The Grammys included a heavy integration of social networking sites and digital elements, engaging the 26.6 million viewers that tuned in.

Christine Pepin
Media Coordinator

Although awards shows in general are on the decline in terms of viewership, Sunday night’s Grammys brought in a 25% increase over the event in 2009.  There were several elements centered on the evening’s performance that aided in generating social media buzz before, during and after the show:

1-       The Grammy’s iPhone app, giving user’s the change to guess award winners and access trivia.

2-      The “We’re All Fans” site (such as Lady Gaga) that allowed fans to track up-to-the minute dialogue, live photos and other information from 16 different artists at the show.

3-      The opportunity for fans to cast their vote to determine which of three songs Bon Jovi would play at their first Grammy performance.

4-      The live 72-hour broadcast on Grammy Live! featuring backstage footage, videos, photos, news reports and artist interviews.

One reported missed opportunity was the lack of effort taken by iTunes and Target to take advantage of the real-time communication.  Only one tweet was sent by Target and iTunes, rather than a constant engagement with Tweets and reTweets to download music from winning artists or special Grammy albums.

Here’s the breakdown of some social media stats from Mashable from the “We’re All Fans” campaign:

125,760 Facebook Fans
48,776 Twitter Followers
1,505,838 combined views on YouTube for the “We’re All Fans” campaign videos
2,050,699 combined views on Grammy.com for the “We’re All Fans” campaign videos
The Grammys were a trending topic on Twitter for more than four

For any Lady Gaga fans- check out these statistics on how she’s been using social media to increase her popularity. 

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