LOS ANGELES: The Recording Academy is leveraging social media in the week leading up to the Grammy Awards on January 31, hosting social media-themed events and introducing a 72-hour online broadcast, Grammy Live.

While the Recording Academy initially launched Facebook, Twitter, and YouTube pages for the Grammys last year, this year is a "natural extension of where we started," said Evan Greene, CMO of the Recording Academy. This year's marketing theme is "We're all fans," and the social media ...