NHsmc Sysomos

Kylie Jenner and the Announcement of Baby Stormi

Recently, Kylie Jenner has shocked her fans with the reveal of her hidden pregnancy. Following the birth of her child, Stormi, Jenner released an announcement Youtube video. Kylie’s pregnancy was almost instantly trending on Twitter following the announcement. ♥️ pic.twitter.com/CgiQFcRfHU — Kylie Jenner (@KylieJenner) February 4, 2018 here’s a little glimpse of the last 9 months.. ♥️ […]

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#Stormi Makes it Rain

Kylie Jenner and her beau, Travis Scott, have been making headlines. Kylie made a big splash on Twitter by announcing the birth of her daughter, Stormi, on one of the biggest day of media consumption in America, The Super Bowl. ♥️ pic.twitter.com/CgiQFcRfHU — Kylie Jenner (@KylieJenner) February 4, 2018 Our Boolean search included the terms […]

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The #SuperBowl of Twitter

From 2/1/2018 to 2/8/2018, we ran the following boolean search through Sysomos: #SuperBowl AND/OR #superbowl AND NOT (super bowl OR Super Bowl). We looked at a global audience. The Super Bowl is one of the most viewed televised events of the year, therefore we decided it would be interesting to analyze the vast amount of […]

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The Lady Dorito Controversy

By using the Sysomos Analytics Platform, we created a Boolean Search analyzing the controversy surrounding “Lady Doritos.” Following a Doritos commercial aired during the Super Bowl, consumers reacted negatively to a comment made by PepsiCO CEO, Indra Nooyi  in a “Freakonomics Radio” podcast interview. “As you watch a lot of the young guys eat the chips… they love their Doritos, and they lick their fingers with great glee … Women, I think, would love to do the same, but they don’t. They don’t like to crunch too loudly in public.” The Twitter widgets: latest activity, geography, word cloud and buzzgraph, were used to analyze the search term “lady dorito” OR “#ladydorito.” The latest activity graph for the range of 2/1/18- 2/8/18 showed a clear spike on the day after the Super Bowl, Monday February 5th, and subsided on Wednesday, February 8th.

 @CarolineSiede created a thread defending Nooyi’s comments, which became most retweeted tweet for this topic. 

The geography filter showed how this topic trended globally; the majority of the Twitter conversation occurred in the United States with 73.5%, followed by Canada and the United Kingdom.

The word cloud showed the words mentioned most frequently: “lady dorito,” “dorito,” “lady,” “women,” and “freakonomics.”

We inferred connections between words within the buzzgraph to better understand the controversy of Nooyi’s comment.Since our Boolean search used the two words “lady dorito” they appeared in the center of the graph, with related words surrounding them. The buzz graph showed the term ‘freakonomics interviewed’ outside of the graph indicating the main cluster of words were all words discussed in podcast interview mentioned.

The Sysomos system allowed us to clearly define the root of this controversy and see the way that consumers reacted.

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The Politics of the Pre-Olympic Hype

The 2018 Winter Olympics began February 9. Naturally, Twitter was buzzing the week before with pre-Olympic chatter.  By searching the following Boolean in Sysomos, a social listening tool, we were able to find out what exactly the Twitter world was excited about approaching this year’s games.

Boolean: “(#olympics2018 OR #winterolympics) AND NOT @NBCOlympics”.

Our Wordcloud, which maps the most reoccurring words, showed the location of the games was a frequently discussed topic. The only specific athlete that showed up was figure skater Adam Rippon, however, through further analysis, we discovered this was due to the social buzz around an ongoing feud with US Vice President Mike Pence, who’s name is also prevalent through the cloud.

 

When looking at the latest activity, #TEAMUSA took over the mentions. This is because of  retweeted posts from top athletes.

 

The geography analysis proves the reason the majority of Tweets referred to the US was because a whopping 66.8% of the Tweets came from the US. Despite corespondents already in South Korea, not many Tweets came from the host country itself.

The most retweeted Tweet was politically based, summarizing the interaction between Rippon, the first openly gay figure skater, and Pence. This shows that even within an event that is supposed to unite our country in celebration, politics still stands as a divider.

Finally, our Buzz Graph, which shows the linkage between different topics in the Tweets, confirms that the Olympics were being discussed primarily in the context of their host country or in relation to  the ongoing Rippon-Pence drama.

In conclusion, the pre-Winter Olympic chatter, was focused less on the athletes’ abilities and more on the controversies surrounding the location or social positions of athletes, demonstrating today’s politically focused environment has impacted even the oldest of traditions.

Lucy Sutphin, Mary Roselle, Michelle Hernandez, Lauren Witonsky, Kyle Stevens

 

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Take a Stance Not a Knee

In recent years, the NFL has had a significant impact in American culture because it is one of the most watched sports in the country. In light of tragic events in the United States, NFL players have been taking a knee during the national anthem. This kneel movement started last year with  quarterback Colin Kaepernick. […]

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#HurricaneIrma

Research by: Erin Gallagher and Madi Van Den Eynde Through the word cloud, it is clear that when Hurricane Irma hit people were worried about people’s safety and stressing the fact that this was a strong storm. Twitter was used as a way to spread awareness regarding the impact Irma was going to have on […]

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