Web 2.0 is about harnessing the potential of the Internet in a more collaborative and peer-to-peer manner with emphasis on social interaction.

« Global Football/Soccer Transfers: A Social Network Analysis perspective | Main | Network Analysis of Drugs and their Active Ingredients »

How the Olympic Games are being Tweeted

The Olympic Games is the largest sporting spectacle of the planet. The games have come a long way from the ancient Olympic Games which were held in Olympia, Greece during the 8th century BC to the 4th century AD to the ongoing London 2012 games. The London games have attracted participation from 205 countries and over 10,500 athletes. The games started on 27 July and will continue until 12 August 2012. According to The Economist, the British government's budget for the games has risen to £9.3 billion ($14.5 billion) from an initial estimate of £2.4 billion. The eleven global partners of the games are Acer, Atos, Coca-Cola, Dow, General Electric, McDonald's, Omega, Panasonic, Procter & Gamble, Samsung, Visa. In addition there are the Olympic Partners, Olympic supporters and Olympic Providers and suppliers (see http://www.guardian.co.uk/sport/datablog/2012/jul/19/london-2012-olympic-sponsors-list). Given the global nature of the games and the large sums spent by the sponsors, it will be interesting to understand and analyse the ground level interest and support towards the games. Since social media is proxy for end user behaviour, we set out to understand the world's social media behavior during the largest sporting event. We collected Twitter data with the hash tags #olympics, london olympics, londonolympics, olympics2012. The data was obtained from the Twitter data aggregator 140kit (www.140kit.com).

A sample of 43,048 tweets across 27,683 users were collected between July 29th and July 31st. The table below lists the overall statistics of the top fifteen measures with regard to language, source application from where the Tweet originated, location and hashtag. The network graph was created of the entire network of users who retweeted as well as mentioned one another. In the dataset, there were 16,444 nodes and 15,233 edges. There were 16,190 retweets, 274 mentions, 916 average followers, 368 average friends and 135 average favourites. The figure below gives the network graph of the network of users. The network graph was created using Gephi.

 

Overall Statistics

 

Language 

Number of Users 

Source Application 

Number of Users 

Location 

Number 

Hashtag 

Number of Users 

English

41622

web

9220

Empty Field

8399

#olympics

43130

Spanish

347

Twitter for iPhone

7867

london

1759

#london2012

4732

French

202

Mobile Web

5130

UK

425

#teamGB

1112

Dutch

168

Twitter for Android

4909

England

268

#openingceremony

968

Japanese

134

Twitter for BlackBerry

4206

Australia

247

#London

675

German

117

TweetDeck

1686

Manchester

226

#teamUSA

641

Italian

109

Instagram

1520

London, UK

211

#USA

629

Portuguese

78

Echofon

1388

Sydney, Australia

201

#gymnastics

609

Russian

74

Twitter for iPad

994

Sydney

189

#cycling

511

Turkish

36

HootSuite

719

india

180

#basketball

485

Indonesian

35

UberSocial for BlackBerry

528

Melbourne

178

#swimming

446

da

19

txt

526

Melbourne, Australia

166

#equestrian

279

Korean

17

Tweetbot for iOS

425

Ames, UK

157

#rowing

264

Swedish

16

TweetCaster for Android

369

Spain

118

#archery

262

msa

16

Tweet Button

304

Los Angeles

115

#judo

246

 

 

Network Graph 

 

 

 

Network.png

 

 

English was the language of choice for people tweeting about the games, making up about 97% of the sample. Spanish and French took silver and bronze respectively. Web based Tweets constituted about 23% of the total tweets followed by iPhone (20%), Mobile Web (13%), Android (12%), Blackberry (11%), followed by the rest. This indicates that more people were tweeting about the Olympic Games on the go than from home or work. Following a global trend, most users have not revealed their location and where the user location is mentioned, London leads the list. Analysing the hashtags used reveals that gymnastics is the most popular sport followed by cycling, basketball, swimming, equestrian, rowing, archery and judo. Finally Team Great Britain seems to be the most popular team. Are the Olympics really a global phenomenon when we examine it from the perspective of social media mentions? The initial results show concentration across the US, Europe and Australia. We will come back to the same analysis once more post the conclusion of the games.

 

Jai Ganesh

Sheera L. Gendzel, MBA Candidate, ESADE Business School 

 

Comments

Impeccable Analysis

Post a comment

(If you haven't left a comment here before, you may need to be approved by the site owner before your comment will appear. Until then, it won't appear on the entry. Thanks for waiting.)

Please key in the two words you see in the box to validate your identity as an authentic user and reduce spam.