How the top campaigns fared during the UNGA – we tracked the metrics

In our last blog post we reviewed the media content of two different advocacy campaigns conducted by Oxfam International and Amnesty International.  Both organizations were mobilizing popular support through petitions to influence world leaders in the lead up to the U.N. Summit on Refugees and Migrants and the Leaders Summit on Refugees at this year’s U.N. General Assembly.  

Amnesty International’s campaign was organized around the hashtag #iwelcome and secured over 19,000 signatures.  Oxfam’s campaign was organized around the hashtag #standasone and secured well over 80,000 signatures.

Using Keyhole the real-time hashtag tracker for Twitter, Instagram and Facebook we were able to look at several metrics for each of the campaigns.  We had Keyhole run seven day reports from September 15th to September 22nd, covering trends such as reach, impressions, sentiments and share of posts.  This is what we found:

Amnesty International – #iwelcome

screen-shot-2016-09-22-at-9-42-46-am

During the seven day period there were 1,341 posts by 946 users.  The #iwelcome hashtag campaign had a “Reach” of 5,214,462 and “Impressions” of just over 25 million (‘Impressions’ being the number of times a post was displayed and ‘Reach’ the number of times people received a post). The number of posts peaked at 87 on September 19th the day of the U.N. Summit on Refugees and Migrants.  In the days leading up to the summits the hashtag use was relatively minimal.  

 

#iwelcome Share of Posts

screen-shot-2016-09-22-at-9-39-44-am

In terms of how content with #iwelcome was shared, 28.8% came from original posts, 66.1% from retweets and 5.1% were replies to either original or retweeted posts.

 

#iwelcome Sentiment Score

screen-shot-2016-09-22-at-9-40-14-am

The sentiment score generated by Keyhole is calculated using only the positive and negative sentiment values omitting the neutral scores.  According to Keyhole’s standard of measurement the sentiment score for the Amnesty International campaign was positively received and shared.    The overall score for the #iwelcome campaign was 61.

 

Oxfam International – #standasone

screen-shot-2016-09-22-at-9-41-43-am

Over the same time period the #standasone campaign saw a slightly higher number of posts at 1,464 (vs. 1,341) by a slightly higher number of users 959 (vs. 946).  Overall the campaign had a ’Reach’ of 5,546,908 and 40,063,369 ‘Impressions’.  While both campaigns reached roughtly the same amount people on average those same people received almost twice as many impressions of the Oxfam international campaign.

 

#standasone Share of Posts

screen-shot-2016-09-22-at-9-42-00-am

In terms of how content with #standasone was shared, 34.1% came from original posts, 64.7% from retweets and 1.23% were replies to either original or retweeted posts.

 

#standasone Sentiment Score

screen-shot-2016-09-22-at-9-42-08-am

The sentiment score generated by Keyhole is calculated using only the positive and negative sentiment values omitting the neutral scores.  According to Keyhole’s standard of measurement the sentiment score for the Oxfam International campaign was slightly more positive than negative. The overall score for the #iwelcome campaign was 52.

Overall the campaigns appeared successful across twitter reaching over 10 million people and mobilizing 100,000 users to sign petitions asking world leaders to take action for refugees.  

 

Interesting Media Events at the UNGA

During the UNGA we discovered two innovative media events that we liked.  

The first was by Shared Studios, which had set up one of their digital portals, which allows a user in one place in the world to connect with a user in another part of the world via immersive audio video technology.  The UN Portal in New York City was connected to a portal in Erbil, Iraq.  Photos from the portal experience can be found here.

Thanks @unicef Ambassador @mcgregor_ewan for visiting the #UNPortal & speaking with your young friend Myrna at the #ErbilPortal! @sdgaction @unitednations @unicef_iraq @unicefusa @unicef_uk #UNGA #UNSummit4RefugeesMigrants #IDPs #refugees #Iraq #PortalScreen #portal #publicart #gold #immersion #nyc #virtualexchanges

A photo posted by Shared__Studios (@sharedstudios) on

Leading up to the general assembly UNICEF invited illustrators the world over to join their #illustrators4children campaign.  The organization asked illustrators to submit artwork inspired by the question,  “What is your wish for refugee and migrant children?”.  You can read about the campaign and see some of the artwork here.

HUGE thanks to everyone who joined #Illustrators4Children! Over the past few days artists and people from all over the world have come together for children in inspiring ways. The message to world leaders currently meeting at the United Nations General Assembly is clear: Not refugee children. Not migrant children. They’re #childrenfirst. Thanks @mikelaprevost for this beautiful piece!

A photo posted by UNICEF (@unicef) on

By Dave Thatcher

Dave is currently a student Metropolitan State University of Denver focusing on convergent journalism and multimedia advocacy studies. He has a strong interest in emerging digital storytelling techniques and new ways to achieve audience engagement and social impact through multimedia. Prior to his multimedia studies, Dave spent several years working in the field of refugee resettlement in the United States. Additionally he worked abroad in Sub-Saharan Africa as protections specialist for human rights defenders. In his spare time, Dave can be found wandering the winding streets of Istanbul in search of the perfect cup of coffee.

Leave a comment

Your email address will not be published.