11 Feb 2013
Social media sings for the 2013 Grammy awards

With over 8 million conversations across social media during its live telecast, The Grammys have continued to prove that live performances and celebrities are a winning combination. An analysis of these conversations shows an overall positive trend in sentiment, with the number of conversations reaching their highest points around Rihanna’s solo performances, Jay-Z’s joke about The-Dream’s hat, and Justin Timberlake’s performance that turned the show’s visuals to black and white. Below is a breakdown of our data analysis and some of the celebrity highlights:

  • Between the red carpet, her multiple performances, and her appearance with Chris Brown, Rihanna was by far the largest draw during this year’s Grammys
  • Frank Ocean’s conversation trended positively as many fans kept rooting for him with every award. However, many viewers were very unimpressed with Frank Ocean’s actual live performance later in the program
  • While Taylor Swift fans were excited to see her, viewers were less happy to see the frequency in which she appeared on camera during the audience shots, dancing and singing along to performances
  • Ed Sheeran was this year’s most snubbed nominee, as negative fan reactions peaked when he lost Song of the Year to Fun. Conversations also greatly picked up when Chris Brown refused to give a standing ovation to Frank Ocean when he won Best Urban Contemporary Album.
  • Other notable celebrities that didn’t make the top 10 were Adele at #11, Miguel (#12), Kelly Clarkson (#13), Justin Timberlake (#14), Fun. (#15), and Jay-Z (#16).

While we do collect and analyze conversations from across the entire social web, the Grammys’ many Twitter activations to engage with viewers are also important to understand the impact live programming can have:

  • Mentions of @TheGrammys from 1/1/13 thru 2/10/13
    • 1,090 total / 27 daily average
  • Mentions of #GrammyLive from 1/1/13 thru 2/10/13
    • 146,690 total / 3,493 daily average
  • Mentions of #TheWorldisListening from 1/1/13 thru 2/10/13
    • 149,410 total / 3,557 daily average
  • Mentions of #GrammyGlam from 1/1/13 thru 2/10/13
    • 7,980 total / 190 daily average
  • Mentions of #Grammys from 1/1-2/10/13
    • 3,334,630/daily average 79,396


Publications that have relied on our analysis include:
LA Times.com
Grammys 2013: Jay-Z joke, Rihanna top social media buzz

Grammys 2013: Rihanna, Justin Bieber, or Frank Ocean – Who won the Twitter wars?

2013 Grammys: Social Media Activity During Last Night’s Awards

Business Insider
The 10 Most Talked About Celebrities During The Grammys

Grammy Awards 2013: Top social media conversations

CBS Local News
On Social Media, Jay-Z’s Jab Trumps Katy Perry’s Cleavage

Clevvr.com (video clip mentioning Networked Insights)
Beyoncé Behind Jay-Z “Swap Meet” Joke Grammy Acceptance Speech 2013



About Jason Kapler

Jason Kapler is Director of Marketing at Networked Insights with more than 10 years' experience in generating demand for technology companies leveraging the inherent power of the Internet to deliver marketing results. Jason is passionate about sharing how companies can use social media to their advantage to stay in-sync with consumer trends and uncover real-time insights.