This year’s Oscars will be another huge social media event, according to The Wall Street Journal.
During the broadcast, tweets bearing hashtags #oscars, #redcarpetqa and #bestdressed will appear on Oscar.com and the Oscar app. An outside company has been hired to weed out offensive comments and span. “If everyone is going crazy about one event or moment of the telecast, we know what video clips to post to the site,” Karin Gilford, ABC’s SVP of digital media, told the Journal.
The Academy of Motion Picture Arts and Sciences created a new Facebook feature allowing fans to pick the films and actors they think will win and share it with their friends.Twitter has lined up TV personalities to live-tweet the ceremony, including Eva Longoria of Desperate Housewives, Randy Jackson of American Idol and Whitney Cummings of the NBC TV show Whitney.
Even the exclusive Vanity Fair Oscar after party will be live tweeted by a staffer and videos will be posted hourly during the party.
According to Bluefin Labs, a social media analytics company, last year’s Oscar-chatter was mostly positive. Of the 966,000 social media comments, the third most used term was “love” (after #oscars and Oscars) and “dress” was the fifth. By comparison, Bluefin said this year’s Super Bowl had 12.2 million comments on Facebook and Twitter, up 578 percent from last year. The Grammys had 13 million comments, up 2,280 percent (the increase was partly due to Whitney Houston’s death one day before the awards.)
There is still no data measuring the direct correlation between social media comments and actual viewership ratings. But Albert Cheng, Disney-ABC Television Group’s EVP for digital media, told the Journal that social media drives engagement and sustains interest.