Last night while watching the 51st Grammy Awards,  it was mentioned that viewers could follow the show live on Twitter or discuss live on Facebook. The ceremony performed well in terms of traditional viewers up to a 7.6 in 18-49s. (Source: Nielsen Overnights)

It would also be interesting to see how many viewers followed the show live on Twitter and/or Facebook. Twitter search shows that the ceremony created quite a buzz.

So, what is the importance of this? Social media has found a way to blend itself into the traditional media landscape. At one time it seemed they were mere enemies, now, it seems more like emerging relationship.  This is a trend that will stick, as many brands use social media as a medium to advance their Consumer Relationships.

What do you think? Just a trend, or could the relationship between social and traditional media be one that will stand the test of time? Let us know.