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Stephen Colbert’s Canadian-bashing Olympic skits spurred a public feud with Shani Davis. The famous “He’s a jerk” statement from Davis came shortly after Colbert stepped in as the premier sponsor for the U.S. Olympic Speedskating Team as they were left with a $300,000 shortfall due to a sponsorship pullout. Alterian SM2 took the opportunity to monitor the conversations to find out who received more social media buzz – Stephen Colbert versus Shani Davis. In total Alterian collected 22,912 conversations from January 1, 2010 to March 1, 2010. Alterian utilized daily volume, sentiment, and total reach to help determine who won the feud on social media.