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Thoughts on social media analytics from the makers of TweetReach

Archive for February, 2012

A night at the Oscars: What did Twitter think about the 2012 Academy Awards?

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The 84th annual Academy Awards were held this weekend. As we’ve seen in years past, Twitter has a lot to say about the Academy Award winners, losers (non-winning nominees?), and the show in general.

This year, we tracked tweets about the Oscars – more than 2 million of them - throughout the show’s broadcast on Sunday, February 26, 2012, and collected them in our Academy Awards Twitter Explorer. Click around the explorer to see when tweets were posted about nominees in six of the main categories, including Best Picture, Best Actor and Best Actress. Or, read on for our take on what Twitter thought of the 2012 Academy Awards.

Twitter’s top ten favorite Oscar 2012 moments were, in order:

  1. Cirque du Soleil performance. The audience seemed entranced by the acrobatic dancers, and so did Twitter.
  2. Octavia Spencer wins Best Supporting Actress for her role in The Help. She even got a standing ovation!
  3. Hugo wins for Best Visual Effects. And a bunch of other awards too, but this category generated the most tweets.
  4. Meryl Streep wins Best Actress for The Iron Lady. This is a bit of surprise, as many expected Viola Davis to win this category. Regardless, Meryl is lovely and thanks her hairdresser.
  5. The Artist wins Best Picture. No surprise whatsoever here. And everyone loves Uggie the dog.
  6. Zach Galifianakis and Will Ferrell present Best Original Song award to Bret McKenzie for The Muppets. Bret’s work in Flight of the Conchords makes him popular on Twitter. Not to mention, Zach and Will are pretty funny guys.
  7. Christopher Plummer wins Best Supporting Actor. At 82, he’s only two years younger than the Oscars themselves.
  8. Jennifer Lopez and her possible wardrobe malfunction. Was that a shadow or something else? Twitter seems to think it was not a shadow.
  9. Jean Dujardin wins Best Actor for The Artist. Another unsurprising win. Jean seems tickled to have won, and thanks the audience in French during his speech.
  10. Angelina Jolie presents Best Adapted Screenplay to The Descendants. Angie’s provocative pose and its subsequent imitation by Jim Rash (another Twitter favorite because of his role on Community) got a big laugh.

During the three-hour awards show, we tracked 2.05 million tweets about the Oscars, with the biggest spike at 18,718 tweets in one minute (during the Cirque du Soleil performance). These numbers are up quite a bit from last year, when the 2011 Oscars garnered 1.27 million tweets and a maximum spike of 11,780 tweets per minute.

The nominees with the most Twitter mentions during the show were:

  1. Meryl Streep – 74,793 tweets
  2. Octavia Spencer – 59,957
  3. Christopher Plummer – 41,107
  4. Jean Dujardin – 23,614
  5. Rooney Mara – 23,233
  6. Brad Pitt – 18,702
  7. Viola Davis – 17,651
  8. Woody Allen – 14,280
  9. George Clooney – 13,252
  10. Martin Scorsese – 11,328

The top three films nominated for Best Picture, by tweet volume:

  1. Hugo – 110,179 tweets
  2. The Artist – 78,509
  3. The Help – 23,585

For more information about our interactive explorer, read this blog post about how and what we tracked.

Written by Jenn D

February 26th, 2012 at 9:09 pm

Posted in Events,Trends

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What did Twitter say about the 2012 Academy Awards? Here’s a sneak peek!

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Want to know what Twitter talked about during this year’s Academy Awards broadcast? We’ve been tracking Oscars tweets live and have prepared a cool visualization of those tweets so you can see – as it happened – which Oscar-nominated movies, actors and directors Twitter is talking about throughout the show! Click here or on the image below to see the tweets. Read on for more about how and what we’re tracking.

We tracked all tweets about the 84th Academy Awards during the awards show broadcast from 8:30 p.m. EST through 11:30 p.m. EST on Sunday, February 26, 2012. This includes uses of the #Oscars hashtag, @TheAcademy Twitter account, and any general mentions of the Oscars or Academy Awards.

You can drill into tweets about nominees for the following six Oscar categories:

  • Best Picture
  • Best Actor in a Leading Role
  • Best Actress in a Leading Role
  • Best Actor in a Supporting Role
  • Best Actress in a Supporting Role
  • Best Director

The large, colorful stream graph shows how many tweets are posted about each nominee every minute, grouped by award category. You can use the navigation bar at the top to change from one category to another. And you can scroll across the graph to see minute-by-minute details for that category. The smaller gray graph at the bottom shows overall Oscars-related tweet volume.

After the show, we posted our full analysis of Oscar night’s most buzzed-about people and events.

Written by Jenn D

February 26th, 2012 at 7:53 pm

Posted in Events,Trends

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Take a tour of the TweetReach Tracker

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Ever wondered what kinds of Twitter analytics you get with TweetReach Pro? The cornerstone of a TweetReach Pro account is the Tracker, our real-time measurement tool that provides comprehensive tracking, analysis, and archival of all tweets about your topic – whether it’s an event, campaign, brand, client, hashtag, Twitter handle, or anything else you can think of.

Here’s a brief overview of the Tracker and some of its features.

Each Tracker can monitor unlimited tweets for unlimited time about any topic. You can include up to 15 distinct search terms in your Tracker to be sure you’re finding all tweets about your topic. In addition to overall summary metrics like reach, exposure, tweet volume and number of unique contributors, each Tracker provides detailed information about tweets and retweets, hashtags, URLs, contributor participation and influence, and much more.

Trackers are available with a TweetReach Pro account.

Written by Jenn D

February 20th, 2012 at 3:23 pm

Posted in Guides

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Which artists generated the most Twitter buzz at the 2012 Grammy Awards?

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The 54th Annual Grammy Awards were held in Los Angeles last weekend on Sunday, February 12, 2012. More than 39 million viewers tuned in to watch their favorite bands, musicians and artists come together for a few hours during what many refer to as “music’s biggest night.”

During the broadcast on Sunday, the official #GRAMMYs hashtag was tweeted 2.1 million times by more than 700K people, generating a unique reach of nearly 60 million. At its peak, use of the #GRAMMYs hashtag spiked up to 18,000 tweets per minute.

Twitter buzzed about…

Check out this stream graph of tweets about the most popular artists (click through for the interactive version). Each colored layer represents tweets about one artist. The spikes on the graph illustrate tweet volume throughout the show.

The most-talked about artists during the 2012 Grammy Awards were:

  1. Adele: 340K tweets
  2. Chris Brown: 152K tweets
  3. Nicki Minaj: 85K tweets
  4. Rihanna: 81K tweets
  5. Taylor Swift: 68K tweets
  6. Whitney Houston: 66K tweets
  7. Bruno Mars: 60K tweets
  8. Foo Fighters: 52K tweets
  9. Lady Gaga: 43K tweets
  10. Katy Perry: 41K tweets

Whitney Houston passed away suddenly on Saturday, which had a big impact on this year’s Grammys. The show’s touching tribute to the singer generated a lot of buzz on Twitter as fans and friends remembered Whitney and her music; there were more than 66,000 tweets about Whitney during the show.

Adele was the night’s big winner, taking home all six of the Grammys for which she was nominated. She also garned the most Twitter attention of any artist; Adele was mentioned in 340K tweets last night! Many felt that Adele’s performance was the show’s best, especially since it was her first major appearance since she had vocal cord surgery last November. In particular, many Twitterers mentioned how strong her voice sounded, and how they preferred Adele’s simple vocal performance to some of the night’s other, more choreographed numbers.

Chris Brown ignited a great deal of controversy at this year’s awards, appearing at the Grammys for the first time since he was arrested for abusing his then-girlfriend Rihanna in 2009. The more than 150K tweets about his two Grammy performances last night ranged from disbelief and anger at his inclusion to support from his fans.

Nicki Minaj generated an entirely different kind of controversy with her red carpet entrance and subsequent performance of her new song, “Roman Holiday.” Viewer opinions varied, with some finding it interesting, bold or weird, while others (like the Catholic Church) found it offensive.

What did you think of the 2012 Grammy Awards? What was your favorite performance?

Interested in stream graphs? Give this paper by Byron and Wattenberg a read. 

Written by Jenn D

February 14th, 2012 at 3:32 pm

Posted in Events,Trends

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Appozite, the company behind TweetReach, is now called Union Metrics

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The company that makes TweetReach is called Appozite. But let’s face it, Appozite is hard to say and doesn’t make a lot of sense. Today, we’re happy to tell you that we’ve changed our company name to Union Metrics.

How does this affect TweetReach customers?

Hardly at all, actually.

  • Most importantly, there will be no impact to TweetReach itself. TweetReach is still called TweetReach and won’t be changing in any way.
  • You’ll start to see Union Metrics show up on your credit card and PayPal statements instead of Appozite.
  • You’ll begin to see emails from us that come from unionmetrics.com instead of appozite.com.

And that’s pretty much it. If you’re interested to know more about the change, read on!

Why the change?

Since the beginning, we’ve wanted to build products that enable businesses of all sizes to measure their use of and impact on social media. As Union Metrics, we’ll be broadening our focus to deliver simple but sophisticated social metrics to help you measure and improve your social media campaigns. We’re very excited about this new name and everything it represents about both our growth as a business last year and what we expect for the future.

Is Union Metrics a new company?

We’re not a new or different company; we’ve just renamed ourselves. We’re still the same company we’ve always been, but with a new, better name and a prettier logo. You’ll still be dealing with the same people if you call or email us, and we still provide the same TweetReach tools you’ve come to love (we hope!). We have not sold the company or merged with anyone else.

What does the new name mean?

There’s a branch of math called set theory that’s all about dealing with groups of unique items called sets. It turns out lots of things can be treated as sets, like, for example, all the people that follow you on Twitter. One of the nifty things you can do with several sets is union them together into one big set that contains every single unique item from all the others. A little esoteric? Maybe. But it turns out it’s a great way to understand how a big audience is created from a lot of little audiences, and it’s how we measure reach. Plus, it’s easy to say, easy to spell, and looks nice on a banner.

Want to learn more about Union Metrics?

Please visit our new company website at UnionMetrics.com. You can also find Union Metrics on Facebook and on Twitter at @unionmetrics.

And please let us know if you have questions! Email us at support [at] unionmetrics [dot] com.

Written by Jenn D

February 3rd, 2012 at 1:50 pm

Posted in News

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Snowmobiles, snowboards and skis: A recap of tweets about Winter X Games 2012

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Last weekend, we worked with ESPN to track tweets about the 2012 Winter X Games in Aspen, Colorado, held January 26 through January 29, 2012. It was a big event, accumulating 171,373 tweets over the four days of competition!

During last summer’s X Games, we tracked 188K tweets from 97K contributors, for an overall reach of 37.7 million. This year’s Winter X Games generated 171K tweets from 100K contributors and an overall reach of 37.9 million. Two days into these games, here were the stats:

Sadly, freeskier and X Games gold medalist Sarah Burke died a week before the games. ESPN aired a tribute for Sarah on Thursday night and the #CelebrateSarah hashtag was used in more than 3,500 tweets during the games.

Sunday, January 29, was a big day for the games, featuring the final competitions for two fan favorites – the Snowmobile Best Trick and Men’s Snowboard Superpipe. Athletes like Heath Frisby, Shaun White, and Justin Hoyer generated a lot of Twitter buzz, and Heath’s first-ever snowmobile front flip resulted in the highest tweet spike of the entire games (1,634 tweets per minute).

By the end of the Winter X Games, the most retweeted tweet was from @espn and referred to snowboarder Shaun White’s perfect score in the Snowboard Superpipe Final. It got 1,428 retweets and generated 3.3 million impressions.

It was a great four days! We’re already looking forward to next year.

Written by Jenn D

February 1st, 2012 at 3:25 pm

Posted in Events,Trends

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