1. NTC – Tech Awards 2012
Social Media Listening Summary
Prepared by Leah Mackey on behalf of ACS Advertising, a Xerox Company
Oct. 30, 2012

2. Search Configuration & Summary
A current search for the following keywords returned 832 mentions from May 1, 2012 – Oct. 30, 2012. The search was configured
using the following search set:
• (#techawards2012 OR techawards2012 OR nashtechcouncil) + tech awards
• (nashville tech council OR nash tech council OR nash tech council OR ntc) + (awards OR gala)
Summary of results:
• Majority of content from Twitter
• Majority of conversation occurring the week of the awards, peaking the night of the gala
Searching includes:
• Social Media Channels
• Images & Videos
• Online Mainstream News sites
• Forums & Forum Replies
• Blogs & Blog Comments
• Any site with an active RSS Feed
Filters include:
• Included English language only
• Included U.S.A. and no location disclosure
2 October 30, 2012

3. Total Volume = 832 mentions
Public Facebook
Statuses
7 Blogs
1% 82
10%
News
58
7%
Forums
20
2%
Twitter
665
80%
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4. Conversation Word Cloud
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5. Conversation BuzzGraph
A BuzzGraph shows a visual summary of buzz around the searched query by listing words that appear frequently along with the search query. Association between different
keywords is represented by edges between them which can be bold, simple, or dashed based on the strength of association. Strongly related words, which frequently appear
together, have darker edge between them. The position of a word is not indicative to its relevance or frequency of mention.
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6. Popularity Trend
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7. Sentiment
*Using automated sentiment scoring system
Overall Sentiment
Negative
Neutral / No Sentiment
Positive
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8. Geography
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9. #TechAwards2012
A Deeper Dive on Twitter

10. Twitter Reach
1.5 million impressions from 665 Tweets
Authority Breakdown - shows breakdown of the authority (influence) of the Tweet authors. Tweets are segmented
into ordinary, prominent or influential categories based on their author’s influence.
Mention Type Engagement Level
The # of times a single user tweeted about the subject
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11. Most Authoritative
Top 10 Twitter users with the highest authority who tweeted about the event
1. 6.
2.
7.
3.
8.
4. 9.
5. 10.
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12. Top Sources
Top 12 users who tweeted the most
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13. Twitter Demographics / Geography
Gender Demographics U.S. State Distribution
Analyzing 426 profiles from 665 Twitter results Analyzing 609 profiles from 665 Twitter results
Other
30
5%
Tennessee
579
95%
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14. Popular Tweets
The most retweeted Tweets
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