The biggest social TV busts from the past week: Scream Queens finale dips

• Former Daily Show host Jon Stewart appeared for the first time as a guest on the show last Monday. His appearance generated 39,000 tweets, which was a big increase in Daily Show-related tweets. Normally, the show earns about 20k tweets in a week. Stewart's appearance last week generated nearly 10x a normal episode's tweets.
• Norman Reedus, star of AMC's The Walking Dead, was bitten by a fan at Walker Stalker Con in New Jersey last weekend. Security quickly intervened and Reedus handled the situation with his typical nonchalance and humor. But the incident resulted in nearly 10,000 tweets - about half of them zombie jokes - when news of the bite broke.
• The Golden Globes announced the newest round of award nominees last week. During the announcement, their Twitter account confused America Ferrera and Gina Rodriguez, leading to a number of tweets and articles criticizing them for what some called a racist mistake. The HFPA apologized and the actors seemed to take it in good humor, however. The incident generated 4,500 tweets.
• Willard Scott announced his retirement from the Today Show after 35 years on the air. This news came as a shock to Twitter, as most Twitter users either didn't know who Willard Scott was or didn't realize he was still on TV. News of his retirement generated nearly 4,000 tweets.
• FOX's new show Scream Queens finally revealed its killer in last week's winter finale. The finale generated more than 200,000 tweets, which is up from a typical mid-season episode average of 75k tweets.

The biggest bust...

• So, what was this week's biggest TV bust? Which story failed to live up to its hype? You might think it's news of Willard Scott's retirement, since it came in with the fewest tweets. But 4,000 tweets is way more than he normally gets. In fact, he averages just 7 mentions on a typical day. So 4,000 is a huge improvement for the venerable Mr. Scott and we wish him the best in his retirement.
• The Golden Globes Twitter snafu could have been a much bigger deal than it turned out to be. 4,500 tweets isn't insignificant, but there were far more tweets about the nominees themselves (including Gina Rodriguez). In fact, this year's nominations generated more than 338,000 tweets, up more than 65% from last year's nominations. So we won't call this one a bust either.
• Last week's biggest social TV bust was the Scream Queens finale. Back in September, the show's series premiere generated a ton of interest on Twitter. It got a million tweets on premiere day, as well as huge engagement in the weeks leading up to the premiere, making it the most tweeted about new show this fall. Expectations and interest were high when the show premiered, but that excitement has tapered off significantly on Twitter and in the ratings since. Based on early interest, we would have predicted far more tweets about the show's finale. So that makes it last week's biggest social TV bust.

Jenn Deering Davis is Editor-in-Chief of the San Francisco-based social analytics company Union Metrics. She has 15 years of industry and academic experience in organizational communications, social media and research, spending her career turning turning data into effective stories and helping stakeholders more easily understand new technologies. Union Metrics has been delivering social media answers to brands and marketers since the company launched TweetReach in 2009. Today, Union Metrics’ multi-channel social analytics are used by thousands of digital marketers at the world’s most innovative brands to optimize social media strategies and create impactful campaigns across Twitter, Instagram, Facebook and Tumblr. Visit Union Metrics at unionmetrics.com and @unionmetrics to learn more.

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