In addition to the actual show, Grammy planners also had to execute a second full show in the social media world. Throughout all platforms, over 15 million comments were made regarding the show. A major percentage of our nation was online and communicating during the show and the award planners were ready.
“Every single year social media has changed and it’s up to us to set a new bar when it comes to social media and live events,” says Recording Academy CMO, Evan Greene. “We are at a point where text tweets aren’t enough to engage audiences anymore, there needs to be photos, GIFs, videos, and more.”
The Grammys successfully executed a social media outpouring and maintained a serious presence on Shazam, Snapchat, Tumblr, ThingLink, Vine, Google+, Pintrest, Spotify, Rdio, Instagram, Facebook, and Twitter.
More viewers are tuning into behind-the-scenes clips, pictures, and quotes than ever before and the official accounts of the show did a great job in what seemed to be a well executed and well thought out plan. They were ready for the demand and continuously stayed active throughout the show. Because we live in an age where everybody has a smart phone in their hands at all times, major event planners must now spend significant time creating and executing social media campaigns that can interact with millions of fans who want to discuss the event in real time.