Apparently quite a lot of you: among the 403,862 tweets about the red carpet, Anne Hathaway’s sartorial selection was deemed a loser. Who should care (besides Prada)? You.

With a total of 8.9 million tweets, and at 85,300 tweets per minute peak, the 2013 Oscars tells us quite a lot, if we’re willing to listen:

So, in reality, what does all this mean? It means that a small but vocal segment of the general public has given us a preferred way they prefer to be heard. It means there are many handy listening tools that can help brands pinpoint engaged activity in and around an event. And it means every activation starts a new data trail that tracks engagement, and helps aggregate Small Data into something actionable.

Tweet away! Brands are listening!