CASE STUDIES

JACQUELINE PRAGER DEVINE

UCONN DIGITAL MEDIA & DESIGN

QUICK FACTS ABOUT THE CASE STUDIES

  • FLETCHER released "I Believe You" on March 9, 2018
  • Kesha released "Praying" on July 6, 2017
  • Online activity was most prominent during the first three months of the release
  • After #MeToo hashtag was used in October of 2017 it has since been used over 19 million times.

The questions that I wanted to answer in my case study work was “who is engaging?”, “where are they engaging?” and “what are they feeling?” I was able to measure these metrics using a software called Talkwalker and specific widgets such as sentiment, media types and demographics.

I narrowed my search query to the first three months after the song was released since the data showed the most online action occurred within those first three months. In this way I could study the tailored results that were hyper-specific.

The two case studies I chose were FLETCHER’s “I Believe You” (proceeds to Time’s Up and It’s On Us) and Kesha’s “Praying” (proceeds to Rape, Abuse and Incest National Network–or, RAINN). Also on this page is an overview of the online activity for the #MeToo hashtag starting in February 2018, since the analytics software was not able to search further back to October of 2017, when the #MeToo wave broke on Twitter.

"I BELIEVE YOU" BY FLETCHER

FLETCHER released the single “I Believe You” on March 9, 2018. She wrote an open letter about the purpose and message of the song. Below are some of the excerpts:

“Over the last few months, it seems every time I scroll through my Twitter feed, or walk into a studio session, I hear stories about another influential man who has abused his power."

"I mean, what do you even say to someone who has been sexually assaulted?"

"For me, the right words were “I believe you.” Like the day my best friend confessed, that while we were in high school, her boss attacked her during a late night shift. Like the time my classmate came into my room and informed me she had been raped in her dorm. Like the time a member on my own team had to take a meeting with the man that harassed her as an intern, and like the close collaborator of mine who shared her story of sexual assault by her very own manager."

"The proceeds of this song will be donated to Time’s Up legal defense fund for Women’s History Month.”

PROMOTIONAL SOCIAL MEDIA CONTENT

AN ANALYSIS ON SOCIAL MEDIA PERFORMANCE

Activity over 3 months

The largest peak of activity surrounding this release was in the first few weeks as there was the most promotion of the song during that timeframe. The activity then trickled out as time went on but saw a small jump in April - likely due to mention of it being Sexual Assault Awareness Month.

Engagement, mentions and potential reach

The engagement during this period was almost double the amount of mentions. This is because "likes" are factored into engagement whereas mentioned actually requires a user to call out a specific account or hashtag. The potential reach for this single was 5.3 million; this number considers the following of each person who has interacted with the song online.

Engagement locations and breakdown

This graph splits the engagement into likes, comments, reposts and other various social media activity. A widget like this could help an influencer or brand understand where they are garnering the most activity from followers and online users.

Sentiment of activity

One of the most high-level questions I asked myself during this research process was "how do people feel about this" - and with this graph, we are able to determine the sentiment of those online. Despite a "neutral" and "negative" presense in some areas, most, if not all, of the online activity was positive. This divide among sentiment is due to artificial intelligence nuance that is still in its beginning stages.

Emotions of online activity

Moving deeper into how people feel, Talkwalker allows its users to understand the emotional range of a Boolean string. The top emotions pertaining to this data were "special," "believing," and "love". This echoes the above sentiment in that most people felt positively about this song and its surrounding social media promotion.

Themes of online activity

This wordcloud shows the most common words or phrases from the online activity. Some words, such as "bulletproof" and "girl" are parts of lyrics from the song. The relevancy of the black heart comes from the promotional content FLETCHER used. Each time her tweet announcing the song was liked or retweeted, then the heart's popularity would rise.

Demographics: gender & age

Another question I asked myself in this process was "who is participating in this conversation?" This gender breakdown is only a few percentage points away from the breakdown in the data I collected in November. The same goes for the age breakdown as well.

Demographics: Occupations

Talkwalker allows its users to take a deeper dive into the "who?" of the data. In the case of this graphic, the people most likely to engage in this content were musicians, students and writers. Other occupations were related to the arts as well such as "artist" or "DJ" or "actor."

Demographics: Interests

The final graphic for this case study focuses on the interests of those who engaged in this content. The top interest was "Music & Audio" which is unsurprising seeing as the top occupation was musician.