Social Media Promotes Award Shows Like VMAs to Trending Topic
Success  Experts explain how networks are incorporating social
media into the viewing experience  MTV embraces social media
with the launch of "TJ" position  For this past year’s Grammy
Awards, one unique approach used was the creation of a community
blogger forum. For each musical genre there was a blogger on the
floor giving a virtual play-by-play so that fans for each
respective group (hip-hop, jazz, classical, pop, etc.) could
experience the show through the unique perspective of that
particular music culture. It created a niche that filtered
through all of the information that’s important to the specific
portion of the audience. “They understand that a tweet can start
off small then snowball in to a massive trending topic,” says
Andrews, “And they’ve built a way to support that arch and move
with it.”  While Andrews can’t provide specific trade-secret
details of how the Grammy Awards so successfully utilized the
‘story-arch’ strategy, he did h