Oscar night. Twitter night. 82,000 TPM's (that's 'Tweets per minute'). Oscars first ever online broadcast.

This was the first year the entire Oscar Awards show was broadcast online. 

Funny when I say that, because everyone goes, really? They expect it to have been done before which in turn shows that we need to remember just how new this digital age is.

The "Red Carpet" part of the show generated 2.1 million tweets with Jennifer Aniston's dress (in case you were wondering) the clear winner. Another 6.8 million tweets were generated during the show so an extraordinary amount of engagement on Twitter alone. It seems that viewers were more interested in the winners rather than the pre-fashion interview preview. Interesting.

The music numbers didn't disappoint with 'Skyfall' generating a lot of tweets according to Mashable. As they say, over 82,000 tpm's. TPM? Tweets per minute (I didn't know it either until tonight). Jennifer Lawrence's fall? 71,600 tpm. Anne Hathaway? 64,000 tpm.

That's per minute.......

Adele, who sings "Skyfall", is of course a big Social Media player anyway and maximises it. 

Of course Mo (that's Michelle Obama to you and me), announced the winner (as introduced by Jack Nicholson) of the Best Film (Argo) live from The White House and then tweeted this creating another Twitter stir; 

FLOTUS 

✔ @FLOTUS

It was a thrill to announce the #Oscars2013 best picture winner from the@WhiteHouse! Congratulations Argo! -mo

5:00 AM - 25 Feb 13

But generally this shows the interactivity between online and TV to full impact. It shows that online broadcasting is now a "standard" and that tweeting about content is pretty much old-fashioned, it is so popular and expected. The role of Social Media has now become as natural as email.

And big shows, like The Oscars, can really swing it into action.

Just a stunning night of glamour, celebrity and tweets. 

Clinton Speaks, the world tweets. 22,000 a minute beating Romneys paltry 14,000. But behind Michelle Obama. Social Media measurability!

We talk about the impact of Social Media on brands and customer engagement but just to show how measurable it is, I think you'll find this interesting...and thanks to Mashable for the analysis.

Bill Clinton, speaking at The Democratic National Convention last night, had the most tweets. He beat Mitt Romney tweets at The Republican Convention, last week.

But he didn't beat Michelle Obama.

Clinton spoke for 50 minutes and the number of relevant, related tweets was a staggering 22,087 a minute! Romney's last week was 14,289, so a little over half. Michelle Obama was 28,003 meaning Clinton wasn't a mile off.

But measurability of Social Media can go further. We know, for example, that Clinton's tweets peaked when he talked about jobs and Obamas job record - so suspect that will be included majorly in Obamas speech.

Next biggest topic was his appeal to vote; then his "we're all in this together" soundbite; next when he was talking about Mrs. Clinton; and lastly his "takes some brass" piece.

So the measurability of this will actually help formulate future speeches and issues. It's a real, relevant use of Social.

5.5 million tweets were sent during the night.

I'll show off a bit and tell you I've met Bill twice including a lunch and trust me, you've never met a more absorbing, charismatic guy. In particular, he knows how to read a room - he knows what needs to be said and how to say it.

The Republicans brought on Clint Eastwood who didn't do a good job and the Democrats used Bill. Bill won on tweets but more than that, he won on engagement.

We'll see what happens to Social Media after Obama does his bit.
But I guarantee you, they've taken notice of Clinton's twitter and they'll adjust Obama's speech.

My money is on the fact that he'll emphasise jobs and do it early.

Because you ignore Twitter in politics, at your peril.

And you ignore it as a Brand, and you're dead.