Brand Spotlight: The Grammys

Published by Engagement Labs on February 9, 2015

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The music industry’s biggest night is also one of TV’s biggest social media events of the year. It’s truly become a dual screen experience. Last year, Evan Greene, Chief Marketing Officer for The Recording Academy said “Social engagement at the GRAMMY’s continues to explode year over year as fans seek ever deeper ways to connect with Music’s Biggest Night.” That trend continued this year.

Over the last few days, we tracked the activity surrounding The Grammys official Twitter page @TheGRAMMYs, culminating with last night’s show. The big bump in overall account activity was demonstrated by the rise of its eValue score, capping off at 100/100 after the event.

evlaueThe emotion and passion that the Grammys inspires in people makes running their social media channels unique. The popularity of the television event and engagement of it’s viewers means there is already a lot of conversations going on that they can leverage on their own accounts. Celebrities showed up in fine form on social media last night posting about their own experiences and opinions of the Grammys. The Grammys account took to re-tweeting those posts on their own twitter stream.

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Usher

The Grammys also did an incredible job at responding to people’s activity around the show. For users, knowing that there’s someone reading their content triggers more engagement and conversation. If we look at the rise in their responsiveness score, we can see that they definitely employed this strategy.

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To find out your brands score or to benchmark your brand against your competitors, use our eValue analytics tool now. If you are a professional user, sign up for our pro version to gain access to deeper metrics on your brand’s social media performance including Engagement, Impact and Responsiveness scores.