Social Media Metrics. Content Breakdown: Keywords: #JeSuisCharlie. "Cherif Kouachi"

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1 ABSTRACT A study of the contrasting social media data figures between and in relation to the recent terrorist attacks in Paris, France and Baga, Nigeria. Kai Botha Social Media Analyst ORNICO SOCIALTRAC

2 Social Media Metrics Content Breakdown: Keywords: #jesuischarlie #JeSuisCharlie #ParisMarch #CharlieHebdo "Charlie Hebdo" Said Kouachi Baga #BokoHaram #Nigeria #PrayForNigeria "Cherif Kouachi"

3 Volume 5 th 11 th January Between the 5 th and 11 th of January there have been 5, 714, 348 posts/tweets that mention either the terror attacks on Charlie Hebdo or the terror attacks on Nigerian civilians in Baga. Note: by January the 12 th (and after this report had been concluded) that figure had risen to 6, 122, 820 million tweets/posts. 1. Charlie Hebdo Terror Attacks million tweets/posts (83 % of the above mentioned 5, 714, 348 million) between the 7 th and 11 th January mention the Charlie Hebdo attacks and subsequent terrorist man hunt; with social media content peaking on the 7 th with million tweets/posts. 2. Boko Harams attack on Baga, Nigeria. By contrast, the widespread attacks in North East Nigeria by Boko Haram drew a lot less social media attention, with a total of (6 %) tweets between the 5 th and the 11 th January 2014 with twitter engagement peaking at tweets on January the 8 th. 3. Tweets/posts mentioning both the terrorist attacks in Paris (Charlie Hebdo) as well as the Boko Harams attack on Baga. Twitter content that made mention of both attacks in Paris and Baga, Nigeria generated a total of (11 % of total tweets/posts) tweets/posts; peaking on January the 7 th with tweets/posts on the day. Twitter Metrics Top Mentions The most frequently mentioned Twitter handles in posts. This is helpful in determining prominent or trending Twitter handles at any given time.

4 Top Hashtags The most frequently mentioned hashtags in posts. Most Prolific on Twitter This is a ranking of the top 10 unique Twitter authors by volume of tweets related to a given topic. These are the most active authors in a conversation over a particular time period, regardless of their influence score. These are the authors talking the most about a particular subject. They might not be the most influential authors but they are generating significant content and conversation concerning the topic.

5 Top Retweets The most frequent retweets; as listed below, shows the most shared mentions on twitter including those done via the retweet button as well as those done manually. Most Influential Twitter Authors This rates the influence of Twitter authors by their respective Klout scores. Influence is determined by the extent of reach and/or exposure in relation to other Twitter authors. The more followers one has the greater ones influence. (Please visit Klout.com to learn more about Klout.)

6 Total Potential Impressions Calculates the total potential impressions or views for a topic on Twitter by summing the followers of each Twitter author for a specified topic and time period.

7 Word Cloud A word cloud is an aggregate graphic representation that details the most prominent and frequent words that appeared within the total number of posts over a stipulated date range. The word cloud below is based on a sample of 57, 601 posts from the total number of posts (5, 714, 348 million posts), and accordingly displays which words are the most prominent in all of the posts. This is a very effective way of determining what people are talking about.

8 Author Location Location data is determined by user and site reported information on the Twitter, Facebook, and Forums content channels. Country Posts United States United Kingdom India Canada France Australia Ireland Italy Nigeria Singapore South Africa Germany 34105

9 Ornico provides Reputation, Media and Brand Intelligence research across the African continent, making sense of the tsunami of brand, advertising and media information flooding the media space. By collecting and analysing media data and brand publicity across many media channels, Ornico helps put marketing decision makers in the know about the most important strategic decisions they'll ever make regarding their brands. Ornico employs a dedicated team of over 120 people in offices in South Africa, Nigeria, Kenya and Ghana, and has clients that include many of Africa's top companies. website.ornico.co.za No.1 Stan Road, Cnr Grayston Drive, Morningside, Sandton, Johannesburg Tel: