In some cases, awards shows simply drone on by, riding more on hype than actual effect when it comes to their presentation. However, that’s not the case for the Grammys, the yearly music awards show that continues to not only remain relevant after 57 years, but finds itself thriving in a whole new area – social media.

Fast Company posted a report that explains how the show continues to thrive year after year, with unique pushes in social media. “Every single year social media has changed and it’s up to us to set a new bar when it comes to social media and live events,” said Evan Greene, CMO for the Recording Academy. “We are at a point where text tweets aren’t enough to engage audiences anymore, there needs to be photos, GIFS, videos and more.”

The Grammys first got its start in the social media realm in 2008 and 2009, when it created specific Twitter, YouTube and Facebook accounts that stretched across every means of social network, including Instagram, Spotify and Vine. That move became even larger just a few years later, when, in 2012, the show managed to reach nearly 40 million viewers and 13 million social comments – unprecedented numbers for an awards show. It even managed to push past the Super Bowl’s big numbers.

“Twitter and Instagram are the two platforms that make the most sense when it comes to live and real-time engagement, so we will be providing even more media rich and behind-the-scenes content,” said Greene.

The team behind the channels unveiled a few strategies it has in mind, leading up to the latest Grammys telecast, which will take place on February 8th. They include the following…

Snapchat: For the first time, there will be a special Grammy “Story” in Snapchat on February 8th. This means that all Snapchat users will easily be able to see videos being shot at the event, complete with a custom location based graphic.

Tumblr: Mr. GIF will live-GIF the show’s telecast for the second year and create GIF portraits of the Grammy winners backstage.

Instagram: There will be a backstage photo studio for Instagram pictures.

Facebook: Questions and answers will be highlighted for several artist nominees, including Lecrae, Robert Glasper, SOJA and Brandy Clark.

Twitter: On the red carpet and backstage, Twitter will have its Twitter Mirror for artists to share pictures – at last year’s event, the Grammys became the first awards show to use the Twitter Mirror feature.

While YouTube won’t be live-broadcasting the event (thus creating less of a direct threat to the Grammys broadcast), it will have a music-focused set-up on its site for a day in March, to show its appreciation for the medium.

Indeed, the Grammys continue to rock on, and this year’s show should be no exception.