From
red carpet affairs to more serious events, Twitter continues to grow its share of social media activity.
Take Sunday’s 72nd Annual Golden Globe Awards, which generated 2.6 million tweets --
or nearly 25% more than last year’s Globes. That’s according to new figures from Andrew Adashek, head of TV at Twitter.
Especially for advertisers, Twitter loves to position
itself as the perfect compliment to live television events. “Many viewers who tune in for the [the Globes] watch simultaneously with millions more on Twitter,” Adashek notes in a new blog
post.
During Sunday night’s show, more popular moments included “Glory” (for "Selma") winning Best Original Song; Matt Bomer ("The Normal Heart") winning Best Supporting
Actor in a Mini-Series; and Billy Bob Thornton ("Fargo") winning Best Actor in a Mini-Series.
Setting themselves apart from their fellow stars, Amy Poehler, Tina Fey, and George Clooney
inspired the most tweets, on Sunday night.
On the red carpet — when fashion usually takes center stage —- the most-Tweeted-about celebrities included Amy Adams, Jennifer Lopez,
George Clooney’s wife Amal Clooney.
Despite the strong activity, Twitter’s prominence is increasingly being challenged by rival social platforms. In terms of monthly active users,
for instance, Instagram recently overtook Twitter.
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troubling still, Twitter’s recent fourth-quarter revenue forecast of $440 to $450 million fell short of analysts’ expectations.