Award Shows Embrace Social Media

'Social media has been credited with increasing TV awards show viewership for the Grammys, Oscars, and other awards shows year-over year recently.  TV viewership has increased in the 18-34 demo, attributed to engaging younger viewers with social media. More viewers are using Facebook, Twitter, and check-in apps while watching the live TV awards show'  (taken from this article) 

As it has become more common place for social media users to discuss film and televsion in real time it is unsurprising that social media platforms have become a part of the promotional strategies for awards shows. For social media users who have spent the year tweeting, sharing and blogging about numerous television shows or films then of course when it comes to those shows and films receiving recognition with awards they would intend to share their responses in real time. 

There is even an award out there for the best use of social media during an awards show, awarded by the Shorty Industry Awards. 

Sources and Further Reading
http://www.telegraph.co.uk/culture/film/baftas/10639240/Baftas-2014-live-coverage-of-the-awards-ceremony.html
http://www.nytimes.com/2011/02/21/business/media/21watercooler.html?_r=0
http://www.mydigitalfc.com/leisure-writing/bchaikhanab-world-social-tv-983