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An inside look at how CBS is using social for the Tonys

The 67th Annual Tony Awards are underway with veteran host Neil Patrick Harris. Social is of course a quintessential part of the television awards show experience. Only a few years ago was social first being implemented into the production and marketing. Tonight’s Tonys are no exception. Here’s how CBS is using social for tonight’s big event that is currently underway.

CBS explained that:

This year, fans can be part of all the excitement leading up to the Tony Awards by following our social reporter, NCIS:Los Angeles’s Barrett Foa. Barrett will be at the rehearsals Thursday and Friday, going backstage to interview this year’s performers and nominees, and hitting the red carpet to bring fans VIP access to Sunday’s telecast. He’ll be tweeting throughout and pushing out videos and photos on CBS.com. Fans can follow Barrett’s Tony’s experience on CBS.com or on Twitter.

The network also explained how the strategy will be different than last year:

This is the first year we’ll have a social reporter bringing fans behind-the-scenes access for the Tonys. We’ve had social reporters for past GRAMMY Awards and ACM Awards with great success. It’s a great way for us to cross-promote our events to CBS’ audiences and the fans love the opportunity to get snapshots of all that goes into these shows and, of course, more access to their favorite stars.

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