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The 2012 Emmys flopped on the social media front in comparison to this year’s other prominent awards shows. While the Grammys, Video Music Awards and the BET Awards set new records across Twitter, Facebook and assorted TV companion apps like GetGlue, the Grammys registered a stultifying 1.56 million interactions throughout the day,

This year’s Grammy Awards generated roughly seven times more social interaction than last year’s show, according to Trendrr. The Emmys? About one and a half times as much.

Yahoo’s multimedia blogging platform Tumblr is already co-operating with Viacom to offer advertising opportunities around top Viacom TV programming, such as the MTV Movie Awards. It also recently commissioned research into its social TV engagement, positioning it as a direct competitor to Twitter.

The Voice USA runs its social TV engagement across multiple other social networks and mobile apps, including Google+, Keek, Pinterest, Snapchat, Tumblr and YouTube, plus Facebook’s Instagram and Twitter’s Vine.

Twitter, Facebook, WeChat and Sony have all launched rival World Cup social TV services.