Using Social Media As An Alternative To Actually Watching The Golden Globes

By Sheldon Levine - Tuesday, January 15th, 2013 at 7:30 am  

I don’t watch award shows. Previously this led me to be in utter confusuion as to what people were talking about around the office on a Monday morning after one had aired. However, thanks to the magic of social media, and especially Twitter, I don’t even have to watch these award shows to know everything that happened.

Case in point, Sunday night was the 70th annual Golden Globe Awards. This is an award show put on by the Hollywood Foreign Press Association to honour the previous year’s best in movies and television. There’s no way that you could have looked at Twitter on Sunday evening and not have known this was going on. Using MAP, our social media monitoring and analytics platform, I decided to take a look back at the social media kerfuffle that ensued.

Looking back at social media activity on Sunday and part of Monday as people followed up on the night before’s events I found an astounding 2.4 million mentions of The Golden Globes. There were 17,270 blog posts, 24,712 online news articles, 8,238 forum postings and a whopping 2,351,722 tweets.

While the show is broadcast from Los Angeles and aimed at a North American primetime audience the mentions of the Golden Globes were coming in from around the world. The chart below looks at all social channels combined and shows that the majority of talk was coming from out of the United States (52.7%). However, Canada, which operates on the same time zones as the US was also interested and accounted for 6.9% of the mentions, while the UK, which is five hours ahead also appears to have stayed up late to watch as they accounted for 6.5% of Golden Globe mentions.

Even more fascinating was when I looked at a heat map of where just tweets were coming from. The map below shows that people all around the world were interested in who the Hollywood Foreign Press Association thought was the best in film and television (or who looked best in their fancy dress).

After I established that the entire world was interested in The Golden Globes, I got curious as to what were the hot topics to emerge from the festivities. To see what people were talking about I pulled up a word cloud and buzzgraph around the conversation. The first thing that stood out to me were that people were talking a lot about the show’s hosts Tina “Fey” and Amy “Poehler” who apparently did a fantastic job (as I’ll show a little further down in the post). Then, I could see a lot of talk of the films that were up for best picture, such as “Lincoln,” “Django” “Unchained” and “Argo” which apparently took home the Best Picture Award. Surprisingly, the television side of the awards didn’t seem to have as much talk going on. There was also a lot of celebrity names being mentioned, which is no surprise for an award show, but none came up more than “Jodie” “Foster” who was awarded with the Cecil B. Demille award for a lifetime of achievement and apparently gave one heck of an interesting acceptance speech that got everyone talking.

To dive a little deeper into what was driving the conversation I pulled up the top 10 hashtags being used. Of course “#goldenglobes” was the most used and accounted for 61.28%. After the name of the show it appears that the “#redcarpet” was most interesting to people. I found it interesting that before any of the actual television shows or movies the hashtag for “#getglue” (a social network where people can check in to the shows and movies they’re watching) appeared. I also found it interesting that HBO’s comedy “#girls” was seen as one of the most used hashtags on Twitter around The Golden Globes, but the shows name failed to appear in the word cloud and buzzgraph above. It also appeared before some of the movies and shows that made their way into the text analytics as well.

Next I looked at the top six most retweeted tweets around the event. Here I found that two of the six referred to how great Fey and Poehler were as hosts. Also interesting here is to note that two of the most RT’d tweets about the awards were from Ellen DeGeneres and another two from Emma Watson.

While I’m still on the subject of Twitter conversations around the Golden Globes I wanted to point out something interesting that I found; there really wasn’t a conversation going on at all. It turns out that people weren’t talking with one another about what they were watching, but rather they were just tweeting what they saw and thought. 97% of the tweets never went past their initial tweet. The other 3% of tweets only managed to garner a conversation that went 2-4 tweets deep. It seems as though people were tweeting along with the show to feel included and not to actually discuss what they were seeing.

The final interesting thing that I found when looking at all this data was how different social channels approach an event like this. Below you’ll find the activity levels of each channel over Sunday and the better part of Monday. It’s interesting to note how some channels had more activity on Sunday while others on Monday. It appears as though Twitter and forums get used as real-time communication tools to discuss what’s going on as you can see from their high levels on Sunday. On the flip side though, blogs and online news sources seem to have more activity coming from them on the Monday as they’re being used to look back and reflect on what has already happened.

Did you watch The Golden Globes? Does any of this information surprise you? Leave a comment and let us know your thoughts.

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One Response to “Using Social Media As An Alternative To Actually Watching The Golden Globes”

  1. [...] media monitoring services Radian6 and Sysomos compiled and shared their stats from Sunday evening. Sysomos claimed, “[there was] an astounding 2.4 million mentions of The Golden Globes. There were 17,270 [...]