On Tuesday we took a look at some of the social numbers behind the people talking about Black Friday and Cyber Monday this year. But there’s one other important day that has come in to play to help kick off the holiday season in the past few years; Giving Tuesday.
Last year, we wrote about Giving Tuesday on the Marketwired blog, which was only in it’s second year of existence. While 2013 was just the second year that Giving Tuesday existed, it was only the first year we had heard about it. The idea of Giving Tuesday was born from the idea that after Americans have spent a weekend on buying things for themselves and loved ones on Black Friday through Cyber Monday, there should be a day where people can help others, which is also in line with the holiday spirit of giving.
Since last year was only the second year of Giving Tuesday’s existence, we looked at how much spread the idea had got through social media. Well, now that Giving Tuesday has had it’s third year of doing good for others, we thought it would be interesting to use MAP, our social media monitoring and analytics software, to see how it grew in 2014.
In 2013, “Giving Tuesday” or the hashtag “#GivingTuesday” appeared in about 472,000 social conversations across blogs, online news, forums and tweets. This year we saw the number of mentions rise by over 100,000. This year we found Giving Tuesday being talked about in 1,218 blog posts, 7,649 online news articles, 259 forum postings and 570,016 tweets on just December 2nd. Interestingly, most of that jump of 100,000 mentions happened on Twitter as the other three channels we looked at actually dropped.
Since Twitter was the main driver of conversation this year, we dug a little bit deeper into what happened there. As it turns out, the number of tweets about Giving Tuesday jumped from about 19,000 mentions an hour last year to almost 24,000 mentions an hour this year. Also interesting was that we found who was tweeting about it also changed. Last year women tweeted more about Giving Tuesday than men at 52% to 48%. This year that gap widened though. In 2014 even more women were talking about Giving Tuesday and the gap grew to 54% vs 46%.
Last year we also found that 74.7% of the Giving Tuesday tweets came from the United States. This year, that number grew to 75.3% of all the tweets. But just because the United States seems to be the most involved in Giving Tuesday doesn’t make them the only ones. When we pulled up our geo-location heat map of where tweets were originating from we can actually see that people from around the world were tweeting and taking part in Giving Tuesday.
Last year we also looked at how popular the #GivingTuesday hashtag was on Instagram. Last year we found 17,630 pictures tagged with the hashtag. This year though, that number rose to 70,708… which is a fantastic rise for a great event.
The best rise in activity that we found this year though was through the sentiment around Giving Tuesday in social channels. Last year 40% of the conversation was positive, while 13% was negative. However, this year, positive sentiment around Giving Tuesday rose to 57% and negative sentiment shrunk to 2%.
We were really happy to see that Giving Tuesday has seen a rise in awareness in the social sphere. We hope that it goes up even more for next year.
We’re curious to know how charities saw a rise on Giving Tuesday though. If you work for or with a charity, please leave us a comment and let us know what you saw happen on Giving Tuesday and how it changed from last year.