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DRC Blog

Filtering by Tag: digital republic

Viral post...or not? The Dove ad.

Petar Soldo

The digital age, characterized by the ability to transfer information freely and quickly, seems to have resulted in a culture of lazy online journalism where online news sources and blogs vie for attention by creating eye catching (and usually irrelevant) click bate type headings and lobbing the word “viral” around for greater impact. It is often impossible to see everything that comes into one’s news feed, let alone confirm it. Additionally, the truth behind catchy words like “viral” seems to be of little concern.

A prime example of this is the recently perceived Dove racist ad campaign. The multimillion rand global soap brand released an advert showing a sequence of three images starting with a black woman who then removes her T-shirt to reveal a white woman and later an Asian woman underneath. News sources around the world have reported on screenshots of the ad – first shared by make-up artist Naomi Leann Blake – going viral.

But what does “going viral” actually mean? Urban Dictionary defines something that “goes viral” as an image, hashtag, video, or link that spreads rapidly through a population by being frequently shared with a number of individuals.

An example of this would be the 2015 Fees must fall movement where in Mid October, spanning a week– #feesmustfall got over half a million unique engagements within South Africa.

Does the ubiquitous Dove ad and its related posts live up to the title of “viral”?

At Digital Republic Consulting we are passionate about data and what we can learn from it so with this in mind we attempted to answer this question by looking at the data behind the post.

Posts started appearing on South African social media early on 8th October. These first few posts had very few interactions (between 0 and 30 each). It was not until 11:18 when radio personality, Eusebius McKaiser, tweeted about the topic that things started getting heated. He wrote: "Dove: with one quarter moisturising cream... can't clean racism." (image as posted).

Blog - Dove 1.png

 

Local actress Bonnie Mbuli weighed in on the topic an hour later with a tweet about the ad.

Blog - Dove 2.png

 

Over the two day period the most engaged content on Twitter was a Tweet by Minister Nathi Mthethwa which generated 2 574 interactions by 1 278 unique people.

 

Blog - Dove 3.png

The next 8 most engaged posts on social media were all by news media such as eNCA, Times Live, Eyewitness News and SABC. These posts went a long way to promote this topic. It can be argued that without the news media promoting this story it never would have reached the “viral” status is has so far achieved.

Now let’s look at the numbers across South Africa….

Using our social media listening tool, TRACX, we entered a basic search query to identify mentions, conversations and interactions with the topic around Dove’s racist ad.

Blog - Dove 4.PNG

Looking at the above numbers one could believe that this topic has actually achieved viral status, however, in 2016 the estimated number of Twitter users was 7.7 million and Facebook had 14 million users. When looking at the topic in relation to the usage numbers we can see that about 0.046% of Facebook and Twitter users in South Africa interacted with this topic. It must be mentioned that due to restrictions placed on 3rd party software tools by the social media platforms themselves, the number of users identified does not include users who’s profiles are set to private, it also only looks at data from South Africa.

So from the 21.7 million Facebook and Twitter users in South Africa, we were able to identify 9 938 unique people interacting with the topic of Dove’s ‘racist’ ad. To give this even more perspective we looked at the hashtag #dstvdelicious within the exact same setting as the Dove topic. Here we saw that 6 879 unique people interacted with only that specific hashtag over two days (6 & 7 October).

Looking at the data again on day three, we can see a drastic drop in the activity around the topic. It peaked on the 9th of October with 9 999 posts and interactions but looking at the same data on 10th October, we see only 936 posts and interactions.

Therefore, can we really say that the Dove racist ad topic has gone viral or is it simply a case of journalists being trigger happy on a word that increases excitement and viewership.

Social Media Audits

Kate Howell

Social media is buzzing with excitement. Consumers take to social media platforms to make their small mark on a brand by exclaiming what they like, dislike and would like to see. Brands are provided with valuable customer feedback by simply talking to the right people in the right places.

Having a well-constructed social media strategy is just as imperative as performing a thorough social media audit.  According to an article in the Harvard Business Review, consumers tend to trust social media messages more than advertising or news articles about the brand, hence, it is the responsibility of the brand to know which messages are having their intended effect. Search engine optimization (SEO) can only be established by knowing what works for you. In order to create useful social media strategies, brands need to know first and foremost how to reach current and potential consumers organically.

What is a social media audit? 

·         An examination of social data in order to assist marketers in knowing what consumers are saying about a brand and their competitors

What is the main objective of a social media audit?

·         To analyse what type of content is gaining the most traction for a brand and on which platforms

Why is it necessary to investigate social media platforms?

·         A platform analysis is performed in order to determine where pertinent audiences (target markets) are interacting with content  

What does my company gain from a social media audit?

·         You will gain key performance indicators that not only display your social media performance but provide real-life insights that can be adopted in your business marketing strategy

My company is an SME, is this still relevant to us?

·         Yes – regardless of whether your business is in its infancy or well-established, this audit is necessary to make decisions that optimise consumer-brand experiences

How can Digital Republic help?

·         We can provide a social media audit that both analyses your personal data, using a highly intelligent programme called Tracx, and provide key social media insights that are customised to your business objectives

What information does Tracx provide?

·         Tracx provides comprehensive social media data which includes some of the following key aspects:

-   Audience demographics

-   Influencers

-   Sentiment

-   Reach

-   Share of the voice

-   Competitor analysis

Are you attracting more males or females? How old is the average person engaging with your content? Where are your audience members predominantly based? All these types of questions are answered through a thorough and accurate analysis of your social media channels. Social media audits provide you with the little hidden gems of online data that can help make your business’s future even brighter.  

For more information about Tracx, go to: https://www.tracx.com/

Reference: https://hbr.org/2015/11/conducting-a-social-media-audit

 

 

Written by Claire King – Content Specialist

Written by Claire King – Content Specialist