What Fox's American Idol may have lacked in audience numbers this past season, it more than made up for in tweets. Citing figures from social analytics firm Bluefin Labs, AdWeek reported today (Friday) that the past season of Idol generated 5,956,134 social comments, setting a Twitter record. By contrast, No. 2 on the list, NBC's The Voice , generated 2,698,460 social comments. Underlining Idol 's ability to set the social media on fire, AdWeek noted that during the performance finale on Wednesday Idol registered 594,469 social mentions per hour. Don Wilcox, Fox's head of branded entertainment, told the trade publication, "Last year we really just dipped our toe in social TV, but this year was our first really big push."