On Black Tuesday our nation and citizens stood together offline as well as online to oppose the Secrecy Bill in South Africa. Not only did people take to the streets, they also took to their social media profiles to voice their opinion and share their thoughts. saidWot captured for 10 days what happened online and how people used their social media influence to get their opinion across.

1. Black Tuesday
A saidWot Case Study
21 – 30 November 2011

2. How one bill can move a nation

3. Facts & Figures
This Case Study is based on all comments received from the 21st of
November until the 30th of November 2011.
It is based on English comments from around the world and
from all online media sources available.
This case study was compiled to showcase the impact of the Digital
Space.
If you would like us to do this for your brand or for something you are
passionate about, please contact us:
www.saidwot.com | infosa@saidwot.com

4. How many people were talking?
In just 10 days, over
18 000 people were talking
about Black Tuesday online,
reaching a total of 586 415
270 people.

5. What was said?

6. Where did the conversation take place?
16 920 comments
posted on Social
Media Platforms
622 articles posted on
Websites and 224
articles on News Sites
66 Blog posts
10 discussions on
Forums
And 9 Wiki articles

7. Where in the social media landscape?
0.59%
86.38%
0.21%
0.39%
Keep in mind that most people have set their privacy settings on Facebook to
‘friends only’. These comments cannot be monitored or tracked.

8. Who was talking?
@Abramjee was the top tweeter, both in tweets as
well as reach.
His 281 tweets were worth R 357 038.60.

9. Other top tweeters
By number of tweets
By number of followers

10. Influential individuals
Celebrities, politicians, brands, and news sources got
involved.

11. Citizens
The majority of people that voiced their opinion have less
than 100 followers.

12. The press
On average, the top sites posted 20 Articles regarding Black
Tuesday.
Mail & Guardian tops the list with 51 articles in 10 days.

13. Who was listening?

14. How much was it worth?
586 415 270 people were exposed to comments and
opinions about Black Tuesday
In marketing terms, this translates to R117 283 054
worth of free advertising.

15. Geography
Black Tuesday was discussed world wide, although the
majority of the comments originated from South Arica.

16. Geography
Most South Africans do not state their specific location within the
country.
The majority of those who do, were from Johannesburg.

17. Detractors
Commentary was negative,
although news articles provided mainly factual information

18. Censorship
Brands shared their opinions in a creative manner, hereby generating
attention for the cause.

19. Hashtags
The hashtag
#BlackTuesday
was used 6655 times.
The hashtag #POIB
was used 5320 times.
“Secrecy Bill” was
mentioned 5142 times.

20. More information
This case study highlights the trends as identified in the analysis of
the data around Black Tuesday.
If you would like us to share the remainder of the analysis, as well
as the extensive tracking on this topic with you, please feel free to
contact us.
Additionally, for any demo accounts, queries or requests for
information, please don’t hesitate to contact us on the below
information.
South Africa: United States:
Tel: +27 11 021 8738 Tel: +00 (1) 704 450 2403
Email: infosa@saidwot.com Email: infous@saidwot.com
Web: www.saidwot.com