The power of social media: The Kony story


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We take a look at one of the most successful viral campaigns of all time and the impact that social media can have in supporting causes.

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The power of social media: The Kony story

  1. 1. KONY 2012 Case study Reporting period:05 March – 12 March 2012
  2. 2. FormalitiesOnly a sample of all the data posted was used to create this case study. We only looked at English comments, but from a worldwide audience. Our reason for this case study is to showcase the impact social media can have on any cause.
  3. 3. Timelines On March the 5th, a short film was uploaded by Invisible Children that aimed to make Joseph Kony famous. Not to celebrate him, but to raise support for his arrest and set a precedent for international justice. Only 10 days later: The video has been viewed 78,064,750 times It has received 1,329,136 likes and 95,612 dislikes The Facebook page has been liked 3,051,788 times. And 2,635,115 people are talking about it online.
  4. 4. Online buzz
  5. 5. The Numbers We tracked the story for 3 days onlyOver 150 000 comments were posted, mainly on social media 70% 15% 1.5% 0.7% The remaining 12.8%
  6. 6. The Reach More than 20 billion impressions were generated by the audience. Of course these were not unique impressions, as people were exposed to comments from various sources in this time period. 85.1% social media 3.5% website articles10.4% blogs 1% news sites
  7. 7. Hot topics Different hashtags were used to promote and track the campaign.
  8. 8. The Sentiment 79% of the comments were neutral (retweets, shares, news posts). 20% of the people showed their love for the campaign. 1% of the audience did not like the campaign or agree with the campaign. The aim was to go viral. The high amount of retweets and shares is an indication that this was achieved.
  9. 9. Positive Feedback
  10. 10. Negative Feedback
  11. 11. Attacks There are a few negative theories around the campaign that are circulating as well. These sort of rumors are damaging to the campaign’s reputation.
  12. 12. Attacks Some claim the NGO is purely running this campaign for financial gain.Others ask questions on the relevance of this campaign since there are facts that were not included in the video. Others linked the campaign and thenumbers to issues closer to home: abortion, crime, accidents, etc.
  13. 13. Impact The campaign gained thousands of Twitter followers over night. And the video becomes the most viral video in history.
  14. 14. So what?This campaign, and others just like it, are great because they gain the attention that they aim to acquire. However, the negative responses KONY 2012 is getting are hindering the success of the campaign.The aim of the campaign though, was to create awareness. Was this achieved? Definitely. Will it make a difference? We will only be able to tell over time.
  15. 15. More information We have all the data and analysis available that went into writing this case study. If you are interested in receiving this, please contact us on the details below. If you want to know what is being said online about your brand, then contact us on the details below and we will gladly set up a demo account for you. South Africa: United States: Tel: +27 11 021 8740 Tel: +00 (1) 704 450 2403 Email: Email: Web: