LOS ANGELES — The Recording Academy is ramping up its social media efforts in order to attract younger viewers to the 58th Annual Grammy Awards

This year, for the first time ever, the Academy is utilizing a number of Internet influencers to help produce content across Twitter, Facebook, Instagram, Vine and Snapchat in the three days leading up to the show.

The decision to emphasize social platforms comes one year after the show broke Twitter records. On Grammy night 2015, the telecast generated 20.9 million tweets globally between 5 p.m. and 11:40 p.m. EST, resulting in 1.6 billion views. According to Nielsen, that is the highest-ever number of Twitter impressions for a TV special. Read more…

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Source: Mashable


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