LOS ANGELES — How would you react if singer Taylor Swift followed you on Twitter, considering she follows only 121 accounts compared to the more than 38 million ones following her? When Swift pushed the follow button on @TheGRAMMYs several months ago, the person behind that Twitter handle had quite the reaction.
"Any other social-media manager would totally understand that I geeked out about that because that would be the ultimate for us: to have our artists follow us, as well," Lindsay Gabler, the Grammys' sole social-media person, told Mashable.
See also: How to Watch the Grammys Pre-Telecast and Post-Show Online
As the senior marketing manager of social media for the Recording Academy, Gabler is tasked with getting music lovers excited 365 days a year, not just on Sunday when CBS broadcasts the Grammys at 8 p.m. ET. And come show day, she's more than ready.
"I was an athlete growing up, so it's definitely like going into the big game — butterflies, adrenaline, " she said. "From 9 a.m. until about 1 a.m. I am completely on and in full mode, live-tweeting and making sure all of the content is being pushed out.
"It's actually really interesting because since we do have the pre-telecast, there are some artists that find out they've won from our Twitter account or from Grammy Live."
See also: Grammys 2014: Jay Z Leads With 9 Nominations as Rap Dominates
Grammy Live is the show's second-screen experience, which will feature backstage action, reports and commentary. After the Grammys ceremony, Mashable's Brian Anthony Hernandez will join the post-show as a special correspondent. Grammy Live begins at 9 a.m. PT at Grammy.com, CBS.com and on the Grammy Live mobile apps for iOS and Android.
FYI. I'm on at 8:45 PT. RT @thegrammys: Our 2nd-screen experience #GRAMMYLive begins NOW! http://t.co/AYmkQRgw9U pic.twitter.com/uoSs53zZRP
— Brian A. Hernandez (@BAHjournalist) January 26, 2014
"So most of our followers and most of the people that tune into the show only know about the 12 awards that are given out on air," Gabler said. "We're more than just the 3-hour telecast. There's so many other amazing and rich musicians that are part of the community."
On Sunday, Gabler will work from about 9 a.m. to 1 a.m. PT, with some data assistance from analytics agency Allied Integrated.
"A huge part of what we do is making sure that we're tracking the conversation, so we can be fluid and adjust to what people are talking about, what's trending, what kind of content we should be putting out," she said. "It's definitely a challenge."
Watch the above video to see Gabler compare her role as Grammys social-media manager to a sports commentator.
Nerves are starting to set in for tomorrow, game day! #GRAMMYs
— Lindsay Gabler (@lndsygblr) January 25, 2014
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