The premiere of The Social Network (the movie about Facebook and Mark Zuckerberg) is just around the corner. If you are like us, you’re dying to see the movie, but you’re just as excited to see how the social web is reacting to and commenting on it. Will the buzz turn into actual ticket sales or will early screenings doom the movie? Can social media monitoring predict the success or failure of The Social Network? Come and hang out with our social media monitoring expert, Jim Reynolds as he dives into the social data surrounding The Social Network. This presentation dives into with our social media monitoring tool: • Real time analysis of the online buzz • Expore viewers' opinions in different geographic locations, and across different social mediums • Assess sentiment towards the movie, Facebook, and Mark Zuckerberg

1. the social network
Social Media Analysis of the upcoming
movie about Facebook
Jim Reynolds
Jim.Reynolds@alterian.com
Twitter.com/jimmyrey

2. the social network
Search Setup
Setup in Alterian SM2
• Date Range 7/1/2010 – Current
• All Countries and Languages
• Category All Terms – The Social Network
• Keywords
• The Social Network
• Facebook movie
• Official fanpage of movie

3. the social network
Trends Analysis – Daily Volume
Analysis
• Major trend spikes
focused on Trailer
releases
• Trent Reznor (Nine
Inch Nails) buzz was
pretty large
• True movie buzz starts
first week of
September around
advanced screenings of
movie

4. the social network
Trends Analysis – Daily Volume
Analysis – UPDATED 9/30
• Upward trend in
volume of mentions
continues with pre-
release press
• Major spike on 9/30
attributed partially to
Justin Timberlake’s rap-
off on Late Night with
Jimmy Fallon

5. the social network
Share of Voice – Media Types totals
Analysis
• 59% of the conversation
happened on Microblogs
(Twitter and clones,) and
was primarily focused on
sharing content around
the movie
• Social Networks
(Facebook, MySpace and
others) were the third
largest host of
conversations
• Media Types – Other
represents the
mainstream and social
bookmarking

6. the social network
Share of Voice – Media Types totals
Analysis – UPDATED 9/30
• Volume of Social
Network mentions
increasing faster
than mentions in
Media Types - Other
• Twitter still
continues to be the
dominant medium of
conversation

7. the social network
Share of Voice – Media Types trends
Analysis
• Content is created
then propelled by the
Microblog (Twitter)
audience
• Social Networks
appear to follow the
same patterns
• Mainstream (Media
Types – Other)
appears to trail
content on social
networks/microblogs
by 2 days

8. the social network
Share of Voice – Media Types trends
Analysis – UPDATED 9/30
• Twitter conversations
increasing very
quickly as release
date approaches
• Conversations on
Social Networks spike
around pre – release
of film

9. the social network
Theme Graph – Topic Cloud Twitter Only
Analysis
• Major Twitter topics
are Facebook,
Network, Trailer and
Movie
• Many conversations
about Trent
Reznor/Score of
Movie
• Limited chatter
about actors

10. the social network
Theme Graph – Topic Cloud Facebook Only
Analysis
• Similar to Twitter
trends with top
topics
• Secondary topics
are much more
conversational than
Twitter (movie, see,
want, good)
• Very limited
actor/director
conversations

11. the social network
Demographics
Analysis
• High level of
influencers
discussing film
(Popularity rating of
7-10)
• 65/35% Male –
Female gender
• Majority of audience
discussing film are
under 35*
*Alterian has identified less that 1% of audience

12. the social network
Demographics
Analysis UPDATED 9/30
• Influencer patterns
mostly unchanged
• Gender patterns
mostly unchanged
• Increase in
mentions from
people over 50 &
those between 18-
24
*Alterian has identified less that 1% of audience

13. the social network
Map Overlay
Analysis (World)
• US has the largest volume of social media
posts overall
• 34% of the conversations occur outside of
the US
• Spain has edged out the UK as the #1
country of chatter in the rest of the world
Analysis (US)
• California leads the US volume of
conversation
• Top ten states (CA, NY, WA, TX, FL, IL,
MA, IN, NJ, GA) represent 75% of the
conversation
• Wyoming is on the bottom with 11 posts
about film

14. the social network
Map Overlay
Analysis (World) – UPDATED 9/30
• US volume has dropped by 1% to 33%
• UK & Canada have pulled ahead of Spain
as the 2nd & 3rd largest hosts of conversation
about The Social Network
Analysis (US)
• No major changes in US mentions

15. the social network
Sentiment Analysis – Brand References
Analysis
• Majority of chatter
around film is
positive
• Major negative
spikes occurred
during trailer
releases
• Spike in positive
trend around
release of EP and
advanced screening
of film

16. the social network
Sentiment Analysis – Brand References
Analysis UPDATED 9/30
• Positive chatter
around film has
increased overall
• Major negative spike
was focused on
comparison to
Godfather / Citizen
Kane

17. the social network
Sentiment Analysis – Brand References (Twitter Only)
Analysis
• Nearly a 50/50 split
between positive
and negative posts
around the film on
Twitter
• Many negative posts
are focused on
comparison with
Godfather, Citizen
Kane
• Many positive posts
Sample Negative Post Sample Positive Post are from people
who saw advanced
screenings of film
who loved it

18. the social network
Sentiment Analysis – Brand References (Facebook Only)
Analysis
• Nearly a 50/50
split between
positive and
negative posts
around the film on
Facebook, very
similar to Twitter
• More direct
hate/love of
Facebook vs. sly,
sarcastic stabs on
Sample Negative Post Sample Positive Post Twitter

19. the social network
Conclusions
• In my personal opinion, the early buzz, trailers and soundtrack make me want to see the
movie.
• In social media, there appears to be two factions that are split on the movie: folks who have
a similar view point to mine and those who think the movie will be absolutely terrible.
• Looking at the recent buzz around early screenings, it appears that the movie will do very
well at the box office.