Archive for the ‘Samples’ Category

Shark Week Puts Up Impressive Numbers Despite Backlash

Shark WeekAnother Shark Week has come and gone.

Everyone’s favourite week of television devoted to the worlds most cunning killing machine has just finished running for it’s 27th time. Yes, Shark Week has been an annual event on Discovery Channel since 1988 making it the longest running cable television programming event in history.

With such a long running history that pulls in millions of viewers a year, we were curious just how popular the event was on social media. To find out, we did a little digging on the social media numbers behind Shark Week by looking up mentions of it using MAP, our social media monitoring and analytics software.

We looked for mentions of #sharkweek OR “shark week” OR #sharkweek14 OR #sharkweek2014 and found 2,138 blog posts, 3,296 online news articles, 692 forum postings and 1,647,658 tweets between August 10-17.

Sysomos MAP - Activity Summary

During the same time period we found 85,772 posts on Tumblr of all sorts that also made mention of Shark Week.

Sysomos MAP - Tumblr Activity Summary

And on Facebook, we were able to find over 17,000 public status updates that were talking about Shark Week.

Sysomos MAP - Facebook Activity

These are pretty impressive numbers. But as we did a little more digging, we found that people didn’t seem to be as in to Shark Week as you might have thought. When we looked at how some of those numbers above played out over time in our popularity chart we found that Shark Week was a big deal when the week kicked off, but then tailed off as the week went on. Sunday August 10th was the first night of Shark Week and was the day that saw the most people talking about it. As the week progressed though people were talking less and less about Shark Week.

Sysomos MAP - Popularity Chart

Another disturbing thing that we found while looking at the numbers around Shark Week was that people seemed to be complaining about it. When we looked at the sentiment around the entire week of shark related programming we actually found that only 11% of the conversations about Shark Week came through as positive. At the same time, a whopping 40% of Shark Week conversations had a negative connotation.

Sysomos MAP - Sentiment Summary

Some of this negative talk may have been due to some of the programming that has come into play over the years during Shark Week is fictional stories about sharks, while it was traditionally a week about learning real facts about sharks. This year Shark Week kicked off with a special called Submarine Shark. The story was based off the tales of a giant shark in South Africa that was actually made up by reporters in the area to see if they could fool readers. The tale grew into an urban legend with people claiming to catch a glimpse of the shark, but no evidence ever surfacing. People felt duped because they thought they were watching a documentary about a real shark and took to social media to complain about it. However, Discovery Channel never claimed that any of it was real and the the Shark Week Twitter account even asked it’s followers if they believe that the shark exists.

Despite people’s feelings about getting tricked or knowing that some of the programming was fictional, there’s no doubt that the talk in social media definitely put up some good numbers and did its job of raising awareness for a week of “killer” programming.

Collective Mourning and Robin Williams

Robin WilliamsWe’ve talked numerous times on this blog about how social media can bring the world together over a single event.

Whether it was a finale of a much loved TV show, a sporting event, or, the unfortunate death of a beloved public figure, there seems to be a want for people to connect (if it’s just by sharing the experience or actually talking about it) over these events.

The latest event like this that we’ve witnessed was with the sad news of Robin Williams passing on Monday night.

Within minutes of the news becoming public social networks were flooded with mentions and talk of the actor. There are few people in the world who could say that they didn’t enjoy at least one Robin Williams film, whether it was a children’s favourite like Aladdin, something that made everyone laugh like Good Morning Vietnam or even a dramatic portrayal such as Williams in Good Will Hunting. The man had entertained the entire world at some point or another and we all knew that and it brought us together over his passing.

But an interesting article in the New York Times on Tuesday asked the question of why we collectively mourn through social media? While there was no definitive answer to the question because it could be many reasons; from showing respect to just feeling the need to express yourself about something or someone that moved you, but part of the answer may be so people can say, I was there, I was part of that… (sorry to call it this, but for lack of a better word) event.

And many many people were part of this event.

A simple search on MAP, our social media monitoring and analytics platform, for mentions of Robin Williams or the most used hashtag around the talk of #RIPRobinWilliams shows just how many peoples’ lives he touched, when many had never actually met the man.

At the time of writing this (on Wednesday afternoon) there have been millions of mentions across social channels. We were able to find mentions in 29,914 blog posts, 66,700 online news articles, 14,548 forum postings and 7,199,489 tweets all since Monday night when the news broke.

Sysomos MAP - Activity Summary

In addition to those channels, we also found 14,151 videos that have mentioned the actor in their title or descriptions since Monday night.

Sysomos MAP - Video Activity Summary

On Tumblr, the number of mentions in the same time frame showed 3,240,930 postings of various sorts.

Sysomos MAP - Tumblr Activity Grid

And the #RIPRobinWilliams hashtag has even been used 383,690 on Instagram.

Sysomos MAP - Instagram Activity Summary

None of these are insignificant numbers.

After seeing these numbers it’s hard to call this anything but an event that brought the world together in a collective manner. But why?

We don’t have the answer and you may not either, but we want to know your opinion in the comments. Is the death of world renown person an “event”. Has it always been? Or has social media changed our idea of what an event is or can be?

Let us know below and let’s start a conversation about this.

Fans Get Funny In Extra Extra Innings

Extra InningsI grew up on baseball thanks to my dad and grandfather. I love the sport, but I’ll also be one of the first people to admit that the game can sometimes be a little slow (especially compared to some other fast paced sports like hockey and basketball).

A regular baseball game takes 9 innings to play. On average, that will take about 3 hours to play. So imagine how fans felt when TWO baseball games over the past weekend went to 19 innings (which take a very long time to play).

On Saturday night the Boston Red Sox were in Anaheim to face off against the  Los Angles Angels. This game was tied 4-4 going into the 19th inning when the game finally ended thanks to a walk-off homerun from the Angels’ Albert Pujols. Being a night game, this specific game went until after 1am in the morning on the West Coast. That means if you’re a Boston die-hard fan, you had to stay up until 4am local Boston time to see your team lose.

Towards the end of the game, some fans started to get a little bored and maybe a little loopy, and even the reporters there to cover the game had hoped for an ending to come. Alden Gonzalez, beat reporter covering the Angels came up with this great tweet:

But if that wasn’t enough for baseball fans, the very next day the Toronto Blue Jays faced off against the Detroit Tigers in an afternoon game that also went to 19 innings to finish. This game as well took over 6 1/2 hours to play, so many fans were late for dinner despite having showed up at the ballpark just after lunch (for a 1:07pm start).

Taking a note from Gonzalez, baseball fans started to make jokes about how long this game was taking. What made this game different was that one of the people who started the trend of jokes on Twitter about the game used the hashtag #BeforeThisGameEnds. The hashtag quickly caught on and was actually trending on Twitter… probably sometime around the 14th inning.

Using MAP, our social media monitoring and analytics software, I did a quick search and found that the #BeforeTheGameEnds hashtag was actually used 1,875 times on Sunday alone to make some jokes about things that might happen before the Jays vs Tigers game finally ends.

Sysomos MAP - Twitter Activity Summary

I also took a look at some of the most retweeted tweet that came from this funny hashtag and thought I’d share some of the better ones. Some of the jokes on the #BeforeTheGameEnds hashtag focused around baseball jokes that most fans would laugh at; such as:

Some of the jokes that were being slung made reference to other big sporting news:

Some of the tweets on the hashtag were just trying to be funny without any of the sports references; such as:

And, as is usual for Toronto fans, we started to make jokes about ourselves (and our sports teams in general) with tweets like:

Which is a reference to Toronto still being one of the few teams left to still use Astroturf on our baseball field.

Which references just some of the star Blue Jays that happen to be injured and not playing currently.


And, of course, no round of jokes about Toronto would be complete without someone getting a Rob Ford joke in:

So, while a 19 inning baseball game may take a long time to play and may not have a ton of action, it’s nice to know that social media can give fans watching a way to connect and have a good time with one another.

Weird Al Knows How To Stay Relevant In The Digital Age

weird-al-mandatory-funIn a world where everyone is competing for attention via whatever screen happens to be in front of your eyes at the time, it may not always be that easy to get people to pay attention. Add to that, being a musical genius, but to a relatively niche audience, that’s been in the game for over 30 years. How do you get people to pay attention?

Well, if you’re Weird Al Yankovic, you go on a musical marathon across the web.

Last Tuesday, Weird Al, the king of the parody song, released his latest album entitled Mandatory Fun. But rather than let the record companies release one song as a single and handle the promotion, Al took matters into his own hands to make sure that his new songs spread across people’s computer screens.

Weird Al did a promo for his latest album by releasing a music video a day for songs from the album that was aptly called #8videos8days. Every day for 8 days a new Weird Al music video appeared online, but always in a different place, which really added to the genius of this promotion.

Weird Al is no stranger to stirring up attention when he has a new album release. Dating all the back to 1984, Weird Al would go on TV stations that played music videos (back then being MTV and Much Music in North America) and take them over for a few hours at a time with what he called Al TV.

But today, there’s no real music channels left on TV as people have switched their focus to watching more and more things online. Especially music videos. So, in true fashion of understanding his audience and today’s youth, Al took things online as well.

Weird Al teamed up with some of the most trafficked websites that show videos, with a focus on sites that show humour videos, and released a video a day across these networks. Some of the websites that Al enlisted for help include popular humour video sites like Funny Or Die and College Humour, but also video networks with a bit more of a spread than just funny videos like Yahoo! Screen,  Nerdist and even the Wall Street Journal.

By doing this, not only did Weird Al get to promote himself across a wide variety of channels that could offer him different kinds of exposure, but each website where he released his videos promoted Al as well by being able to say “this video is exclusive to our site.”

Then, to tie all of the sites and work together, Weird Al promoted the whole thing with the hashtag #8videos8days so that those that were interested just needed to search for that hashtag to find where the video of the day was being posted.

The whole thing was rather genius.

So, how did the whole thing work out? We took to MAP, our social media monitoring and analytics software, to quickly check.

A search for mentions of Weird Al or his Twitter handle @alyankovic over the 8 days of his promo (July 14-21) show that he was mentioned in over 287,000 social conversations. We found Weird Al being talked about in 3,301 blog posts, 3,513 online news articles, 26,621 forum postings and 254,008 tweets.

Sysomos MAP - Activity Summary

Now, these aren’t the same numbers as you’d see when Beyonce releases an album, but they’re still quite impressive for an artist who falls into a very niche category.

The idea was to get people interested in Weird Al again, and it seemed to work. On top of all those mentions he received over those 8 days, it was also impressive to see the interest rise around the world. Below is a geo-location heat map that shows where tweets about Weird Al were coming from, and they were coming from everywhere.

Sysomos MAP - Geo-Location Heat Map of Tweets

Weird Al has always seemed to be a master of promoting himself and we think that he’s brought that mastery into the digital age for his latest album.

What can you learn from him? Know where your audience spends their time online. Learn to diversify and don’t spend all your energy on one channel when you can cover many that actually make sense to target. And most importantly, do something interesting that will grab your audience’s attention.

What do you think? Let us know in the comments.

And, if you want to see all 8 of Weird Al’s new videos you can view them on his official webiste, but here’s our personal favourite in which he parodies Robin Thicke’s Blurred Lines to call out how people butcher the English language (which we run into a lot as we spend a great deal of time in social media and it drives some of us crazy):

Derek Jeter Eclipses The MLB All Star Game

RE2PECTOn Tuesday night Major League Baseball’s best of the best gathered in Minnesota for the annual All Star Game. This event is a highlight for all baseball fans every year as they get to watch all of their favourite players play together for one night only.

This year though had a bit of an extra special element to it. This year was Derek Jeter’s last time to appear in the All Star Game as the very well known and soon-to-be hall-of-famer will be retiring from the game at the end of this season. And while the game itself was a great one to watch, Jeter’s last appearance seemed to be the focus of everyone watching.

Using MAP, our social media monitoring and analytics software, we were interested in looking into how the All Star Game resonated in social media. When we looked up direct mentions of the All Star Game or their official hashtag, #ASG we found nearly half a million mentions of the game on Tuesday. These mentions consisted of 677 blog posts, 544 online news articles, 2,166 forum postings and 495,468 tweets.

Sysomos MAP - Activity Summary

As we started to dig a bit deeper into the actual conversations happening in social media that contained mentions of the All Star Game, we started to see a trend. Looking at our buzzgraph of conversations across all channels, we found that Derek Jeter’s name seemed to have the strongest links to almost all points of conversations around the All Star Game.

Sysomos MAP - Buzzgraph

We then looked at some of the most retweeted tweets that came from conversations around the game. Of the top 5 most retweeted tweets about the All Star Game every single one made mention of Derek Jeter.

Sysomos MAP - Most Retweeted Tweets

The trend continued when we looked at the top hashtags also being used when people were tweeting about the All Star Game. Of the top 10 hashtags being used, 5 of them were in reference to Jeter; #Yankees (Jeter’s team for his 20 year career), #DerekJeter, #Jeter, #RE2PECT (which is from a Nike’s Jordan brand commercial paying homage to Jeter) and #FarewellCaptain (because Jeter is the Captain of the Yankees and arguably the whole MLB).

Sysomos MAP - Top Twitter Hashtags

Even on Instagram, Derek Jeter seemed to be the focal point of the All Star Game. A search for the #ASG hashtag being used on Instagram came up with 105,331 photos, and if you look at the sample of photos below you can see that most of them also seemed to focus on Jeter.

Sysomos MAP - Instagram Activity Summary

After seeing all of this, we decided to look into just how much talk on Tuesday actually focused on Derek Jeter. So, we plugged his name and all of the hashtags mentioned above (minus the #Yankees one) into MAP and found something incredibly interesting. Mentions of Jeter on Tuesday totalled over 690,000. 906 blog posts, 2,390 online news articles, 1,417 forum postings and 686,132 tweets all made mention of Jeter. Those numbers eclipse mentions of the actual All Star Game by almost 200,000.

Sysomos MAP - Activity Summary

Do you think that the MLB veteran deserved all this attention? Did he steal the thunder of the rest of the All Star Game and the other players involved? We want to know what you think in the comments.

And finally, just because we do love and respect the man, here’s the Nike Jordan’s RE2PECT commercial (which is also just a fantastic tribute to a legend). Enjoy.


Which Hashflags Waved Highest During The World Cup?

After a super exciting 32 days, the World Cup is finally over.

Not only was the game play throughout the tournament exciting, with 171 goals scored to tie for the most goals scored during a World Cup, but the social activity around the event was a whole event itself to try and keep up with.

One of the cool things that was abundant in the social media world during the World Cup was Twitter allowing users to display “hashflags” for the countries they were supporting. Launched just a days before the tournament started, Twitter allowed users to display country flags right in their tweets by simply typing in a # with the three-letter country code beside it.

List of all Hashflags from Bleacher Report

We thought that the hashflags were a genius way for both Twitter to get a little more involved in the World Cup (past the tremendous amounts of real-time talk during the matches) and for fans to show their support for the team they were cheering on. But how much were these hashflags used?

We took to MAP, our social media monitoring and analytics software, to find out just how many times each hashflag was raised. We plugged in the hashflag hashtags and searched over the 32 days of the World Cup to find out.

What we found was actually quite interesting. As it turns out, how a team actually performed during the World Cup didn’t always correlate to how often their hashflag was used.

While Germany took home the World Cup, their hashflag was actually beat out by Argentina’s who came in second in the tournament. This may not be so surprising after seeing our post last week that showed Germany wasn’t getting as much support in social media from their homeland as Argentina was going into the finals.

The United States also showed great pride for their team during the tournament with their hashflag being the fourth most used of the 32 teams, beating out the Netherlands who actually placed third in the tournament.

For the full counts of each hashflag, see the chart below:

Total Counts For Country Hashflags Over 32 Days of World Cup Play

We also put all of the hashflag count numbers into a pie chart so that you could visually see the difference in the share of voice each country’s hashflag garnered throughout the World Cup.

Share of Voice for All World Cup Hashflags

We also thought it would be interesting to look at how each of the hashflags was used over time. It’s no surprise here to see that each country’s hashflag would spike in usage on days when they played a match. Below is a chart of all 32 team’s hashflag usage spread out over the 32 days of the world cup. Unfortunately, 32 teams in one chart makes it incredibly hard to read, so below that we’ve also broken down the charts to only include 8 teams, or 2 groups from the original group play round, at a time.

Popularity Chart of All World Cup Hashflags

Popularity of hashflags for Groups A & B

Sysomos MAP - Comparison Popularity Chart of Hashflags from Groups A & B

Popularity of hashflags for Groups C & D

Sysomos MAP - Comparison Popularity Chart of Hashflags from Groups C & D

Popularity of hashflags for Groups E & F

Sysomos MAP - Comparison Popularity Chart of Hashflags from Groups E & F

Popularity of hashflags for Groups G & H

Sysomos MAP - Comparison Popularity Chart of Hashflags from Groups G & H

Lastly, we hope that you were keeping an eye on our Sysomos #WorldCup Hashtag Tracker during the tournament. This dashboard was used to visually show where mentions of the official #WorldCup hashtag were coming from. In addition to showing where the hashtag was actually being used over the course of the tournament, we were also keeping a running tally of which countries were using the official hashtag the most. Now the the World Cup is over, we have the final tally and without further ado, here’s the top 10 countries that used the #WorldCup hashtag over 32 days of play:

Sysomos #WorldCup Hashtag Tracker - Top 10 Countries

We’re curious if any of these numbers above surprise you? Let us know your thoughts in the comments.

World Cup Finals: How Argentina and Germany Look in Social Media

World Cup 2014As of yesterday evening (in our local time zone) we now know that after 28 days of World Cup fever the entire world will be watching Argentina and Germany play in the finals.

This year’s World Cup has a been a very exciting one. Both in terms of the matches played and also the social media activity that has been going on during the tournament. This World Cup has seen a flurry of social media activity from fans cheering on their team to some incredible memes based on events during the tournament.

But what has the social activity around our two final teams looked like? That’s what we wanted to find out as we get set for the final match this weekend. So, we took to MAP, our social media monitoring and analytics software, to explore the mentions of Germany and Argentina.

The first thing we did for this quick analysis was to look at number of mentions of each team from the start of the World Cup (on June 12) up until yesterday. Here we found that Argentina has a greater share of voice across social media channels beating out Germany 61% to 39%. However, neither team seems to be lacking in mentions as Germany amassed 22,680,311 mentions in those 28 days, while Argentina saw 35,378,525 mentions.

Sysomos MAP - Share of Voice Comparison

Where all of those mentions were coming from is the interesting part though. When we broke down those mentions of each team by source, we found something very interesting. When both Germany and Argentina were being talked about in blogs and in online news articles, the two seemed quite even. In both blog posts and online news articles the split was 51% to 49% with Argentina getting just a few more mentions than Germany. Then, when we look at forum postings, we find that Germany mentions bested Argentina by almost 150,000 mentions. However, when it then came to Twitter (which is the leading social network for real-time World Cup chatter), Argentina saw almost 13 million more mentions than Germany did.

Sysomos MAP - Share of Voice Comparison by Source

The difference in Twitter mentions seems quite staggering at first, but then we found something interesting. We took a look at where mentions of each team were originating from across all channels.  When we looked at the mentions of Argentina we found that the country making the most noise was (not surprisingly) Argentina. Almost a quarter of all Argentina mentions came from their own country who has been showing their support throughout the World Cup.

Sysomos MAP - Breakdown of Mentions by Country

But then when we looked at where mentions of Germany were originating from, we found that most of them weren’t coming from Germany. In fact, Germany doesn’t seem to be that active in supporting their team… at least through social media. Germany actually came in 4th in terms of mention of their own country behind the USA, UK and Spain. That lack in social support from their own country can help explain the huge difference in mentions of each country.

Sysomos MAP - Breakdown of Mentions by Country

Some may argue though that it’s not the number of mentions that a team gets, but rather the intention behind those mentions. To understand the intentions behind those mentions we looked at the sentiment around each team. According to industry leading sentiment analysis engine Argentina has seen a 80% favourable rating during the World Cup. 22% of all mentions about Argentina have been positive, while 20% have been negative.

Sysomos MAP - Overall Sentiment

While Germany hasn’t seen as many social mentions during the World Cup as Argentina, they do have a much better favourable rating, coming in at 81%. While their favourable rating comes in just 1% higher than Argentina, the details show that they actually seem to have a larger percentage of their mentions being positive. Germany has seen 27% of all their mentions being positive and only 19% negative. So, just because they aren’t being talked about as much, it doesn’t necessarily mean they are worse off than their final rivals in any way.

Sysomos MAP - Overall Sentiment

One last interesting chart we want to share with you is our popularity chart, which shows the mentions of each team spread out over the time of the World Cup so far. We just found this one interesting because you can actually see what days each team played on just by looking at how their mentions spike on game days. Take a look:

Sysomos MAP - Popularity Comparison Chart

So who do you think is going to win the World Cup this year? Argentina or Germany? The team with the most social mentions or the team with the most positive sentiment? Let us know your thoughts in the comments.

And, for some more World Cup social media fun, be sure to check out our Sysomos #WorldCup Hashtag Tracker which is showing off where tweets containing the official #WorldCup hashtag are originating from in real-time.

LA Clippers See A Lot Of Social Chatter, But Not For The Playoffs

LA Clippers Players Wear Shirts Inside Out In Protest Of OwnerIt’s NBA playoffs time. So, seeing teams that are playing getting mentioned a lot throughout social media shouldn’t come as a shock to anyone.

However, there’s one team that’s been talked about over the past few days for a completely non-playoffs related reason; the LA Clippers.

On Saturday, the celebrity gossip site TMZ released an audio recording of what is believed to be LA Clippers’ owner Donald Sterling saying some very racially charged things to his now ex-girlfriend. The comments made on the recording have shocked the world and everyone has seemed to have a opinion about the matter. Even the players on the Clippers made a silent protest about their owner by wearing their warmup shirts inside-out before Sunday evening’s playoff game.

Using MAP, our social media monitoring and analytics software, we took a quick look at some of the talk surrounding the Clippers since the incident.

In the past week we found the Clippers mentioned in 1.6 million social conversations. They came up in 8,315 blog posts, 27,556 online news articles, 23,336 forum postings and 1,549,625 tweets.

Sysomos MAP - Activity Summary


These numbers shouldn’t really seem all that shocking for a team that is currently playing in the playoffs. However, when we plotted those mentions out over time in a popularity chart, we can actually see how mentions of the team spiked on Saturday the 26th, the day the audio recording came into the public light. Since then, the team name has stayed at a large volume. The mentions peak more on the 27th because the team actually played that day as well.

Sysomos MAP - Popularity Chart

The thought that all this talk about the team was more in relation to Sterling than the team’s playoff run was backed up when we looked at buzzgraph around the Clippers. In the buzzgraph we see that “playoff” is there, meaning it’s being mentioned a lot in conjunction with the Clippers, but the dark thick lines (which indicate words we see coming up together more often than the ones connected by the lighter dotted lines) shows that “Donald,” “Sterling” and “racist” seem to be at the core of the conversation around the team.

Sysomos MAP - Buzzgraph

Even more interesting, when we looked for mentions of Donald Sterling only since Friday we found that he is being mentioned more than his team that’s making a playoff run. Sterling’s name has appeared in 1.7 million social conversations (compared to the Clippers being in 1.6M in a full week).

Sysomos MAP - Activity Summary

Many people took to Twitter to voice their anger about the Clippers’ owner. Three of the most retweeted tweets we found that mention the Clippers since the recording came out are actually from Erving “Magic” Johnson, who was specifically called out in the remarks on the tape. In each of his tweets he speaks about how he is disgusted by the remarks and in two tweets he states that he will not attend another Clippers game as long as Sterling is around.

Sysomos MAP - Most Retweeted Tweets

For a period of time on Saturday, the day the recording was released, the hashtag #BoycottClippers was even trending on Twitter. On that day, the hashtag appeared in 17,115 tweets. Since then, the hashtag has lost steam, but not completely. Since Saturday morning the #BoycottClippers hashtag has been in over 25,000 tweets.

Sysomos MAP - Twitter Activity Summary

The hashtag even appeared in 2,199 Instagram photos since the incident started to accompany some… “interesting”… photos.

Sysomos MAP - Instagram Activity

#MyNYPD Doesn’t Go Quite As Planned

NYPDHashtag campaigns don’t always go as planned. We’ve seen it happen before. We’ll likely see it happen again.

One of the more memorable occasions of this happened a few years ago with McDonald’s. We won’t go into the details, but if you don’t remember it you can read about it here.

This week we saw it happen again with when the New York Police Department launched a social media campaign to try and connect with it’s community. On Tuesday, the NYPD asked people to post friendly pictures of themselves with officers around the city and to tag them with the hashtag #MyNYPD. However, what happened next was the exact opposite of what the NYPD was trying to achieve.

Instead of people posting friendly pictures of the cops in their neighbourhood, people started posting pictures that featured police brutality, mostly from during the Occupy Wall Street days. And, of course, when the internet got wind of this, the whole world started talking about the #MyNYPD hashtag.

We decided to take a look at how the hashtag traveled through social media using MAP, our social media monitoring and analytics software.

The NYPD launched their hashtag campaign on Tuesday (April 22nd). Over the course of two days we found that the hashtag got used or appeared in over 153,000 social media conversations. Between Tuesday and Wednesday we found the #MyNYPD hashtag in 456 blog posts, 1,513 online news articles, 225 forum postings and 150,922 tweets.

Sysomos MAP - Activity Summary

Since the hashtag was meant to be used to promote photos, we also checked for its use on Instagram. Here we found the #MyNYPD used to tag 1,182 photos.

Sysomos MAP - Instagram Activity

It’s also interesting to note how word of the hashtag spread through the different social channels. When the hashtag debuted, it was meant to be a Twitter thing. If we look at the popularity chart below we can see that it took off on Twitter on Tuesday and kept going (although slowing down just a bit) into Wednesday.

Sysomos MAP - Popularity Chart

However, when we take Twitter out of that chart so we can see the other channels we can see that both online news sites and blogs started to catch wind of the hashtag on Tuesday, but most of the coverage about it didn’t really come into play until Wednesday. This shows that Twitter is great for real-time as they happen things, while channels like blogs and online news can be a great way to recap what had already happened in real-time and in a longer format than 140 characters.

Sysomos MAP - Popularity Chart Without Twitter

While the idea behind the #MyNYPD social campaign was to connect with citizens in New York, once it caught on, it spread much further.  A look at this heat map of the United States shows that the greatest concentration of the hashtag’s use on Twitter was coming from New York, however, it was also being used across the country.

Sysomos MAP - Country Heat Map

However, the hashtag and news of its use didn’t just stop with the United States. A look at our geo location map of tweets shows that the hashtag spread and was then getting used or spoken about by people around the world.

Sysomos MAP - Twitter Geo Location Heat Map

While some people did start using the #MyNYPD hashtag in a malicious way, not everyone was posting brutality pictures of their own. A closer look at the tweets that contained the hashtag actually show that it was more likely that people were spreading what a few malicious people were tweeting. A look at the types of tweets we found that contained the hashtag shows that 75% of all the tweets over the two days were actually retweets. Only 23% of the tweets with #MyNYPD were original tweets.

Sysomos MAP - Tweet Type

The last thing we looked at was who were the people spreading the hashtag the most. Not super surprising was that the top two Twitter accounts that were using the #MyNYPD hashtag the most were accounts that seem to be very anti the NYPD in general. The top two accounts that tweeted the hashtag the most were an account called @CopWatch, who tweeted with #MyNYPD 255 times in the two days we examined and @OccupyWallStNYC.

Sysomos MAP - Top Twitter Sources

While the NYPD had nothing but good intentions when they came up with this campaign, once it got out to the public it was out of their hands. Just like everything else in social media.

So, should all companies and organizations be wary of starting hashtag campaigns? Could this happen to anyone? What do you think? Let us know in the comments.

Old Technology Meets Social Media on Record Store Day

record-store-dayRemember before there was streaming music there was MP3′s? Before that there was CD’s? And before that was tapes, and 8-tracks? And even before those was the original form of recorded music that came on vinyl records?

Well, tapes and 8-tracks will likely never make a come back, but vinyl records have never really disappeared. In fact, in order to celebrate the fact that they’ve never left, once a year stores and music labels alike celebrate the original form of recorded music on Record Store Day.

While Record Store Day was only started in 2007, it has quickly become a holiday that music lovers and those who believe in the true lo-fi sound have come to embrace as a favourite day of the year. Even music labels have gotten in on the action and they produce special edition and re-prints vinyl albums to be sold as a special on this day, which comes on the third Saturday of every April.

What’s really interesting about Record Store Day though is how people embrace this old technology, but use new technology to help spread the word about it. One of the ways people have been spreading the word of Record Store Day is through social media.

As a music lover, and owner of a few vinyls myself, I thought it would be interesting to use MAP, our social media monitoring and analytics software, to look at the social media chatter around Record Store Day this year, which just passed last weekend.

Looking for mentions of “Record Store Day” or their official hashtag of “#RSD14” on April 19, I found over 144,000 mentions through social channels. We found 661 blog posts, 738 online news articles, 807 forum postings and 141,878 tweets mentioning Record Store Day on it’s official day.

Sysomos MAP - Activity Summary

Over on Instagram, people were taking pictures of all their awesome finds and the festivities of Record Store Day as well. The official “#RSD14 was used here 15,357 times.

Sysomos MAP - Instagram Activity

Those numbers were just for Record Store Day alone. If I also look back to the week leading up to Record Store Day, the number of mentions increases by another 100,000 mentions as people prepped and promoted for it.

Sysomos MAP - Activity Summary

Sysomos MAP - Popularity Chart

What’s cool about Record Store Day is that even though it’s been around for only a few years, it’s managed to find a name for itself all around the world. A look at the country breakdown of where we saw mentions of Record Store Day coming from on the 19th show that people all over the world were talking about it. The USA seemed to have the greatest share of voice about it, owning 52.3% of the conversation, but we can also see that people were talking about in the UK (16%), Canada (4.7%), Spain (4.1%), Italy (3.1%), the Netherlands (2.8%) and Germany (2.3%).

Sysomos MAP - Country Distribution

To get a better sense of just how widespread Record Store Day is across the globe, take a look at the geo-location heat map of tweets below from all the mentions of on April 19th.

Sysomos MAP - Twitter Geo Location Heat Map

Something else interesting that I noticed about people talking about Record Store Day on Twitter was how they were talking about it. There was almost an even amount of people tweeting their own thoughts about Record Store Day as there was people retweeting messages about it.

Sysomos MAP - Twitter Mention Types

Lastly, I decided to pull up a word cloud and buzzgraph to see what people were talking about on Record Store Day 2014. There’s no surprise to see that a lot of conversation was being has around the words “vinyl” and “vinyls”. However, we can also see some less generic words in there and even some artists who had some Record Store Day releases like “Bruce” “Springsteen,” “DMB” (which is short for the Dave Matthews Band) and one of my favourites, David “Bowie”.

Sysomos MAP - Buzzgraph

Sysomos MAP - Word Cloud

So, what do you think about Record Store Day? Did you celebrate? Do you think it’s hipster like ironic that people are using new social media technology to discuss the old school technology of records? Let us know in the comments.