During the month of March, we ran a campaign called #trackatrend. The aim of the campaign was to showcase the capabilities of Tracx using trends that were chosen by the online audience. These trends were topics of interest to the audience and covered trends like the Cricket World Cup, Lead SA Road Safety and Trevor Noah.
One of the trends tracked was the news that Trevor Noah taking over the Daily Show from Jon Stewart. This was very big news for our country as one of our own is set to grace the stage of one of the world’s most popular TV shows. Thousands of South Africans took to social media to show support and celebrate the comedians new appointment.
“For the next host of ‘The Daily Show,’ we set out to find a fresh voice who can speak to our audience with a keen take on the events of the day, and we found that in Trevor” – said Michelle Ganeless, president of Comedy Central.
The comedian did receive some backlash from audience members who were concerned about some of his old tweets, which were viewed in a negative light.
We were asked by Genex Holdings to track the activity that surrounded the comedian and his new appointment and we used the keywords: [#trevornoah] OR [#dailyshow] and only tracked the 30th and 31st of March. We set the data to pull in on a global scale. The data that Tracx pulled in seemed to not be reflecting high numbers as we had predicted. We were sure there must have been more activity related to Trevor Noah, there just had to be!
It was suggested to me that I cross referenced Trevor Noah with the Daily Show and not just track the hashtags. So the keyword queries changed to : [#trevornoah] OR [#thedailyshow] OR [JonStewart] OR (([trevor noah]) AND ([jon Stewart] OR [Daily show])) and due to the magical powers of cross referencing, the data showed a better depiction of what was happening in the social universe. We will show the difference between tracking just a hashtag and tracking via cross referencing keywords.
The dates stayed the same but we can see some vast differences in the key metrics that were pulled in.
There were 20 000 more posts pulled in with conversations jumping from 419 to 4 847.
Interactions went from just over 4 500, to almost reaching 220 000.
Trevor, The Daily Show and Jon Stewart were mentioned over 23 000 times with a reach of 190 000+ unique people (people who actually interacted with content and not the potential reach of posts).
The audience demographic percentages changed, the age groups were further spread out with the age groups 0-17, 18-24, 55-64 and above 65 also engaging in content. This shows that the news was not only a global topic of interest but it also was discussed by all the active age groups on social media.
In terms of share of the voice, Twitter remained the most dominant platform in terms of posts and conversations with thousands taking to the social network to get up to the minute news about Trevor and The Daily Show. Whilst Twitter still dominated share of the voice in both comparisons, we can see a much greater share of the voice from Facebook pages and Blogs when using the cross referenced key words.
Facebook actually had the largest share of the voice in terms of interactions which is a stark contrast to the first data set (hashtags only).
There was much more activity tracked on a global scale as seen in the heat maps.
This case study shows just how easy it is to pull in data that does not truly depict the social activity relating to a trend or campaign. The lack of cross referencing on my part completely skewed the data for the trend and whilst more stringent protocols and sanity checks are in place when dealing with our client’s queries, I have learnt that tracking particular trends and topics of interest, although shown as a singular hashtag, must be cross referenced with related topics and phrases in order to give an accurate representation of online activity.
I pledge allegiance to the cross-reference and all the beautiful data that lies just beyond that singular hashtag.