7 June 2012 | Tanya Goodin

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:

(We’ve provided data for that old internet faithful, “Britney Spears” as a benchmark!)

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?

Tanya Goodin

Tanya Goodin

Founder of Tamar

  • http://www.henrysblog.co.uk/ Henry Elliss

    I’m not too surprised the Royal Wedding attracted slightly more fervor than the Jubilee, simply because the wedding seemed to capture the global imagination, whereas the Jubilee seemed to be slightly more skewed towards the Commonwealth countries. Still very interesting that there wasn’t too much in it!

  • Liz

    I’d suggest that another factor in the Royal wedding “beating” the Jubilee for twitter numbers would be that the Royal wedding was one event on one day, where as the Jubilee comprised a number of events over 4 days. Do the numbers for the Jubilee in the tables above take into account all the various hashtags people were using?
    I wonder too whether a royal wedding of a young prince is something that twitter users would be more interested in than a diamond jubilee. The cross over between those who are enthusiastic about her majesty and twitter users may be smaller?

  • http://www.tanyagoodin.com Tanya Goodin

    The concentration of the event on one day (Wedding) verus 3/4 days and events (Jubilee) was probably the reason for the dilution.

  • http://www.tanyagoodin.com Tanya Goodin

    The concentration of the event on one day (Wedding) versus 3/4 days and events (Jubilee) was probably the reason for the dilution.

  • Bunny Menra

    It’s true Royal Wedding did capture a bit more interest probably because of the “Love, Wedding & Fairy Tale” emotions attached to it. But the best part is whole nation has come together to celebrate both the events whole heartedly and these two years had been full of parties and celebrations for UK. It’s amazing to see the pride and patriotism displayed nationwide not only on streets but also on digital media.

  • Guest

    Do we know if Twitter has officially released the actual volume of tweets posted during the Diamond Jubilee yet?

  • Nara

    Nice stats! I agree with Bunny…Royal wedding was something like a Fairy Tale. My FB news feed was full of comments/news/pictures of this event and the same with Jubilee. Definitely through Social Media channels such events gain more popularity and unite people from all over the world.

  • Simon

    Some really interesting stats! Especially the Jubilee vs Royal Wedding measures

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