Irri­tated movie buffs took to social media in droves last night to express their frus­tra­tion that their favorites failed to take home the cov­eted statue. But on a pos­i­tive note, the Acad­emy Awards were a more social event than ever before with more than 5.6 mil­lion social men­tions. In addi­tion, show host Ellen Degeneres’ star filled selfie broke retweet records.

Adobe Dig­i­tal Index has ana­lyzed 8.2 mil­lion social men­tions since the day of Acad­emy Award nom­i­na­tions. Leonardo DiCaprio (nom­i­nated for “Best Actor”) and Jen­nifer Lawrence (nom­i­nated for “Best Actress in a Sup­port­ing Role”), who were both heavy social buzz favorites going into the event, were less pop­u­lar on social by the end of the show, accord­ing to Adobe Dig­i­tal Index.

Adobe Mar­ket­ing Cloud, used in com­pil­ing this analy­sis, incor­po­rates sen­ti­ment analy­sis rank­ing social men­tions from 1 (neg­a­tive) to 10 (pos­i­tive), with 5 being neu­tral, in order to track the public’s feel­ings of their social mar­ket­ing efforts. Sen­ti­ment of Oscar-related tweets of DiCaprio dropped nearly 25% from the begin­ning of the show to the end. Lawrence saw a sim­i­lar drop after her loss.

Social Buzz Sentiment

Still, some Acad­emy picks aligned with prior social buzz for “Best Actor in a Sup­port­ing Role,” “Best Pic­ture,” and “Best Actress.” Jared Leto, “12 Years a Slave,” and Cate Blanchett were all lead­ing social buzz in their respec­tive cat­e­gories when the Oscars started on Sun­day. Leto, in fact, pro­duced the largest social buzz mar­gin of vic­tory, with 22x more social buzz than any other nominee.

Use Social Buzz To Your Advan­tage 
It’s not uncom­mon for the Acad­emy to devi­ate from pop­u­lar opin­ion, so last night’s neg­a­tive buzz is likely to fall on deaf ears. For mar­keters, how­ever, analy­sis of social men­tions and sen­ti­ment remains a valu­able tool. A recent analy­sis of Super Bowl adver­tis­ers, for exam­ple, showed the power of track­ing social media men­tions to under­stand mar­ket­ing audiences.

Indeed, events such as the Acad­emy Awards and Super Bowl bring large audi­ences together at a spe­cific time, caus­ing view­ers to mas­sively increase their use of mobile brows­ing and social media to con­tinue the pop-culture conversation.

Fol­low @AdobeIndex on Twit­ter for the lat­est dig­i­tal mar­ket­ing trends and insights.