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What a monitoring of the 2012 Oscars can teach you on social media operation

By Scup Team, on 27th of February of 2012. Categories: Studies

The 84th edition of the Oscars dominated movie fan’s conversations in social media. From the flashes on the red carpet to the announcement of the winners, the Awards generated X mentions on Twitter, Facebook and the blogosphere from 6PM yesterday to 8AM today, according to a study realized by Scup. In attendance, were the stars invited to the Awards as well as – obviously – the winners of the principal categories: ‘The Artist’ (Best Picture), Jean Dujardin (Best Actor) and Meryl Streep (Best Actress). In addition to showing the repercussion of the Oscars in the digital world, the analysis that we prepared shows how to execute a social media monitoring.

> Two members of our team selected the key words that would be monitored by Scup, in accordance with the objectives of the analysis (i.e.: to show the volume of mentions per hour and the most mentioned actors in a descending order);

> In this process, the team decided to search for mentions of the nominees for Best Picture, Best Actor, Best Actress, Best Director, Best Original Screenplay and Best Song in Twitter, Facebook and the blogosphere (Google Blogs);

> Next, one of the team created the searches in Scup. This task lasted an hour;

> To create a search for Scup you first need to understand the search logic of each social medium. For example, in Twitter the OR function has the same meaning as the word, however, in Facebook the pipe ( | ) fulfills this role. Then the Settings tab needs to be selected, followed by Searches in which a new search needs to be created in the appropriate social network;

> Due to the large volume of mentions collected by the monitoring, we decided to create a rule that would allow us to analyze a sample of the data. Of all of the collected items, only 10% were tagged due to this rule. This task lasted more than half an hour;

> In total, the two members of our team spent 2 and a half hours to create the study – from the searches to the rules. The main prerequisite to implement this monitoring was the knowledge of Scup’s functioning;

> Whilst they worked on the monitoring, a web designer was creating the structure of the infographic in which the study is presented. The task was executed in about 6 hours;

> Finally, the analysis of the data started on Monday morning (February 27) and took about three hours. Part of the information was extracted from Scup’s Reports tab, specifically mentions per hour and mentions per social network. The identification of the most mentioned movies and actors was done with our sample: we filtered the ‘sample’ tag, we exported the data to CSV format, we selected the ‘Body:description’ column and created a cloud of words which presented visually to most mentioned terms.

Any quetions? Ask us at help@scup.com.br

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Grammy 2012: how to monitor a big event through social media

By Scup Team, on 13th of February of 2012. Categories: Studies

From 6PM on Sunday to 4AM on Monday, the Scup Social monitoring collected 119,126 items on the Grammys, 61% on Twitter and 39% on Facebook. The study showed how the tool can be used to measure the impact of a big event through social media.

The British singer Adele was crowned the biggest winner of the 54th Grammy Awards, the biggest international music awards. She won in 6 categories – all of those she had been nominated for. The Oscars of music, as the Grammys are also known as, dominated conversations in social media. From 6PM on Sunday to 4PM on Monday, the Scup Social monitoring collected 119,126 items relating to the awards, 61% on Twitter and 39% on Facebook.

To collect this information, we set up six searches on Twitter and 6 searches on Facebook.

Twitter searches: we used a Twitter search (in English), the operator OR and quotation marks (to search for exact terms). The search terms used included variations of the name of the awards, the names of the main nominees and the names of the main categories.

1. “Grammy 2012” OR “Grammy Awards” OR “54th Grammy Awards” OR “Grammys” OR #grammyglam OR #grammy

2. Grammy Adele OR “Foo Fighters” OR “Lady Gaga” OR “Bruno Mars” OR “Katy Perry” OR “Bon Iver” OR “Mumford & Sons”

3. Grammy “Rolling In The Deep” OR “Holocene” OR “Grenade” OR “The Cave” OR “Firework”

4. Grammy “Record Of The Year” OR “Album Of The Year” OR “Song Of The Year”

5. Grammy 21 OR “Wasting Light” OR “Born This Way” OR “Doo-Wops & Hooligans” OR Loud

6. Grammy “All Of The Lights” OR “The Cave” OR Grenade OR Holocene OR “Rolling In The Deep”

Observations:

a) When you use the operator OR, your monitoring will collect various different terms in the same search;

b) Whenever you need to search for an exact term or expression, use quotation marks (“”). Therefore, the terms collected by the search will always be the exact combination of words in the same order, and;

c) In Twitter searches number 2, 3, 4, 5, and 6, note that the term “Grammy” appears once at the beginning. This is the main term of the search and the others are related to it. In this case, the items collected by our monitoring had to contain the first term. The operator OR is used whenever you want to search for one term or another. Therefore, terms such as ‘Grammy 21’ or ‘Grammy “Rolling In The Deep”’ were collected for example.

Facebook searches: we used the Facebook search (in English), the pipe operator | (equivalent of OR) and quotation marks (for exact expressions). The search terms used included variations of the name of the awards, the names of the main nominees and the names of the main categories.

1. “Grammy 2012” | “Grammy Awards” | “54th Grammy Awards” | “Grammys”

2. Grammy Adele | Grammy “Foo Fighters” | Grammy “Lady Gaga” | Grammy “Bruno Mars” | Grammy “Katy Perry” | Grammy “Bon Iver” OR Grammy “Mumford & Sons”

3. Grammy “Rolling In The Deep” | Grammy Holocene | Grammy Grenade | Grammy The Cave | Grammy Firework

4. Grammy “Record Of The Year” | Grammy “Album Of The Year” | Grammy “Song Of The Year”

5. Grammy 21 | Grammy “Wasting Light” | Grammy “Born This Way” | Grammy “Doo-Wops & Hooligans” | Grammy Loud

6. Grammy All | Grammy “The Lights” | Grammy “The Cave” | Grammy Grenade | Grammy Holocene | Grammy “Rolling In The Deep”

Observations:

a) In Facebook, the ‘pipe’ ( | ) is equivalent to OR in Twitter;

b) Like Twitter search, it is also possible to search for exact expressions by using quotation marks (“”); e

c) We also associated the terms with other words. Note that the word needs to be repeated – it does not only appear at the beginning of the search, in contrast to Twitter.

After having set up the searches, we selected Scup Social’s Reports tab in order to see the volume of items collected per hour in each social medium and the number of people reached by the messages (Coverage).

In the Relationship tab, we were able to visualize the number of men and women who mentioned the awards.

Finally, in the Monitor tab, we filtered the items collected by Number of RTs and Comments to isolate the most shared messages.

Did you like our study? Do you have any questions? Ask us in the comments space!

IN SUMMARY | The study shows how a monitoring tool can be used to measure the impact of a big event through social media.