and giving followers sneak peeks into The Grammys backstage.
Common tips I’ve heard so far for events such as The Grammys include working on location-based alerts and messages (talk about spoiler alerts for the West Coast audience), streaming a feed of tweets/social media posts about the event and getting creative with the number of celebrities you have in one place.
My favorite part of the show was tribute those who have passed and the victims of Sandy Hook Elementary School featuring Elton John, Zac Brown, Mumford & Sons, Mavis Staples, Brittany Howard and T Bone Burnett to The Band’s “The Weight.”
Elton John, Zac Brown, T Bone Burnett, Mavis... by IdolxMuzic
For a more detailed look into social media before and after the awards show, SocialTimes uploaded a great infographic with a lot of information.