What happens on Twitter when the #Allblacks Lose?

Tri Nations - South Africa v New Zealand

Last weekend the AllBlacks played South Africa at home in Port Elizabeth in the 2nd to last game of the 2011 Tri Nations tournament. The AllBlacks lost 5-18. 

So what happens on Twitter when they lose?

This graph shows the number of mentions and retweets of @AllBlacks on Twitter over the last 30 days

The first peak is NZ vs SA in Wellington, the 2nd peak is NZ vs Australia in Auckland and the last two peaks are around last weekends game in South Africa

This graph shows the Reach on Twitter. IE How many people the brand is exposed to with Retweets etc.

The first peak is NZ vs SA in Wellington, the 2nd peak is NZ vs Australia in Auckland and the last two peaks are around last weekends game in South Africa

 

However one trend that I spotted this last week was people using 'ABs' instead of AllBlacks in their tweets

Now this poses many issues for people following the conversations as well as the AllBlacks and RWC2011 Social Media staff.

Because ABs is much tougher to track for analytics and monitoring, working out how many brand mentions overall becomes almost impossible. And for tweeters listening in to conversations, relevant tweets are getting mixed up with fitness and workout tweets.

Hence why hashtags have become so popular. #Allblacks with or without the hashtag is a much more popular reference in Tweets that @Name mentions

This graph shows key word mentions for 'AllBlacks' over the last month. Compared to the top graph there are twice as many mentions without the @ sign Recently we've started seeing TV shows like Target and NZ Next Top Model promote hashtags on air. It helps fans find and participate in conversations with other fans but it also makes it much much easier for the MARCOMS crowd to report on the volume of mentions after each show.

Perhaps the AllBlacks and #RWC2011 should consider adding hashtag reminders to screen prompts at the game and within the TV coverage. The greater awareness would help everyone using Twitter and following the games have a better experience and it might help the AllBlacks encourage more people to participate in a way they can easily monitor.

So people on Twitter love winners, they love positive stories, but when things are down, their team is losing, the story ain't so much fun any more so they don't tweet about it.  It will be interesting to see if this insight, this trend is mirrored during the Rugby World Cup #touchwood if the AllBlacks lose.

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