For Queen, Country & Twitter – the Diamond Jubilee online
The Queen’s Diamond Jubilee celebrations sent social media platforms into a frenzy over the weekend, with connected users taking to social networks to air both joy and frustration at the major events as they were broadcast on TV.
Twitter went into overdrive, with the River Pageant and Buckingham Palace concert both providing rich opportunities for tweeting.
At several points over the long weekend, the Jubilee dominated trending topics. During the peak of Monday night’s concert, all 10 “trending” topics on Twitter were related to the concert and the performers.
Whilst data on the actual volume of tweets posted during the coverage has yet to be released “officially” by Twitter, early indications – and the volume of trends – would point to the events becoming one of the most “well tweeted” of 2012.
Data released by Ipsos Mori for Brandwatch indicated the peak time for Twitter coverage was between 10 and 11pm, towards the end of the Jubilee concert – when over 71k tweets were posted about the concert.
Social monitoring tool SecondSync reports coverage of the BBC Jubilee Concert was the single most tweeted-about TV event of the weekend, with tweets peaking at 1,509 tweets per minute – almost a 30% share of all monitored tweets.
Even the highlights of the concert shown the next day attracted mass tweeting – 19k tweets in under two hours, though not achieving quite as much audience share as the launch of Big Brother the same night.
The River Pageant didn’t fare as well according to the same data sources coming just 10th in the most popular social TV league for June 3rd – peaking at just 165 tweets per minute. However, this may have been down to confusion over the hashtag for the event. The concert had a widely-used hashtag (#jubileeconcert) which trended almost immediately. The pageant on the other hand attracted a number of different hashtags, including several more generic #diamondjubilee ones which has made tracking popularity of the event difficult.
Despite the huge volume of tweets, Ipsos Mori claim the coverage of the Jubilee still came second to last year’s Royal Wedding, which peaked at 480k mentions in a day – compared to the high of 387k Jubilee-related mentions on June 4th 2012.
Meanwhile, according to Google trends, anticipation of the Jubilee began to increase rapidly from May 31st, as plans were made for the weekend to come:
In terms of geographic popularity, interest peaked here in the UK – with other Commonwealth countries making up a large proportion of the rest of the top 10:
Whichever tool is used, the Jubilee celebrations clearly caused a storm of interest in social media – and all this despite very little integration of social media in the TV coverage.
Maybe if the BBC had turned to social media to make their coverage more ‘inclusive’ instead of the strategy they did employ they might have been looking at a very different assessment of their success?