The Buzz – The Gaza Freedom Flotilla

August 4, 2010

The Gaza Freedom Flotilla consisted of six ships carrying humanitarian aid, medical supplies and construction materials, setting out to break Israel’s sea blockade of the Gaza Strip. Organised by the Free Gaza Movement and the Turkish Foundation for Human Rights and Freedoms and Humanitarian Relief (IHH), the flotilla set sail on May 30th, 2010 and its ships were boarded and seized by Israel Defense Forces on May 31st.

Volume of social media mentions regarding the Gaza Freedom Flotilla

The seizure of the Gaza flotilla prompted global shock, concern and condemnation from the general public, governments and political figures. Over a 10 day period (28th May – 6th Jun), the Gaza Freedom Flotilla generated 95,101 social media mentions, demonstrating the strong public reaction to the incident. On 31st May – the day of the boarding and seizure of the ships – over 32,404 comments were recorded, with the outpour continuing for the following two days with an additional 43,000+ comments.

Middle East online reaction
In the Middle East region, a total of 9,941 social media mentions were recorded, with Egypt alone generating over 7,545 comments (2nd highest number of comments after the US).  The GCC region followed with over 1,350 comments and Levant with close to 1,000 comments. Comments were posted by people of all age groups, although 43% were in the 18-24 years age group and a further 21% between 25-34 age group.

Sentiment of social media mentions regarding the Gaza Freedom Flotilla incident

Over a third of the total social media mentions were negative (36%), reflecting the extent of the outrage over the incident. 18% of all comments online were in the mid-popularity range, and 13% in the high-popularity range, meaning that the initial comments evoked a high number of followers adding their own views on the topic.

Click here to download The Buzz Report (PDF)

The Buzz – Apple IPad

May 24, 2010

One of the most anticipated product launches of the year, the Apple iPad was introduced to the public on April 3rd, 2010. In true Apple style, the iPad created big buzz with consumers worldwide.

Geographical distribution of social media mentions

Over an 18 day period (28th March – 15th April), we monitored a social media buzz totalling 80,968 conversations, with an average of 3,680 conversations per day; peaking at 15,072 a few day prior to launch.

In the Middle East region, a total 1,148 conversations were recorded, with Egypt, the UAE, Morocco, Saudi Arabia, Oman and Tunisia, generating 88% of total Middle East chatter. Almost all conversations were in English, spread across a wide range of age groups (18-49 yrs old), demonstrating the universal appeal of the brand. However, this seemed to be a guys thing with males accounting for 76% of the conversation and females just 24%.

26% of the social media mentions for the Apple iPad launch were positive, which is reflective of a deeply entrenched brand evoking a strong, favourable reaction from its audiences.

Click here to download The Buzz report (PDF)