• Gigaom, Friday, June 3, 2011 3:15 PM

For its MTV Movie Awards on Sunday, the network is going all social to build interest in and excitement for the program that doesn't begin on the East Coast until 9. Twitter, Facebook, Instagram and Tumblr will be used before and after the show.

Besides a lot of live streaming of pre-show events and polling via user chat on Facebook, Twitter and Yahoo, MTV will tap Facebook for promotion, with interaction between MTV News correspondents on the red carpet and views answering questions on the network's Facebook page.

During the show, Twitter will step up, with MTV's social media crew tweeting throughout, using its Twitter Tracker to track trending topics and Twitter's Promoted Tweets to amplify messages and reach new viewers.

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