There's a distinct lack of buzz around this year's Academy Awards ceremony, no doubt due the controversy over the lack of any black nominees and subsequent boycott by some of Hollywood’s major starsOn the other hand, the controversy around #OscarsSoWhite might just make for good television, whether from host Chris Rock or from one of the winners. It’s a tradition that goes back many years, back to 1973, when Marlon Brando turned down the Oscar for the Godfather, sending Native American activist Sacheen Littlefeather up in his stead.Still, the night is a special moment on social media as it’s one of the few times the entire country is watching the same program in real time and that provides opportunities few other tentpole events can provide.The Revenant Rules Social MediaOne of the ways prognosticators try and predict Oscar winners is to look at social media, specifically how many followers a movie or an actor has and how much is being said about them.This year, “The Revenant” seems to be winning the social media race, with Variety reporting claims from Amobee that the movie has generated 26% more digital content engagement than “Spotlight,” it’s nearest competitor. The movie’s star, Leo DiCaprio is doing even better, with double the digital interactions of his nearest competitor, The Martian’s Matt Damon.It’s a curious outcome, given the very graphic nature of The Revenant along with a story line that’s less instantly relatable. That may be why Crimson Hexagon is reporting a different pattern: they found that since the nominations were announced on January 14th, the nominated movie with the most mentions has been “The Big Short.”We’ll find out for sure Sunday night, but the confusion is just one more reason the industry needs a universal standard of measurement for social media.On The Red CarpetOscar night is a big night for fashion brands, and most have their social media teams on alert, to tweet out pictures of celebs wearing the brand and then to monitor their mentions.This year, high end brands are getting in on the act too. Traditionally, high end luxury brands have been reluctant to participate in social media because it lacked the exclusivity they so desire. But that’s changing, and brands as luxe as Versace now have a significant social media presence. The Oscars more or less gives them free advertising, highlighting the actors who wear their gowns on the red carpet and beyond.Stuart Weitzman, another big fashion brand, is planning to make a splash with their shoppable Instagram page, while other brands, like St. John, Donna Morgan and Galia Lahav are planning to jump in on the action anyway, despite the fact that none of the nominees are expected to wear their clothes. That’s a smart move on their part, allowing them to participate as knowledgable observers, increasing their awareness while taking advantage of the buzz the show is generating among their target audience.Kohl’s Night OutKohl’s department store is the exclusive sponsor of this year’s telecast, with five spots and an in-store viewing party hosted by SNL’s Vanessa Bayer. Kohl’s takes over from fellow retailer J.C. Penney, that’s sponsored the ceremony for the past 14 years. Kohl’s will be focusing on their own private-label brands such as Jennifer Lopez and Simply Vera Wang along with a wellness campaign featuring Fitbit.Kohl’s will promote their online viewing party via their Pinterest, Twitter, Facebook, and Instagram pages. They’ll even be using Periscope to host second-screen content during the red carpet event and during commercial breaks, promoting those events— and the live viewing party— on their Twitter page.It’s a smart move for Kohl’s, especially if they can gain some awareness with shoppers outside their existing fan base. Here once again, tying yourself to a popular event and providing utility and fun via social media is a solid strategy.Tune In Next WeekWe’ll be looking at the effectiveness of all these efforts, plus taking a pulse of the overall feel of Oscar night from a social TV perspective, toting up the night’s winners and losers as Awards Season draws to a close.