onlinemedia reporting; More and more, marketers are using social media fluctuations to understand the buzz around big events. Take the 69th
Golden Globe Awards on Sunday, which generated significant social
activity, and, with the help of special analysis, revealed exactly what
draws viewers to such shows.
What caused the biggest commotion? More than any other subject, 62%
of the social conversation centered around award winners, according to
social analytics software firm Networked Insights.
By contrast, 48% of the conversation was about the red carpet; 12%
dealt with upsets, i.e. unexpected award winners; and 9% focused on
the show’s acerbic host Ricky Gervais.
Gervais’ monologue got good reviews, but nearly 32% of the
conversation about the British comedian criticized his low joke count
and scarcity on stage. In other words, viewers wanted more Gervais,
according to Networked Insights.
Among those brands best represented on the red carpet on Sunday,
Prada commanded 42% of the conservation, followed by Dior with a 22%
share and Gucci’s 15% piece of the pie.
As for celebrity guests, Madonna stole the show with a 10.5% share of
the social conversation; trailed by Meryl Streep and George Clooney,
each with about 5% share of the buzz.
According to Twitter, the broader conversation around this year’s
Golden Globes peaked at 6,162 tweets per second -- a respectable
showing, but hardly the most popular event in the history of social
media measurement.
Earlier this month, Denver Broncos quarterback Tim Tebow generated
9,420 tweets per-second with his game-winning touchdown pass against the
Pittsburgh Steelers. Late last year, meanwhile, a TV airing of the
anime sensation Castle in the Sky generated a record 11,349 tweets per
second.
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