Musicians and celebrities from all industries recently convened for the 2013 Grammys in Los Angeles, which crowned the top performers in the music industry. While those award winners were chosen by expert panelists, another group of winners was being crowned on social media.
Social media erupted during the Grammys telecast: More than 8 million conversations were occurring across social media—proving once again that live performances and celebrities are a winning combination. But how exactly, can we view the moments that resonated best with audiences from a marketing and viewer perspective?
An analysis of those conversations shows an overall positive trend in sentiment, with the number of conversations reaching their highest points around Rihanna’s solo performances, Jay-Z’s joke about The-Dream’s hat, and Justin Timberlake’s performance that turned the show’s visuals to black and white.
Below is a breakdown of Networked Insights' data analysis and some of the celebrity highlights during the Grammy awards.
- Between the red carpet, multiple performances, and her appearance with Chris Brown, Rihanna was by far the largest draw during this year’s Grammys.
- Frank Ocean’s conversation trended positively as many fans kept rooting for him with every award. However, many viewers were very unimpressed with Frank Ocean’s actual live performance later in the program.
- Though Taylor Swift fans were excited to see her, viewers were less happy to see the frequency in which she appeared on camera during the audience shots, dancing, and singing along to performances.
- Ed Sheeran was this year’s most snubbed nominee, as negative fan reactions peaked when he lost Song of the Year to Fun. Conversations also greatly picked up when Chris Brown refused to give a standing ovation to Frank Ocean when he won for Best Urban Contemporary Album.
- Other notable celebrities that didn’t make the top 10 were Adele at #11, Miguel (#12), Kelly Clarkson (#13), Justin Timberlake (#14), Fun. (#15), and Jay-Z (#16).
While we do collect and analyze conversations from across the entire social web, the Grammys’ many Twitter activations to engage with viewers are also important to understand the impact live programming can have.
- Mentions of @TheGrammys from 1/1/13 thru 2/10/13: 1,090 total / 27 daily average
- Mentions of #GrammyLive from 1/1/13 thru 2/10/13: 146,690 total / 3,493 daily average
- Mentions of #TheWorldisListening from 1/1/13 thru 2/10/13: 149,410 total / 3,557 daily average
- Mentions of #GrammyGlam from 1/1/13 thru 2/10/13: 7,980 total / 190 daily average
- Mentions of #Grammys from 1/1-2/10/13: 3,334,630/daily average 79,396