Inside the 2017 Grammys: Who Should Have Won According to Social Media

Each year, the Grammys are perhaps just as known for the anger they inspire online in fans who saw their favorite musical artist slighted, as the award show is known for actual musical performances.

In that vein, we ran a Scraawl report on the award show with the hopes of parsing through the Internet’s response to the 2017 Grammy Awards, using social media interactions and engagements as data points in our analysis.

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3 Social Media Takeaways From the Super Bowl LI Data

Whew, what a game. A nail-biter that led into overtime, Super Bowl 51 garnered 111.3 million views on television, according to Variety. But the real traffic was online.

On the day of the NFL championship, there were over a million tweets with the words “Super Bowl.” There were 2.7m tweets about Lady Gaga according to Twitter Trends during her halftime show and as of press time, there were over 3.5 million tweets with the search term “Gaga” in the span of a single day (Sunday morning to Monday morning).

Par for the course– or is it?

When we ran a Twitter report on Scraawl on the hashtag #SB51, we found a few surprising winners through social media data that may not have made a splash on your television but broke out of the social media echo chamber online. Here’s what we learned from the brands that got ahead of the pack:

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Storytime: The (Abridged) History of Super Bowl Ads

Ah yes, the Super Bowl. I am surrounded by sports fans who love football, but if you’re anything like me, then the true sport is watching the Super Bowl ads.

A TV spot for marketers might end up costing a whopping $5 million, so stretching out the value of a very expensive TV spot is important. With social media, we’re seeing marketing narratives on multiple platforms, an omni-channel approach that adds to plots or provides easter eggs for further audience entertainment/engagement. For more on how Super Bowl ads have changed since the advent of social media, check out our article here.

Before the game gets started, we’re taking a look back at the days of old, from when there was no such as thing as the Internet to the commercials of today.

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Shop Local, Browse Global: How Social Media GeoData Can Drive Your Marketing Strategy

In the vast landscape of the world wide web, what does the term “local” mean for businesses?

Despite its global reach, social media platforms can offer important local geodata for marketers looking to convert online views into in-store transactions. After all, while the percentage of e-commerce sales out of total retail sales is steadily growing, 94% of all sales are still done in-store.

Geotargeted ads are one way of targeting a local demographic, and we have seen a rise in this tactic. In fact, “geotargeted ads sales expected to rise from $12.4 billion in 2016 to $32.4 billion in 2021, says local marketing analyst BIA Kelsey.” Facebook, Twitter, and Instagram are especially popular platforms to run geotargeted campaigns.

But to actually craft your marketing campaign before running the geotargeted ad takes a little bit of research. Find out how Scraawl can give insight into a targeted demographic, using social media to find patterns of interest and behavior.

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Golden Globes Fun, Tumblr Love, and Why Gifs are Great


“If a tree falls in a forest and no one is around to hear it, does it make a sound?”

If your event isn’t turned into a gif on Tumblr, did it even happen?!

These are the modern-day questions we have to ask ourselves as digital marketing evolves into content creation and curation. One of the oft-overlooked social media platforms in the content process is Tumblr, but with its highly visual layouts and passionate “fandoms,” it would be a mistake to think of it simply as the online diary of pre-teens.

Take the Golden Globes for example– let’s see how the award show fared on Tumblr.

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The Social Media Highs and Lows of #NewYear2017

Welcome back from the long holidays and happy new year! New Year’s Eve (NYE) is a truly global holiday, one that is celebrated across different creeds and nationalities. Chances are you, like millions of others, probably looked at social media during NYE. Perhaps you Instagrammed your night, took a snap of your outfit, or tweeted resolutions.

On the night of the big count-down, I ran a Scraawl report on the Twitter hashtag #NewYear2017, to capture social media history in its posterity and to see perhaps how the human race was celebrating.

What I found was indeed human: silly, serious, and a little messy. Here were the highs and lows of #NewYear2017:

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What Can Social Media Do for the Hospitality Industry?

hotel-image2Social media can be a helpful tool in responsive customer service and nowhere is customer service more important than in the hospitality industry.

It is now common for travelers to tweet at every leg of their journey, from the airplane to the hotel room. Each check-in is an opportunity for hospitality companies to engage with their customer and to optimize their stay.

We examine two hotel groups, W Hotels and Marriott Hotels, to see if they use Twitter to elevate their customer’s experience.

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