Once again in 2011, The Recording Academy selected AEG Digital Media to power the 52rd installment of the Annual GRAMMY Awards. Key among the innovations was The Hawk, AEG’s social media aggregation tool, which sent event engagement skyward, by turning event spectators into participants.

The event generated 360,766 tweets during the 56-hour event, according to the academy. Over 22,200 were approved manually using The Hawk, while another 800+ were automatically greenlit. The Hawk aggregated tweets from the official GRAMMY blog team, celebrity/artist tweeters and fans all over the world.

Click here to learn more about social media integration with The Hawk.