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Lots has happened since February (read: Gulf Coast Oil Spill) and the social media sphere has been going crazy with content. Our follow up analysis demonstrates how quickly and drastically the discussion changes with world events. The Gulf oil spill is a terrible disaster indeed. Never before has the news traveled the world as quickly as it has since the proliferation of social media.
Share of Voice
The share of voice in the social media sphere includes blogs, forums, twitter and other social networking sites.
In February, we observed that Exxon dominated BP with 70.6% of the share of voice (left) over the two week period. We also noted that this was not a result of Exxon’s strategy. The share of talk was not guided by strategy as it was community driven.
Over the past few weeks we noticed some drastic shifts in share of voice. BP is now dominating Exxon with 66.4% of the total share (right). Clearly, the shift can be attributed to the news of the Gulf oil spill.
One interesting characteristic remains the same; the share of voice is NOT the result of a proactive strategy implemented by Big Oil. As we mentioned before, BP does have a social media presence but is limited and infrequent. The share of voice is still community driven and was previously unaddressed by BP.
Share of Media Type
The share of media in February was made up primarily of blogs at 59.4% and micro media at 17.0%. Keep in mind that these figures were community driven and remained largely unaddressed by BP. Since the news of the Gulf oil spill broke, the share of media type shifted from blogs (34.8%) to micro media (35.1%). The significance of the shift reminds us of how quickly news goes viral in the social media space. Citizen journalism dominates the news as people want to be heard and become more active around major events.
Our recent review demonstrates that the number of posts ‘explodes’ (pardon the pun) since the announcement of the oil rig failure. One other finding that is consistent with our last review; the news broke on social media before being announced on mainstream media.
Social media is stretching far beyond the citizen journalist. The New York Times reported that the EPA’s administrator, Lisa Jackson, tweeted “Someone said BP must not be let off the hook. I agree,”. Justmeans reported how a non-profit uses social media to track the oil spill fallout.
What is BP doing?
Since the leak erupted, @BP_America has been tweeting feverishly (sarcasm) every few hours. A Facebook page called Deepwater Horizon Response has been started by the Unified Command for the Gulf Coast Deepwater Horizon Oil Spill and features several social media tools like YouTube and Flikr to distribute content. The page is even accepting public suggestions to contain and clean up the spill.
What can I learn from BP?
You tell me. How do you think BP has handled the communications post Gulf Oil Spill? Do you think that any of the fallout could have been mitigated through a proactive social media strategy and participation pre-Gulf Oil Spill?
Let me know what you think.Topics: energy, sustainability SHARE: