Few places in broadcasting are more likely to exhibit an awkward relationship with social media than award shows. They have all tried various gimmicks, and those trotted out Sunday night by the Emmys fell flat. There was reason to have hoped for better this time. Hosting was Jimmy Fallon, an avid Twitter user with nearly 2.8 million followers and whose “Late Night” show has successfully embraced social media. Award shows, too, have become thoroughly aware of the importance of social media. Ratings for award shows in the past year — the Oscars, the Grammys, the Golden Globes — have been up, and some have attributed the boost in viewership to the Internet. Many viewers follow the chatter online while watching the broadcast. But while the initial reviews for the 62nd annual Emmy Awards have been mostly positive, the low point, some say, was the clunky insertion of Twitter to the NBC broadcast. Fallon gathered submissions from Twitter for introductions to Emmy presenters like Stephen Colbert and Jon Hamm.(abcNews)