Published on April 26, 2014
! of !1 15 ! ! ! ! ! ! ! Prepared by Mengyu Chen April 18, 2014 ! FASHION IN MOTION: HEALTH, SPORTS, FITNESS AND FASHION 2014 NEWHOUSE FASHION SHOW Social Media Analysis Report
! of !2 15 REPORT SUMMARY ! Background On Friday, April 4, 2014, more than 300 people attend Newhouse School’s annual fashion show at Syracuse University. I worked as a photographer taking photos of the fashion show backstage (see Appendix). ! Each year the show picks a critical and trending topic that is being discussed in mass media. This year the theme of the fashion show is "Fashion in Motion: Health, Sports, Fitness and Fashion”. I made the “Fitness Fashion from 1900s to 2000s” video to show audiences how ﬁtness clothes looked in the past century to kick off the show. ! Additionally, I used Hashtracking to follow #NHfashion2014, #Covermoment and #bombshelling from April 4, 2014 to April 18, 2014 and analyzed the results. ! Social Media Objective Everyone working for or attending the fashion show was encouraged to tweet or post content on social media about the show. #NHfashion2014 is the hashtag we chose to increase awareness of the show. Since all models’ makeup is sponsored by Covergirl, our social media team also encouraged people using the Covergirl brand’s hashtag #covermoment and #bombshelling to help promote the Covergirl brand. ! Example: #Covergirl sponsored makeup for the #NHfashion2014 show. Check out our #covermoment. ! ! ! ! ! ! ! ! ! FASHION IN MOTION: HEALTH, SPORTS, FITNESS AND FASHION
! of !3 15 Social Media Analysis Results Highlights #NHfashion2014 ( Time period: April 4 to April 6 ) • 398 tweets used #NHfashion2014. • The total possible number of times someone could have viewed these 398 tweets was 837,039. #covermoment ( Time period: April 4 to April 18 ) • The peak use of #covermoment was Friday, 7pm, the same time the fashion show started. • #NHfashion2014 is the other top hashtag. • Four of the top ﬁve contributors were from Syracuse University. #bombshelling ( Time period: April 4 to April 18 ) • #NHfashion2014 and #nhfashionshow were the other top hashtags. • Two of the top three on the most popular list are from Syracuse University. ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! FASHION IN MOTION: HEALTH, SPORTS, FITNESS AND FASHION
! of !4 15 ANALYSIS REPORT ! #NHFASHION2014 Overview I used Hashtracking to track the #NHfashion2014 during the weekend of April 4 to April 6, which was when the show happened. The number of tweets use #NHfashion2014 was 398, with 192 original tweets (48% of the total tweets) and 190 retweets. ! The total possible number of times someone could have viewed these 398 tweets was 837,039. ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! FASHION IN MOTION: HEALTH, SPORTS, FITNESS AND FASHION
! of !5 15 ! Peak Use The peak use time of #NHfashion2014 was at 7:00 pm on the day of the fashion show, the same time the fashion show started. 342 tweets (86% of the total 398 tweets), which contain #NHfashion2014, were being tweeted between 7pm to 8pm. ! ! ! ! ! ! ! ! ! ! ! Other Hashtags #Covermoment and #Bombshelling were two of the other top hashtags among all 398 tweets using #NHfashion2014. 14% of total 398 tweets used #covermoment. 15 tweets used #covergirlmoment. If #covergirlmoment is a typo of #covermoment, 17% of 398 tweets were related to Covergirl brand. 12% of total tweets used #bombshelling. ! ! ! FASHION IN MOTION: HEALTH, SPORTS, FITNESS AND FASHION
! of !6 15 Media Only 21% of the tweets using #NHfashion2014 contained media. Tweets with image links got twice the engagement rate of those without (Cooper, 2013). Next year, we should encourage people to tweet with images or other media. ! ! ! ! ! ! Most Tweets Most tweets list ranks contributors by the number of times they tweeted with the hashtag during the time period the tag was being tracked(hashtracking, 2014). ! Syracuse University Professor Tula Goenka and two other Syracuse University students were the top three contributors on the most tweets. ! ! ! ! FASHION IN MOTION: HEALTH, SPORTS, FITNESS AND FASHION
! of !7 15 #COVERMOMENT Overview In the graph, the blue line shows how many tweets using #covermoment during the past two weeks after the show happened, including the day of show. The green line shows the time of the deliveries. ! The blue line reached its peak on April 4, the day of the fashion show. ! ! Peak Use The peak #covermoment using time was Friday, 7pm, the same time the fashion show started. ! ! ! ! ! ! ! ! ! ! !
! of !8 15 Other Hashtags Among all the 364 tweets using #Covermoment, 277 tweets contained other hashtags. #nhfashion2014 was the other top hashtag. #nhfashionshow and #nhfashionshow2014 were among the list of the most-tweeted hashtags. This means that in the past two weeks, at least 60 of the 364 using #covermoment, 16.5% of total tweets, were related to the Newhouse school fashion show. ! ! ! ! ! Most Tweets Among top ﬁve contributors on the list, four of them were from Syracuse University. ! ! ! ! ! ! ! ! ! Screenshot from #Covermoment hashtag tracking report 4/4/2014-4/18/2014 Source: hashtagtracking.com Screenshot from #Covermoment hashtag tracking report 4/4/2014-4/18/2014 Source: hashtagtracking.com
! of !9 15 #BOMBSHELLING ! 1585 tweets using #bombshelling in the past two weeks. The blue line shows how many tweets using #bombshelling during the past two weeks after the show happened, including the day of show. There was a huge increase on the day of the fashion show. ! ! ! ! ! Other Hashtags #NHfashion2014 and #nhfashionshow were the top other hashtags during the past two weeks. ! ! ! ! ! ! ! ! ! ! ! ! ! ! !
! of !10 15 Most Popular The Most Popular HashTrack tells the most popular tweeters associated with a Hashtag. The Most Popular list calculates the top contributors in a hashtag as the sum of two numbers: the total number of hashtagged messages directed @ them (@mentions), and the total number of Retweets (RTs) of their content (hashtagtracking, 2014). ! Two of the top three Twitter users who were on the most popular list are from Syracuse University. ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !
! of !11 15 Reference Belle Beth Cooper. (2013, August 19). 10 Surprising New Twitter Stats to Help You Reach More Followers. Retrieved from http://blog.bufferapp.com/10-new-twitter-stats-twitter-statistics-to-help-you-reach-your- followers https://www.hashtracking.com/ ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !
! of !12 15 APPENDIX !12 Photos of Backstage ! !
! of !13 15 ! !
! of !14 15 Cover Girl Photo Shoot Besides encouraging models to do selﬁes and snapshot of the fashion show, I did the Cover Girl photo shoot after the models get their hair and makeup done. The main goal of this is to act as an advertisement for Cover Girl and our fashion show.
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