Dancing dogs and social media analytics

05 December 2012 by Dionne Lackey

Every year, the Royal Variety Performance includes performers from all walks of life. This year was no different. A host of performers showcased their talent at the Royal Albert Hall, in front of The Queen. Girls Aloud, One Direction, Neil Diamond and Robbie Williams, Chinese opera singers, comedians, several dance troops and even a dancing dog all took to the stage.

But, what have dancing dogs got to do with social media analytics you may ask? By using a social media monitoring tool such as Sentiment Metrics, you can quickly identify the successes (and failures, if any) of events. So, we decided to do just that for the 2012 Royal Variety Performance.

We carried out a sentiment analysis, excluding neutral mentions, to see how the show was received on the night it aired on ITV1 as well as the following day. As expected, there was an overwhelming positive response from social media users.

The sentiment chart above shows the breakdown of sentiment on Monday and Tuesday. The host, comedian David Walliams, tweeted a message of thanks to those who congratulated him on presenting a successful show:

84.6% of comments about the night had a positive sentiment. These included mentions about how great the overall show was alongside comments aimed at particular acts:

In comparison, 15.4% of the mentions were negative. Some people didn't hold back when tweeting critical messages:

(Sorry for the offensive language!)

While others ridiculed the audience and acts:

By using the Royal Variety Performance as an example, we wanted to give you a brief insight into how social media monitoring tools and sentiment analysis can quickly help you gauge the tonality of key conversations, issues and trends surrounding your event in real-time. Paws for thought :)

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