On Friday, April 4, 2014, more than 300 people attend Newhouse School’s annual fashion show at Syracuse
University. I worked as a photographer taking photos of the fashion show backstage.
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Each year the show picks a critical and trending topic that is being discussed in mass media. This year the theme
of the fashion show is "Fashion in Motion: Health, Sports, Fitness and Fashion”. I made the “Fitness Fashion from
1900s to 2000s” video to show audiences how fitness clothes looked in the past century to kick off the show.
Additionally, I used Hashtracking to follow #NHfashion2014, #Covermoment and #bombshelling from April 4, 2014
to April 18, 2014 and analyzed the results.
2014 newhouse fashion show social media analysis report
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Prepared by Mengyu Chen
April 18, 2014
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FASHION IN MOTION: HEALTH, SPORTS, FITNESS AND FASHION
2014
NEWHOUSE
FASHION SHOW
Social Media
Analysis Report
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REPORT SUMMARY
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Background
On Friday, April 4, 2014, more than 300 people attend Newhouse School’s annual fashion show at Syracuse
University. I worked as a photographer taking photos of the fashion show backstage (see Appendix).
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Each year the show picks a critical and trending topic that is being discussed in mass media. This year the theme
of the fashion show is "Fashion in Motion: Health, Sports, Fitness and Fashion”. I made the “Fitness Fashion from
1900s to 2000s” video to show audiences how fitness clothes looked in the past century to kick off the show.
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Additionally, I used Hashtracking to follow #NHfashion2014, #Covermoment and #bombshelling from April 4, 2014
to April 18, 2014 and analyzed the results.
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Social Media Objective
Everyone working for or attending the fashion show was encouraged to tweet or post content on social media
about the show. #NHfashion2014 is the hashtag we chose to increase awareness of the show. Since all models’
makeup is sponsored by Covergirl, our social media team also encouraged people using the Covergirl brand’s
hashtag #covermoment and #bombshelling to help promote the Covergirl brand.
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Example: #Covergirl sponsored makeup for the #NHfashion2014 show. Check out our #covermoment.
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FASHION IN MOTION: HEALTH, SPORTS, FITNESS AND FASHION
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Social Media Analysis Results Highlights
#NHfashion2014 ( Time period: April 4 to April 6 )
• 398 tweets used #NHfashion2014.
• The total possible number of times someone could have viewed these 398 tweets was 837,039.
#covermoment ( Time period: April 4 to April 18 )
• The peak use of #covermoment was Friday, 7pm, the same time the fashion show started.
• #NHfashion2014 is the other top hashtag.
• Four of the top five contributors were from Syracuse University.
#bombshelling ( Time period: April 4 to April 18 )
• #NHfashion2014 and #nhfashionshow were the other top hashtags.
• Two of the top three on the most popular list are from Syracuse University.
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FASHION IN MOTION: HEALTH, SPORTS, FITNESS AND FASHION
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ANALYSIS REPORT
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#NHFASHION2014
Overview
I used Hashtracking to track the #NHfashion2014 during the weekend of April 4 to April 6, which was when the
show happened. The number of tweets use #NHfashion2014 was 398, with 192 original tweets (48% of the total
tweets) and 190 retweets.
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The total possible number of times someone could have viewed these 398 tweets was 837,039.
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FASHION IN MOTION: HEALTH, SPORTS, FITNESS AND FASHION
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Peak Use
The peak use time of #NHfashion2014 was at 7:00 pm on the
day of the fashion show, the same time the fashion show
started. 342 tweets (86% of the total 398 tweets), which
contain #NHfashion2014, were being tweeted between 7pm
to 8pm.
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Other Hashtags
#Covermoment and #Bombshelling were two of the other top
hashtags among all 398 tweets using #NHfashion2014. 14% of
total 398 tweets used #covermoment. 15 tweets used
#covergirlmoment. If #covergirlmoment is a typo of
#covermoment, 17% of 398 tweets were related to Covergirl
brand. 12% of total tweets used #bombshelling.
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FASHION IN MOTION: HEALTH, SPORTS, FITNESS AND FASHION
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Media
Only 21% of the tweets using #NHfashion2014
contained media. Tweets with image links got twice the
engagement rate of those without (Cooper, 2013). Next
year, we should encourage people to tweet with images
or other media.
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Most Tweets
Most tweets list ranks contributors by the number of
times they tweeted with the hashtag during the time
period the tag was being tracked(hashtracking, 2014).
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Syracuse University Professor Tula Goenka and two other
Syracuse University students were the top three
contributors on the most tweets.
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FASHION IN MOTION: HEALTH, SPORTS, FITNESS AND FASHION
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#COVERMOMENT
Overview
In the graph, the blue line shows how many tweets
using #covermoment during the past two weeks
after the show happened, including the day of
show. The green line shows the time of the
deliveries.
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The blue line reached its peak on April 4, the day of
the fashion show.
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Peak Use
The peak #covermoment using time was Friday, 7pm, the same
time the fashion show started.
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Other Hashtags
Among all the 364 tweets using #Covermoment,
277 tweets contained other hashtags.
#nhfashion2014 was the other top hashtag.
#nhfashionshow and #nhfashionshow2014 were
among the list of the most-tweeted hashtags. This
means that in the past two weeks, at least 60 of
the 364 using #covermoment, 16.5% of total
tweets, were related to the Newhouse school
fashion show.
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Most Tweets
Among top five contributors on the list, four of them were from Syracuse University.
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Screenshot from #Covermoment hashtag tracking report
4/4/2014-4/18/2014
Source: hashtagtracking.com
Screenshot from #Covermoment hashtag tracking report 4/4/2014-4/18/2014
Source: hashtagtracking.com
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#BOMBSHELLING
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1585 tweets using #bombshelling in the past two
weeks. The blue line shows how many tweets
using #bombshelling during the past two weeks
after the show happened, including the day of
show. There was a huge increase on the day of
the fashion show.
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Other Hashtags
#NHfashion2014 and #nhfashionshow were the
top other hashtags during the past two weeks.
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Most Popular
The Most Popular HashTrack tells the most popular
tweeters associated with a Hashtag. The Most Popular list
calculates the top contributors in a hashtag as the sum of
two numbers: the total number of hashtagged messages
directed @ them (@mentions), and the total number of
Retweets (RTs) of their content (hashtagtracking, 2014).
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Two of the top three Twitter users who were on the most
popular list are from Syracuse University.
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Reference
Belle Beth Cooper. (2013, August 19). 10 Surprising New Twitter Stats to Help You Reach More Followers.
Retrieved from http://blog.bufferapp.com/10-new-twitter-stats-twitter-statistics-to-help-you-reach-your-
followers
https://www.hashtracking.com/
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APPENDIX !12
Photos of Backstage
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Cover Girl Photo Shoot
Besides encouraging models to do selfies and snapshot of the fashion show, I did the Cover Girl photo shoot after
the models get their hair and makeup done. The main goal of this is to act as an advertisement for Cover Girl and
our fashion show.