saidWot reports back on Black Tuesday

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On Black Tuesday our nation and citizens stood together offline as well as online to oppose the Secrecy Bill in South Africa.
Not only did people take to the streets, they also took to their social media profiles to voice their opinion and share their thoughts.
saidWot captured for 10 days what happened online and how people used their social media influence to get their opinion across.

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saidWot reports back on Black Tuesday

  1. 1. Black TuesdayA saidWot Case Study21 – 30 November 2011
  2. 2. How one bill can move a nation
  3. 3. Facts & Figures This Case Study is based on all comments received from the 21st of November until the 30th of November 2011. It is based on English comments from around the world and from all online media sources available. This case study was compiled to showcase the impact of the Digital Space. If you would like us to do this for your brand or for something you are passionate about, please contact us: www.saidwot.com | infosa@saidwot.com
  4. 4. How many people were talking? In just 10 days, over 18 000 people were talking about Black Tuesday online, reaching a total of 586 415 270 people.
  5. 5. What was said?
  6. 6. Where did the conversation take place? 16 920 comments posted on Social Media Platforms 622 articles posted on Websites and 224 articles on News Sites 66 Blog posts 10 discussions on ForumsAnd 9 Wiki articles
  7. 7. Where in the social media landscape? 0.59% 86.38% 0.21% 0.39% Keep in mind that most people have set their privacy settings on Facebook to ‘friends only’. These comments cannot be monitored or tracked.
  8. 8. Who was talking? @Abramjee was the top tweeter, both in tweets as well as reach. His 281 tweets were worth R 357 038.60.
  9. 9. Other top tweeters By number of tweets By number of followers
  10. 10. Influential individuals Celebrities, politicians, brands, and news sources got involved.
  11. 11. Citizens The majority of people that voiced their opinion have less than 100 followers.
  12. 12. The press On average, the top sites posted 20 Articles regarding Black Tuesday. Mail & Guardian tops the list with 51 articles in 10 days.
  13. 13. Who was listening?
  14. 14. How much was it worth? 586 415 270 people were exposed to comments and opinions about Black Tuesday In marketing terms, this translates to R117 283 054 worth of free advertising.
  15. 15. Geography Black Tuesday was discussed world wide, although the majority of the comments originated from South Arica.
  16. 16. Geography Most South Africans do not state their specific location within the country. The majority of those who do, were from Johannesburg.
  17. 17. Detractors Commentary was negative, although news articles provided mainly factual information
  18. 18. Censorship Brands shared their opinions in a creative manner, hereby generating attention for the cause.
  19. 19. Hashtags The hashtag #BlackTuesday was used 6655 times. The hashtag #POIB was used 5320 times. “Secrecy Bill” was mentioned 5142 times.
  20. 20. More information This case study highlights the trends as identified in the analysis of the data around Black Tuesday. If you would like us to share the remainder of the analysis, as well as the extensive tracking on this topic with you, please feel free to contact us. Additionally, for any demo accounts, queries or requests for information, please don’t hesitate to contact us on the below information. South Africa: United States: Tel: +27 11 021 8738 Tel: +00 (1) 704 450 2403 Email: infosa@saidwot.com Email: infous@saidwot.com Web: www.saidwot.com

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