I've been gone for a while, digging in the depths of our social, political data; but with a week free of scheduled debates we turned our focus to the non-political headlines that took over your timeline.
So sit back, relax and let this week's social data add to the impact of all the headlines.
All Eyes On #AppleEvent
On Monday the collective tech world looked to Cupertino, California as Apple hosted another product announcement. With more than 124,000 Twitter mentions of the hashtag #AppleEvent, people were buzzing about what they saw.
The iPhone SE was the most talked about product as it received over 20,000 mentions in the #AppleEvent conversation. It was followed by:
- iPad Pro with more than 10,00 mentions
- Apple Watch with more than 4,200 mentions
- CareKit with over 1,700 mentions
- iOS 9.3 with over 3,200 mentions
- ResearchKit with nearly 1,000 mentions.
Each new product was talked about positively, with ResearchKit being the most well-received, with 94.4% of sentiment-categorized mentions being positive. There was no product that saw a positive mention rate lower than 72%.
While the Apple executives took their turns on stage between 1pm and 2:05pm EST, the conversation saw its overall peak at 1:39pm EST with the unveiling of the iPhone SE's pricing.
This one minute saw more than 1,300 mentions.
The minute-by-minute mentions of each product shows how the iPhone SE had a buzz from the beginning of #AppleEvent, but each product took its time in the spotlight as its upgrades were being showcased.
No company can command social's attention quite like Apple. Mentions continue to roll in despite the event taking place four days ago.
Social Goes Bonkers Over the Lollapalooza Lineup
Lollapalooza has been mentioned around 169,000 times in the last seven days, but 56% of those mentions (over 95,600 mentions) came on the 23rd as news of the Lolla lineup made its rounds on social media.
The increase in mentions from Monday to Wednesday was greater than 1,500%.
The sentiment around the lineup announcement is resoundingly positive as 82% of all sentiment-categorized mentions is positive.
When examining negative mentions, most stem from the great FOMO phenomenon from people afraid that they won't be able to attain tickets.
Lollapalooza, as always, received the social splash it was looking for as many days-long music festivals do in our hyper social age. And it didn't hurt that the lineup announcement came direct from the festival's Twitter handle.
In The Pacific Northwest there was a #ManInTree
Brandwatch is a British company with a large office in southern England. A couple months ago, the people of England were quite taken with an over-sized puddle and how passersby were traversing it. This story is similar to that.
In Seattle this week a man took solace in a tree for over 24 hours. This action spawned the aptly named hashtag, #ManInTree and garnered over 16,000 mentions.
No one knew why this individual climbed the towering Sequoia, but most of the mentions using the hashtag were positive as 72.2% of sentiment-categorized mentions were positive.
People found amusement in this, while others found more serious topics, like mental health, to discuss. You can see the major themes from this hashtag's conversation below.
The geotagged, mention map shows how this event took both coasts by storm, and that is reinforced by the over 161 million impressions the hashtag has accumulated.
Twitter Had a Birthday...or an Anniversary
In one of the most positive conversations we saw this week, Twitter celebrated its 10th birthday... anniversary? Adweek went with birthday so let's go with that for now. We delved into some of the most interesting and iconic Twitter companies over the last decade in our report on how Twitter changed marketing.
With around 30,000 mentions, the #Twitter10Year hashtag saw 98.1% of its sentiment-categorized mentions register as positive.
People were literally feeling the love for Twitter. The hashtags #LoveTwitter and #TwitterLove were in this conversations top used. #LoveTwitter was used over 7,000 times for nearly 47 million impressions. #TwitterLove was used over 1,300 times and accumulated over 13.5 million impressions.
Twitter was getting the love from men and women equally as women accounted for 51% of all unique authors.
Here's to 10 more.