Social activity from BET’s ‘Hip Hop Awards’ [infographic]

By Natan Edelsburg 

Updated: Last night BET’s Hip Hop Awards took place, a major tent pole for the network, next to their annual BET Awards. The awards, hosted by Mike Epps saw a huge amount of social TV activity both during the linear broadcast, before and after. Social TV has flourished during major television awards shows and the spectacle that’s needed on the main screen is nothing if it doesn’t translate onto Facebook, Twitter, GetGlue and more. Trendrr shared the results from last night’s awards with Lost Remote.

Not surprisingly Rick Ross was the most talked about celebrity, who’s fame over the past year has grown tremendously on real life and on social. The awards premiere last night drew in 3.1 million viewers and it was the #1 Hip Hop Themed telecast on TV for the seventh straight year. Here are social TV highlights from Trendrr followed by an infographic.

  • The event sparked 2,607,321 total twitter posts throughout all of yesterday and 2,202,348 total twitter posts as it aired (** Last year the event sparked just over 1 Million twitter posts throughout the day).Sentiment trended 49% positively, 27% negatively, and 22% neutrally.
  • 54% of tweets were generated by men. 46% were generated by women.
  • A majority 70% of viewers chose to tweet about the ceremony from their mobile devices, while 30% did so from the web.
  • The top 5 markets stirring up tweets around the event were NYC, Atlanta, LA, Philly, and Chicago respectively.
BET Director of Social Media JP Lespinasse described the network’s social TV strategy to Lost Remote. For the pre-show they ” leaked sneak peeks from Cyphers (an anticipated element of the show); instituted #twowords a twitter game where users described the style of rapper in 2 words, provided exclusive red carpet outtakes from host Joe Budden; and launched an official Hip Hop Topic Page with Twitter,” Lespinasse described.
BET also continued to push on air hashtags during the show itself. They used “persistent hashtag on screen, used hashtags to tease upcoming elements of the show” and made sure that there was “live tweeting from host,” Lespinasse told Lost Remote. After the show they “pushed people to rate cyphers, encouraged dialogue with unique hashtag (#RIPChrisLighty) around a tribute to a hip hop icon with performances from  hip hop notables; created a UGC cypher on twitter where fans submitted 2 bars and curated best lines into a song (Storify),” he added.
“BET Network’s comprehensive social media strategy continues to result in added value to our audience’s co-viewing experience and the success of the celebrity-packed 2012 BET Hip Hop Awards” said Martez R. Moore, Executive Vice President of Digital Media Group, BET Networks “Our strategic approach with our original and exclusive content before, during and post the tent-pole event delivers high-levels of viewer engagement and strengthens our domination in the social media sphere.”