Black Tuesday

A saidWot Case Study

21 – 30 November 2011

How one bill can move a nation

Facts & Figures

This Case Study is based on all comments received from the 21st of

November until the 30th of November 2011.

It is based on English comments from around the world and

from all online media sources available.

This case study was compiled to showcase the impact of the Digital

Space.

If you would like us to do this for your brand or for something you are

passionate about, please contact us:

www.saidwot.com | infosa@saidwot.com

How many people were talking?

In just 10 days, over

18 000 people were talking

about Black Tuesday online,

reaching a total of 586 415

270 people.

What was said?

Where did the conversation take place?

622 articles posted on

Websites and 224

articles on News Sites

16 920 comments

posted on Social

Media Platforms

66 Blog posts

10 discussions on

Forums And 9 Wiki articles

Where in the social media landscape?

86.38%

0.59%

0.39% 0.21%

Keep in mind that most people have set their privacy settings on Facebook to

‘friends only’. These comments cannot be monitored or tracked.

Who was talking?

@Abramjee was the top tweeter, both in tweets as

well as reach.

His 281 tweets were worth R 357 038.60.

Other top tweeters

By number of tweets

By number of followers

Influential individuals

Celebrities, politicians, brands, and news sources got

involved.

Citizens

The majority of people that voiced their opinion have less

than 100 followers.

The press

On average, the top sites posted 20 Articles regarding Black

Tuesday.

Mail & Guardian tops the list with 51 articles in 10 days.

Who was listening?

How much was it worth?

586 415 270 people were exposed to comments and

opinions about Black Tuesday

In marketing terms, this translates to R117 283 054 worth of free advertising.

Geography

Black Tuesday was discussed world wide, although the

majority of the comments originated from South Arica.

Geography

Most South Africans do not state their specific location within the

country.

The majority of those who do, were from Johannesburg.

Detractors

Commentary was negative,

although news articles provided mainly factual information

Censorship

Brands shared their opinions in a creative manner, hereby generating

attention for the cause.

Hashtags

The hashtag

#BlackTuesday

was used 6655 times.

“Secrecy Bill” was

mentioned 5142 times.

The hashtag #POIB

was used 5320 times.

More information

This case study highlights the trends as identified in the analysis of

the data around Black Tuesday.

If you would like us to share the remainder of the analysis, as well

as the extensive tracking on this topic with you, please feel free to

contact us.

Additionally, for any demo accounts, queries or requests for

information, please don’t hesitate to contact us on the below

information.

South Africa:

Tel: +27 11 021 8738

Email: infosa@saidwot.com

Web: www.saidwot.com

United States:

Tel: +00 (1) 704 450 2403

Email: infous@saidwot.com