31/01/2014 Unleashed At The Grammys: Social Media Correspondents:
While we were enjoying this past Sunday’s 56th Annual Grammy Awards we noticed Pharrell’s…interesting hat, some incredible performances as well as a few prime examples of the convergence of social media and live television. During the broadcast 15.2 million tweets about the Grammys were posted, while 28.5 million viewers watched live. Not only was the #GRAMMYs hashtag on screen throughout the awards show, there was also three strategically placed Twitter Mirrors that celebrities were prompted to take “selfies” with which were then posted to the The Grammys’ official Twitter account. The awards show also boasted 360-degree video booth that fed into Entertainment Tonight’s official Vine account. Bringing all of these social elements together and presenting them to the audience was Pauley Perrette, acting as The Grammys’ official social media correspondent, who ultimately helped the awards show reach a record-breaking number of 34 million social media interactions tied to the event.
There was a sole strategist that was really behind-the-scenes, Lindsay Gable of The Recording Academy assisting Pauley and the artists throughout it all.
Social media correspondents (or reporters) are becoming more and more common place representing major publications, television and awards shows. The influence of social media as a news driver and medium for marketing communications has convinced the Hollywood elite of it’s value, so much so that they are offering an increasing number of new jobs in an effort to harness the evolving power of emerging media. Taking a few cues from E! Network hosts and YouTube personalities, a SM correspondent’s role is equal parts host and strategist; a balance of charisma and tech sensibilities. Their task is an important one; bringing audiences closer to the programs and events they watch. They do this by sharing official hashtags for viewers to tag their tweets with, hosting behind-the-scenes coverage that is then live streamed and can often be viewed simultaneously in a second screen style, and presenting personalized questions to celebrities from fans via various platforms. All of this gives viewers an engaging and deeper sense of connection to what they are watching and makes them feel like a part of the experience, and therefore more invested in the programming.
Check out a few more correspondents here:
One show host that is at the forefront of social television integration is Chris Hardwick’s “@Midnight” on Comedy Central. In the form of a late night comedy game show, you as a viewer are immersed in real-time commentary on popular culture through hilarious segments with titles like #HashtagWars, TumblReality and Unfriend Me. His writers even couldn’t resist having their contestants weigh in on Pharrell’s Grammy hat.
While Twitter remains arguably the tool of choice for connecting many social media correspondents with their viewers, there are of course endless possibilities. We’re looking forward to innovative uses of Instagram, Snapchat, reddit, Tumblr, and others striking a chord this year in social video. We want near real-time memes and kid correspondents on the red carpet using their tablets to post images and video to say Rio 2’s Facebook page during the premiere. There is always the concern that the exponential immersive nature of this social integration will elicit a “sophomore album” affect, but fatigue doesn’t appear to be on the studios’ radar anytime soon.
Written by: Crystal Rose Bryan – PR Director, United States.