This document summarizes data about social media conversations around the 2012 South by Southwest Interactive (SXSWi) conference. It found over 1.26 million social media mentions of SXSW, with Twitter being the dominant platform used, accounting for 49.8% of tweets using the #SXSW hashtag. Buzz around SXSWi was much higher than SXSW music mentions, with the SXSWi crowd being more active and social on Twitter. Topics discussed included panels, Mashable, parties, and new apps. The overall sentiment on social media about SXSWi was overwhelmingly positive.

1. SXSW 2012 & Social Media
We searched social media for conversations around SXSW and found…
Big BUZZ Searches: SXSW, #SXSW
1.26 million Social Media Mentions
1.23m 175,024 26,600 3,993 3,960 3,590
Twitter Links News
Tweets Blogs Forums
Followers Shared Stories
49.8% of Tweets used #SXSW
{
#SXSW Buzz SXSW Buzz Buzz with hashtags is double buzz
up 1340% this week up 593% this week
up 3290% this month up 1160% this month without for the week and nearly triple for the month.
About ? SXSWi Crowd? in’ Abou
t?
he BUZZ ial is the i Buzz
What’s t How Soc Wha t’s SXSW
Parties, SXSWi or Music? SXSWi likes their Twitter Twitter, Panels, & Mashable
Searches: SXSW Parties, SXSWi,& SXSW Music Searches: SXSW & SXSWi Search: SXSWi
1663 25,518
55% t.co
# OF MENTIONS
# OF MENTIONS
21% rt
Twitter is the channel of choice for this
crowd. Highest activity— re-Tweets
0 0 and links shared on Twitter.
FEB 13 DATE MAR 12 FEB 13 DATE MAR 12
70% 9,877 SXSWi
SXSW mentions: 161,132 11% panel
The SxSWi crowd prefers content to
Holy Interactive Media, Batman!
9,862
cocktails nearly 3 to 1.
SXSWi mentions:
15% 2,163 SXSW Party 7% Mashable
Way to go, Mashable! Nice awareness
at SXSW 2012—6th highest trending
15% 2,083 SXSW Music topic with the SxSWi crowd.
The SXSWi Crowd is...
6% data
SXSWi Buzz 6.1% Total SXSW Audience
up 1020% this week More social than the SXSW
up 2920% this month 673%
music audience.
6% social
More active on Twitter than
743% the SXSW music audience.
5% house
Search: SXSW SXSWi And the Mashable House party
Music
trended well, too!
Mentions 11,000 85,100
Tweets 9,920 83,700 4% party
Blogs 929 1,230
News 83 80
Forums 31 39 SXSW Panel Buzz Report
up 1440% this week
up 2840% this month
t
d Likes I
he SXS Wi Crow
How t
Mood:
Overwhelmingly Sentiment Positive Negative
My favorite thing about SXSWi is watching
folks use their devices and asking them Good! 53
which apps I need to know about.
# OF MENTIONS
- hilobrow.com
So true! RT @MarketingProfs: What I Love
about #SXSWi: Everyone is here.
- EmbarkCreative
0
I have awesome #SXSWi panels to sit FEB 13 DATE MAR 12
through, amazing ppl to meet.
- scATX
© 2012 Lithium Technologies, Inc. Data based on 30-day searches ending 3/12/2012 using Lithium Social Media Monitoring.
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