Youth Day – June 16

Case study

Reporting period:

14 June – 18 June 2012

Author- Zanele Mashimbye

Formalities

All data within this report was gathered via saidWot.

It is based on South African comments only and a sample of 95% of all

comments received.

We tracked an amount of 634 comments over a period of 5 days (14 – 18 June

2012) with regards to June 16, Youth Day.

This case study was not compiled for a specific brand, but purely out of curiosity

and a burning passion to showcase the impact of Online Reputation

Management

If you would like more information about saidWot, please contact us: www.saidwot.com/contact-us

Background

36 Years ago, around 20 000 South African students took to the

streets to protest against the then government enforcing Afrikaans

and English as the only language streams of learning in schools.

Today, June 16 is a public holiday that commemorates the uprising

and the deaths of many school children in 1976.

Where did the conversation take place

Conversations of the day took place mainly on social networks.

394 Comments were

posted on twitter.

240 Comments were

posted on facebook.

The Reach

About 634 people in the country commented on June 16, Youth Day during the 5 days.

This generated an earned media value of R229 686. Overall, approximately 1 148 430 individuals saw these comments.

Reputation

The overall reputation score was 1.90 / 5.0, meaning that a few influential people mentioned the public holiday.

A high amount of comments (457) came in on the actual day, June 16.

Statistics

Majority of the comments were well wishes for the day from individuals, jokes about President Jacob Zuma and comments of the celebrations that took place.

Positive: 93 | Neutral: 505 Negative: 36

What was said...

What was said...

Who was talking?

@helezille tweeted about her plans for Youth Day.

@PresidencyZA tweeted that Minister Chabane would address the Youth Day celebrations.

@WOOLWORTHS_SA wished tweeters a happy Youth Day.

Who was talking?

• A few brands in the country tweeted in celebration of Youth Day, tweets also came from Helen Zille and PresidencyZA.

@StandardBankGrp asked followers about their Youth Day plans.

@KiaMotorSA wished followers an awesome Youth Day.

@FlyMangoSA quoted James Dean.

The Audience

Events

• A few events took place throughout the country in celebration and commemoration of Youth Day.

Keywords

• The keywords tracked that brought in the most comments were “Youth Day” and “June

16”.

Categories:

• History: refers to all comments that mentioned “June 16, 1976 “

• Celebration: refers to all the comments that mentioned how people would be spending

their Youth Day.

So what?

• This case study was compiled to investigate the sentiment and opinion around Youth Day

today.

• The categories were listed to show how many people still refer to the history of the day

and how many people see it as just another public holiday.

• Overall, the day was “celebrated” more than people spoke about the “history”, which

indicates that South Africans see Youth Day more as a celebration and public holiday than

reflecting on the student riots of 1976.

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