The race was tight for many of the categories at the Golden Globes last night, with massive talent competing for the coveted awards. If you watched it, you know things like who won for best screenplay (Birdman), best actress in a dramatic movie role (Julianne Moore), and best drama (Boyhood). You probably even have your own opinions about who won best and worst dressed on the red carpet! But do you know who won the social media aspect of the show? Were you even aware of this epic battle, being fought behind the scenes?
Taking an aggressive stance was Facebook, which established a major presence at the ceremony, setting up “The Facebook Lounge”, where stars could record videos of themselves answering questions from fans. Facebook-owned Instagram was backstage too, with fashion photographer Ellen Von Unwerth snapping photos of the winners as they walked off stage, to upload onto the Golden Globes’ Instagram account. Why so fierce, Facebook? The social media behemoth seems to be playing catch up, employing the strategy that Twitter has already pursued pretty effectively for years.
Did you think it was a coincidence last year when Ellen DeGeneres tweeted her Oscar selfie? Not on your life. Twitter made the savvy move of partnering with both Samsung and the Academy of Motion Picture Arts and Sciences, which made that “selfie seen ‘round the world” happen. Back to the 2015 Golden Globes: did Facebook beat Twitter at its own game? Maybe so, and if not, there’s always the Oscars.
Perhaps the biggest get for Facebook, though, was the chance to promote its enhanced video capabilities.
By encouraging stars to use the platform to post more than photos, the platform showed regular people how to do it, too. Maybe even more importantly, Facebook showed itself as a contender in the category of “awards show companion to advertisers”. Live Facebooking isn’t as convenient as live tweeting, but the company’s working on it, so stay tuned as they continue to storm awards shows in a push to woo Hollywood.
What do you think about all of this? Have you checked out the Golden Globes Facebook page? Did you enjoy all the celeb videos, or do you prefer staying up to date via Twitter? Who do you see as the social media winner last night?