Digital Marketing

The Golden Globes: Why Twitter Works

The Radian6 topic trend graph indicates the conversation peaked at 8 p.m. EST with more than 550,000 tweets that hour.

Twitter and the Golden Globes are like peanut butter and jelly… bourbon and sweet vermouth… grilled cheese and tomato soup…. Awards shows are one of those events that are just meant for social media. And, it’s refreshing.

These days the majority of brands are interested in social engagement. Unfortunately, sometimes it can be like fitting a square peg into a round hole – whether the audience simply isn’t on social media or the offering just isn’t engaging in a social sense. When it comes to the Globes, it’s so refreshing to see a twitter feed full of excited people, who aren’t being bribed by prizes for tweets. People who just want to engage because they enjoy it, and they want to share their opinions with everybody else.

With more than two million tweets using the hashtag #GoldenGlobes, or the phrase “Golden Globes” it’s safe to say the show dominated the social sphere. The evening peaked when the show started at 8 p.m. EST with more than 550,000 tweets that hour. During the show, actors, movies, tv shows and other Golden Globe references dominated the trending topics in the U.S. Jennifer Lawrence, #GoldenGlobes, Tina and Amy, #12YearsASlave, Best Picture and Emma Thompson to name a few.

 

Why? Engagement in its purest form. Organic engagement:

  • A chance to be part of the action: Not everyone can go to LA and watch the red carpet. And forget about getting in the door – that’s for Hollywood royalty. Yet from the comfort of their homes, Americans were able to share their thoughts and opinions on the evening nearly 2 million times.

    The word cloud shows the words that were mentioned most during the Golden Globes. Popular star Jennifer Lawrence appeared on the cloud nearly the entire time.

  • Interact directly with the stars: Not only are viewers able to share their opinions with others, the stars are tweeting away as well. Julia Louis-Dreyfus, Zooey Deschanel, Judd Apatow, Olivia Wilde, Kyra Sedgwick, Rob Lowe, Emma Roberts and P. Diddy were just some of the stars tweeting and instagraming about the evening.
  • Citizen journalists: Not only did viewers interact with each other and the stars, they gave fashion advice, speech advice, hair advice and even just general advice. They announced who won and who lost. They took ownership of the

Give the people what they want. In the case of the Golden Globes, they apparently wanted a voice on Twitter… and tweet they did.

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About Rosalie Morton:

As a senior account executive, Rosalie leads PadillaCRT clients’ traditional and social media relations initiatives and provides crisis counsel. She has successfully placed speakers at high-profile industry conferences, submitted winning award entries, planned events and media tours, managed social media campaigns, served as editor for client blogs and garnered placements in top-tier traditional and social media. She can often be seen on the third floor of the Richmond office, trying to find her dog, Petey, who has most likely snuck into someone else's office to beg for food.

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