Grammy Social Media Remains Strong

TWEETING THE NIGHT AWAY: Thanks to host LL Cool J’s regular reminders, the CBS Grammys broadcast was the second most social event of the year, with more than 15.4 million social interactions, according to analytics provider Trendrr. The online activity is measured across Twitter, Facebook and check-in platforms like Get Glue and Viggle. That figure is second only to this year’s Super Bowl, which set an all-time record with 52 million social interactions. The Grammy total represents a 511% increase over 2011, but falls short of last year’s total of 17 million, spurred by Whitney Houston’s passing. Mobile interactions rose to 88% of all messages sent, up from 57% last year. The most used hashtag of the event, #GRAMMYs, was used 2.6 million times throughout the evening. The graph above depicts a breakdown of online conversation, which peaked when Frank Ocean defeated Chris Brown for Best Contemporary Urban Album. Other top moments occurred when Jay-Z joined Justin Timberlake on-stage and when fun. won Song of the Year. Social interactions bottomed out during Recording Academy President Neil Portnow's speech, but water usage soared. (2/12a)