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INTRODUCTIONThe Edelman Digital Social Intelligence Command Center,in partnership with MATTER and HootSuite, createdSocial Matters - A series of data visualizations highlightsocial conversations around special events.• The 2012 Ryder Cup took place at the Medinah Country Club in Medinah IL, from September 25th to 30th• The analysis focuses on trends emerging from the social conversation and who/what was driving the Ryder Cup discussion for the 3 days of competition

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DAY 0NE• Social conversations on the first day revolved around the commanding lead taken by Team USA• Ryder Cup conversations were amplified by athletes that were tuning in from around the world including well known tennis, soccer and basketball stars• Anticipation for the tournament to start was typified in the hashtags that began to emerge #RyderCup, #GoEurope, #GoUSA, #13thMan

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Professional athletes and fansaround the world are showing theirpassion for the Ryder Cup onTwitter by rooting for their teams @ianjamespoulter 6,196 Mentionsusing the following hashtags: @mcilroyrory 6,099 Mentions• #GoUSA @graeme_mcdowell 5,526 Mentions• #USA• #GoEurope @keegan_bradley 4,331 Mentions• #ComeOnEurope While players are on the greens, the fans are @bubbawatson 4,024 Mentions online talking nonstop about this 85-year-old international competitition. TEAM USA TEAM EUROPE 1,787 2,497 2,438 5 3 @carowozniacki @spursofficial @ianjamespoulter 426 Retweets 210 Retweets 120 Retweets 124,299 57,249 28,024 @rydercupteamusa 120 Retweets @rydercup 113 Retweets @stillblazingtho 110 Retweets

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DAY TWO• Team USA builds a commanding lead on the course and off, through social conversations• Emergence of the “Second Screen” – Ryder Cup related comments were posted from all over the world. Many at home and on the course were using mobile devices and tablets to communicate• The most tweeted moments are on the green. Mentions of “putting” and “hole” were most prevalent

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• Sports Icons• Former Presidents @ianjamespoulter 4,842 Mentions• The Second Screen @bubbawatson 4,312 MentionsAppearances by Michael Jordan and @keegan_bradley 2,890 MentionsPresident George W. Bush drove fansocial conversations during @mcilroyrory 1,573 MentionsSaturdays Ryder Cup TV coverage.Fans are embracing the "SecondScreen" to communicate their While players are on the greens, the fans are While players are on the greens, the fans are @tigerwoods 1,385 Mentionssupport. online talking nonstop about this 85-year-old online talking nonstop about this 85-year-old international competitition. transatlantic competitition. 1,597 1,818 Tweets 2,210 Tweets 10 6 @rydercupteamusa @rydercupteameur @espn 383 Retweets 368 Retweets 342 Retweets 68,957 34,311 14,752 @sportscenter 310 Retweets @ianjamespoulter 156 Retweets @rafaelnadal 147 Retweets

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DAY THREE• Social Conversations mimicked the play on the course with #GoEurope emerging as a top hashtag and mentions of @RyderCupTeamEUR outpacing @RyderCupTeamUSA• Conversation topics included Europes epic comeback from the brink of losing the Ryder Cup to the United States’s after the first two days of play• What happens on the course stays on social • The World’s Number 1 ranked golfer, Rory McIlory was the hot topic at Medinah with respect to his late arrival • German golfer, Marin Kaymer clinched the Ryder Cup win and caused a spike in social conversation as a result

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• #GoEuropeEurope triumphs from a commandingU.S. lead to win the Ryder Cup. @ianjamespoulter 70,424 Mentions @mcilroyrory 27,497 Mentions• Where’s Rory McIlroy?The world’s Number 1 ranked golfer @bubbawatson 18,526 Mentionsapparently confused the Eastern andCentral time zones and nearly missed @graeme_mcdowell 12,467 Mentionshis tee time, social mentions of RoryMcIlroy increased by nearly 362% While players are on the greens, the fans are @lukedonald 10,556 Mentionsfrom Saturday to Sunday. online talking nonstop about this 85-year-old international competitition. 4,933 8,128 17,412 13.5 14.5 @bubbawatson @queen_uk (1) @queen_uk (2) 3,727 Retweets 2,188 Retweets 815 Retweets 628,948 214,506 132,642 @rydercupteameur 735 Retweets @rydercup 550 Retweets @antanddec 547 Retweets

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SUMMARYSocial Matters On ESPN >

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CONTACT INFORMATION: David Armano Kate Zimmer Managing Director, VP, Digital Strategy Digital, Chicago Kate.Zimmer@Edelman.com Edelman Digital Edelman Digital Aniz Ruda GL Hendricks SAS, Digital Analytics Senior Vice President Edelman Digital MATTER