Advocacy Media: Social Equity Translates to Social Lobbying: From Warlord to Most Wanted in Two Days; Shape-lifting a Message Online

WASHINGTON, Mar 9, 2012 /PRNewswire-USNewswire/ -- UPDATE:  Yesterday we reported on the breakdown of the numbers for the online video calling for the capture of Warlord Joseph Kony. Today we have updated our numbers to reflect the video's worldwide dispersion.

Quickly:

• 14.7 million views since March 1
• 19,000 "likes"
• 4,000 blog posts

Notably, while the video had a 96% favorable sentiment yesterday regarding the video, as it has traveled around the world, the public has become slightly more skeptical. Today, the video has garnered a 90% favorability rating, and a 10% unfavorable rating.  Negative conversations discuss general cynicism of the U.S. Government being able to do anything about KONY, and the integrity of the organization.

Highlighting the role of new media in the speed and circulation of news, Twitter leads the Kony2012 discussion by 30.6%, followed by Facebook 23.3%, blogs at 19.5%, and tradition news outlets at 11%.

Age:

Corresponding with the most used news platforms, 71% of those talking are 21-50 year olds, with 27% of under 20 year olds contributing to the discussion.

Geography:

Around the world in two days, the Kony 2012 video has allowed Joseph Kony to become a true international celebrity. Yesterday, March 8th, the majority (54%) of online discussion surrounding this topic was taking place in the U.S.  However, in the past 24 hours, the online momentum has shifted and Europe has begun to pick up the story. At the moment, the U.S. leads discussion with 51%; followed by:
UK - 8%
AUS - 4%
CAN - 6%
GER - 2%

What to Watch For:

In the U.S. – changes in age demographics of those looking and talking.  Expect an increase in older demographics.  Question:  will this translate into greater pressure on elected officials to make statements and/or act?

In Europe – right now, the UK shows the greatest interest.  Will this interest spread to other UE nations and what kind of reaction or response might this elicit in Brussels?

In Australia – at what pace will interest grow and what impact will this have on official statements and policies?

In Asia – relatively low levels of activity.  Will Asia follow the European lead or is this not an issue of great importance there?

And, finally, will mostly U.S. and UK centered interest attract the attention of the UN?

Following such a rapidly developing story with cutting edge social media measuring tools creates an interesting and active issue environment. 

No longer limited by time and space constraints, Facebook, Twitter and other social platforms are clearly the vehicles for building international awareness.

About our methodology: To reach this result, social media discussion was analyzed in online communities, sites, Facebook pages and Twitter, as well as in message boards and in the blogosphere. Approximately 50,000 sample discussions were pulled about the situation that took place during the time period of March 1 - 9, 2012. While approximately 90% support the campaign, 10% were unfavorable.

About Advocacy Media
Advocacy Media is an online issue and brand promotion agency. A full-service digital grassroots marketing firm, Advocacy Media uses the power of the Internet to give clients a competitive advantage online, while safeguarding their brands from the effects of negative perceptions and attacks online. Advocacy Media was founded by the strategic communications firm, Weber Merritt. Jon Tilton is Advocacy Media's General Manager. Advocacy Media is headquartered in Alexandria, VA. To learn more about Advocacy Media, please visit www.advocacymedia.com or reach us for interviews at 703-299-2600.

SOURCE Advocacy Media