In a seemingly unscripted moment, the host of the 86th Academy Awards, Ellen DeGeneres, gathered some of the film industry’s biggest stars for a selfie that broke Twitter — and that left little doubt about which social media platform won the night.
Whether by design or by accident, Twitter was a constant presence throughout the nearly four-hour Academy Awards show. DeGeneres promised she would be tweeting throughout the night. That turned out to be only seven tweets, two of which were photos that most of us would have deleted before pressing "tweet." Even so, most garnered between 26,000 and 170,000 retweets — all respectable numbers for a celebrity hosting a show watched by 1 billion people.
Then, about halfway through the show, DeGeneres walked into the audience (again) and started chatting up 18-time Oscar nominee Meryl Streep.
Perceptions aside, Facebook appears to have run almost dead-even with Twitter when it comes to Oscars engagement. According to Facebook, the platform saw 11.3 million people engage in 25.4 million interactions about the show. That compares quite well to Twitter’s 14.7 million tweets.
However, reach isn't solely measured in Likes or tweets and for Twitter. Retweets represent a different, and perhaps even more important, facet of reach. According to Nielsen SocialGuide, 13.9 million people saw tweets about the Oscars, with a total of 1.04 billion Twitter TV impressions throughout the night. All those retweets may have even pulled more people from the general Twitter stream to Oscar-related tweets — and perhaps even back to their TV sets to watch the live show. Ad Age reported this telecast was the most-watched in a decade.
More evidence that Twitter won the evening.
The morning after Hollywood’s longest night, the selfie is still all anyone is talking about.
“I think that last night’s program was really embodied this idea that many people come to Twitter during live broadcasts to tweets about a program, but those tweets are seen by an even larger amount of people," Horwitz, the Twitter spokesperson, said. "So the power of Twitter as a public, widely distribute program was definitely on display last night."
DeGeneres’ stunt will likely encourage similar feats at other global media events like the Emmys, Golden Globes, the next Olympics and next year’s Oscars. However, that selfie was a one-time-only deal. Predicting what will take off and engineering record-breaking engagement is not science. It’s Hollywood magic.
Source: http://mashable.com/
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