From 6PM on Sunday to 4AM on Monday, the Scup Social monitoring collected 119,126 items on the Grammys, 61% on Twitter and 39% on Facebook. The study showed how the tool can be used to measure the impact of a big event through social media.

The British singer Adele was crowned the biggest winner of the 54th Grammy Awards, the biggest international music awards. She won in 6 categories – all of those she had been nominated for. The Oscars of music, as the Grammys are also known as, dominated conversations in social media. From 6PM on Sunday to 4PM on Monday, the Scup Social monitoring collected 119,126 items relating to the awards, 61% on Twitter and 39% on Facebook.

To collect this information, we set up six searches on Twitter and 6 searches on Facebook.

Twitter searches: we used a Twitter search (in English), the operator OR and quotation marks (to search for exact terms). The search terms used included variations of the name of the awards, the names of the main nominees and the names of the main categories.

1. “Grammy 2012” OR “Grammy Awards” OR “54th Grammy Awards” OR “Grammys” OR #grammyglam OR #grammy

2. Grammy Adele OR “Foo Fighters” OR “Lady Gaga” OR “Bruno Mars” OR “Katy Perry” OR “Bon Iver” OR “Mumford & Sons”

3. Grammy “Rolling In The Deep” OR “Holocene” OR “Grenade” OR “The Cave” OR “Firework”

4. Grammy “Record Of The Year” OR “Album Of The Year” OR “Song Of The Year”

5. Grammy 21 OR “Wasting Light” OR “Born This Way” OR “Doo-Wops & Hooligans” OR Loud

6. Grammy “All Of The Lights” OR “The Cave” OR Grenade OR Holocene OR “Rolling In The Deep”

Observations:

a) When you use the operator OR, your monitoring will collect various different terms in the same search;

b) Whenever you need to search for an exact term or expression, use quotation marks (“”). Therefore, the terms collected by the search will always be the exact combination of words in the same order, and;

c) In Twitter searches number 2, 3, 4, 5, and 6, note that the term “Grammy” appears once at the beginning. This is the main term of the search and the others are related to it. In this case, the items collected by our monitoring had to contain the first term. The operator OR is used whenever you want to search for one term or another. Therefore, terms such as ‘Grammy 21’ or ‘Grammy “Rolling In The Deep”’ were collected for example.

Facebook searches: we used the Facebook search (in English), the pipe operator | (equivalent of OR) and quotation marks (for exact expressions). The search terms used included variations of the name of the awards, the names of the main nominees and the names of the main categories.

1. “Grammy 2012” | “Grammy Awards” | “54th Grammy Awards” | “Grammys”

2. Grammy Adele | Grammy “Foo Fighters” | Grammy “Lady Gaga” | Grammy “Bruno Mars” | Grammy “Katy Perry” | Grammy “Bon Iver” OR Grammy “Mumford & Sons”

3. Grammy “Rolling In The Deep” | Grammy Holocene | Grammy Grenade | Grammy The Cave | Grammy Firework

4. Grammy “Record Of The Year” | Grammy “Album Of The Year” | Grammy “Song Of The Year”

5. Grammy 21 | Grammy “Wasting Light” | Grammy “Born This Way” | Grammy “Doo-Wops & Hooligans” | Grammy Loud

6. Grammy All | Grammy “The Lights” | Grammy “The Cave” | Grammy Grenade | Grammy Holocene | Grammy “Rolling In The Deep”

Observations:

a) In Facebook, the ‘pipe’ ( | ) is equivalent to OR in Twitter;

b) Like Twitter search, it is also possible to search for exact expressions by using quotation marks (“”); e

c) We also associated the terms with other words. Note that the word needs to be repeated – it does not only appear at the beginning of the search, in contrast to Twitter.

After having set up the searches, we selected Scup Social’s Reports tab in order to see the volume of items collected per hour in each social medium and the number of people reached by the messages (Coverage).

In the Relationship tab, we were able to visualize the number of men and women who mentioned the awards.

Finally, in the Monitor tab, we filtered the items collected by Number of RTs and Comments to isolate the most shared messages.

Did you like our study? Do you have any questions? Ask us in the comments space!

IN SUMMARY | The study shows how a monitoring tool can be used to measure the impact of a big event through social media.