The Buzz – The Social Network

October 11, 2010

“The Social Network,” the movie dramatization of the founding of Facebook, came to U.S. theaters on Friday, October 1. The plot, which was adapted from Ben Mezrich’s nonfiction novel “The Accidental Billionaires” (2009), charted Facebook CEO Mark Zuckerberg’s rise to become the world’s youngest self-made billionaire.

Not only because Zuckerberg opposed the making of the film, but also because Facebook is the largest online community worldwide with over 500,000,000 members, the movie was awaited eagerly by loads of people. A 7-day monitoring was conducted from the day preceding the launch of the movie to see what people think about it.

Volume of social media mentions regarding the "Facebook movie"

Already one day prior to the launch of the movie, we collected many discussions, comments and sharing expectations (4,562 conversations on September 30). On Friday, October 1, we measured a peak with 31,061 comments and ongoing discussions about the so-called “Facebook movie”. From September 30 to October 6, we totally collected 123,901 results.

Geographical distribution of social media mentions

Not only reactions in US

As the movie was only released in the US and Canada, we captured most results of social media channels from both countries (90,6%). However, many people worldwide attended its release through these conversations or movie platforms on the internet (users apparently told each other about websites where they could watch the movie). Accordingly, there were about 5% of the non-US results collected from the Middle East region.

Sentiment towards “The Social Network”

Sentiment of social media mentions

Most of the people that watched the movie really liked it, some were even really impressed and already discussed its chances on an Academy award. Comments given often focused on their new gained opinion about the person of Zuckerberg or that they wouldn’t have expected the movie that good. Few were (positively) surprised because they assumed the movie to be more like a documentary; few because they haven’t expected the story about the early days of Facebook wouldn’t have been that exciting.

The 45% large neutral part of the comments consists of shared links about reviews on the movie, links about movie sites that provide “The Social Network” as an online stream or any other related discussion like the one about Justin Timberlake’s look with glasses in the film.

Only 5% of the results we captured were negative. People simply said they couldn’t understand the hype because the film wasn’t that good or said the book the film is based on was much better.

Intensive usage of Facebook to speak about Facebook movie

Which channels were used to express one's opinion

The highest buzz was generated from Microblogs like Twitter or Google Buzz. However, these short statements carried only most of the neutral results. Most of the opinion sharing was collected from social network platforms – like Facebook itself. “Others” ranked third with 8% of comments, which were mainly made up of discussions mentioned below film reviews.

>>> Click here to download the Buzz Report Dashboard (pdf) <<<

Dennis Frieß & Yannick Dischinger
Social Media Analysts @ SocialEyez

The Buzz – Terry Jones and his “Burn A Koran Day”

September 14, 2010

A priest from a church based in Florida, USA, claimed that the church and its parishioners would defy international condemnation and burn copies of the Holy Koran, marking the anniversary of the tragic September 11. The church pastor and organizer of “Burn A Koran Day”, Terry Jones, said that he understood the public concern after the news had been released on Twitter. Also, he stated that this would send a clear message to the radical element of Islam – “We will no longer be controlled and dominated by fear and threat.”

The simple tweet that sent an alarm all across social media would not have received that reaction if it had not been for the heated debate all across the US over a proposal to build a mosque and Islamic cultural centre near Ground Zero, the site of September 11 attacks in New York. Local as well as international news agencies covered diligently “Burn a Koran Day” to become a global issue. Both top US commander in Afghanistan, General David Petraeus and US secretary of state, Hillary Clinton, condemned the plans to burn Koran on that memorable date.

Volume of social media mentions regarding Terry Jones and the "Burn a Koran Day"

Within a 7-day period, September 6 – 12, SocialEyez detected 76,350 comments and conversations related to the issue. On September 9, two days prior to the scheduled bonfire of Koran, the buzz volume reached its peak with 24,858 results.

Worldwide reactions

Lion’s share of the results was generated by US citizens as the research clearly indicated that the “Burn A Koran Day”-issue was indeed a global subject for discussion. Meanwhile, over 1,000 discussions were identified to be originated from the Middle East and nearly the same volume was captured from Indonesia and Malaysia.

Geographical distribution of social media mentions

Sentiment of social media mentions

Sentiment of social media mentions

Approximately half of the total volume was opinions that were negative in nature as users were disgusted by the plans of Terry Jones and his congregation Dove World Outreach Center. Conversations moved on to the safety of the US army forces in places like Afghanistan as users claim that such an event would put the lives of many stationed in such sensitive regions in danger. Many posts suggested that the pastor and his congregation should spread messages of peace and respect towards other religions and their holy books.

An estimated 49% of the conversations were neutral. Users posted various news articles and shared the news across social media. Few users added short abstracts of these news articles to their private blogs and encouraged the public to share their opinions. Often, social media users referred to the First Amendment of the United States Constitution highlighting the freedom of speech.

The remaining 0.03% of the comments was identified as positive opinions towards burning of the Koran. Some users said that it had to take place to save the freedom of speech in the US and others shared the same sentiment of Pastor Terry Jones towards Islam.

Which channels were used to express one's opinion

How people speak up

Within the total volume of 76,350 results, microblogs generated the highest level of buzz online. Twitter was the main social media platform used to share opinions and views on the subject. Twitter was followed by online discussions that took place on news websites and other social networks like Facebook.

>>> Click here to download the Buzz Report Dashboard (pdf) <<<

Dennis Frieß & Yannick Dischinger
Social Media Analysts @ SocialEyez

Social Eyez sponsoring The Customer Show

August 29, 2010

Social Eyez is sponsoring The Customer Show Middle East & North Africa, which takes place in Dubai on November 22nd to 25th.

We are very focused on helping to empower organisations in the Middle East to gain insights from and participate in customer conversations online and so this should be the show for us. Improving and extending customer engagement has become a top priorty for many CMOs in the region and online platforms are playing a growing role. As more customers become empowered by onine media, so more brands are going to need the right tools to manage online customer engagement.

Alongside the event, SocialEyez will be holding a workshop about how social media platforms are monitored and how companies can utilise this service to enhance their customer service and brand image.

Put the dates in your diary now. Check out The Customer Show website too.

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)

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