LAST week's Oscars was the first to truly embrace social media, and be embraced by its users.
The Academy's social media managers were busily tweeting and posting photos to Instragram throughout the awards show and its red carpet arrivals.
Their efforts were rewarded with the 2013 show seeing a 200% increased presence on social media platforms, reports Mashable.
The Oscars were mentioned 13 million times on social media on awards day, compared to just five million last year.
According to Mashable, this makes the Oscars the third-most social TV event of 2013, behind the Super Bowl (52 million mentions) and the Grammys (17 million).