Documentos de Académico
Documentos de Profesional
Documentos de Cultura
Scan of social
media
conversations
Sentiments Timeframes
• Gender • Peak of
Differences Scandal
• Brands • One month
• Today later
Image:TheLastMinute
A quick recap
Tiger’s Scandal: Tiger Woods mentions by day
Search Results by Day
12/8: Tiger’s mother in
law rushed into hospital
1800
12/3: Conversations
1600 increased after the
day Tiger issued his
1400 public statement
1200
1000
800
600
400
200
0
12/1
12/2
12/3
12/4
12/5
12/6
12/7
12/8
12/9
11/21
11/22
11/23
11/24
11/25
11/26
11/27
11/28
11/29
11/30
12/10
12/11
12/12
12/13
12/14
12/15
12/16
12/17
12/18
Total:19082 (11/21/2009 - 12/18/2009)
7000
5378
6000
5000
4000
2367
3000
1720 1499
2000 952
1000 183
0
Microblog Mainstream Blog Video/Photo Message Social Wiki
Sharing Board/Forum Network
- neg Tiger Woods is the first person in history to run his car into a
67%
hydrant and set himself on fire
(BlakeBeus)
- neg
YouTube: Voicemail leaked
Most viewed video:
Total videos related: 156 Tiger Woods Voicemail Slow Jam Remix
Total comments: 7,157 http://www.youtube.com/watch?v=OEko
Total views: 3,362,185 maBTppY
by halfdaytoday
(1,235,221 views – 2017 comments)
9% 9%
31% 37%
82%
32%
Gatorade 65%
Accenture
22% 22%
•Conversations about Tag Heuer, Gillette and Accenture only grew after the companies made their
own official statements
•The story is different for Gatorade and Nike. These brands are mentioned as soon as the news
about Tiger appeared. Many of the conversations use the brand’s slogans “Just do it” and “Is it in
you?” to make jokes about the story.
•Elin using a non-Nike forged iron to hit Tiger caused even more jokes about Nike.
Image:TheLastMinute Image: David (standout))
Recent activities
Comparison of Brand mentions
53%
Electric Art
0%
3%
At&t
0%
14%
Gatorade
22%
1%
Gillette
21%
0%
Tag heuer
6%
7%
Accenture
22%
8%
Nike
29%
Pos
Pos 17%
Neu
10% 45%
Neg
25%
Neg
Neu 38%
65%
From 11/21 -12/18: 29% of conversations talked about Tiger Woods and
Nike
From 1/1 – 1/14: Only 8% of conversations talking about Tiger Woods
and Nike
Twitter Sentiment…Then and now?
Twitter Sentiment 11/21 - 12/18 Twitter Sentiment 1/1 – 1/14
Pos
4%
Neu
29% Pos Neu
13% 16%
Neg
67%
Neg
71%
One month later, still highly negative. However, the percentage of positive
tweets increased due to Russell Simmons tweeting about Tiger Woods
donating to Haiti relief efforts. However, this news also caused an
increase in negative mentions as many people doubted (and snubbed)
Tiger’s intentions.
Conclusions