INFOGRAPHIC:
REVIEW OF THE
HOT TOPICS THAT CAUSED HIGH DIGITAL
SOCIAL ENGAGEMENT IN JANUARY 2022
COLD RADIATORS, HOT NETWORKS AND DJOKOVIC
This INFOGRAPHIC
shows the dynamics of the activity and reactions of the digital media audience, to the current
topics in January 2022. This
report uses data from the platform
Analytics.live of Pikasa agency.
As in the previous period, the "Covid
19 vaccine" topic remains in the focus of the public and incites
significant activity from the digital audiences. Although with a drop of -11%
in the volume of announcements compared to December 2021, the "Covid 19
vaccine" topic in January 2022 caused more than 312k reactions from the
audience, which is an increase of +27% from the previous month.
It is interesting to note that a significant part of the reactions on
the subject of the "Covid19 vaccine" in January, were related to the "Djokovic A.O. incident" topic (~ 53k/17%), due to the Djokovic's
vaccination status controversy. Globally, public reactions to the events in
Melbourne have proved as the major factor in the final court decision of the
case.
The Melbourne drama, as any good drama, developed in three acts, which
sparked major spikes of interest and reaction among domestic audiences, as seen
from the graphic depiction of digital media activity during the saga. The peaks
of domestic audience interest in the fate of the famous tennis player,
dominated over local topics with over 40k reactions to the published texts, and
were "hotter" then the cold radiators and the reactions to the "Central Heating" topic,
which culminated on the day of BEG's public announcement when they reached a
figure of about 23k, and ended the uncertainty about the conditions and
continuation of the heating season.
"The Agreement with
Bulgaria" topic, continuously
holds domestic public attention and causes a number of polarized reactions
among the audience. In January, however, the volume of distributed texts on the
topic had a drop of -12%, and a -7% drop in the total number of reactions,
compared to the previous month. Greater interest in the topic was sparked by
former Foreign Minister Nikola Dimitrov's statement about his colleague Osmani,
as well as the US congresswoman's statement which mentioned a proposal for
sanctions on Bulgaria.
Of the political topics, the "Ukraine-Russia
Conflict" was dramatically emphasized at the end of January, which generated
great interest and +70% growth in published articles and texts on the topic compared
to December, followed by a +162% growth in audience reactions. The greatest
interest and activity of the digital audience was recorded on January 24th,
when a Defense Minister Slavjanka Petrovska issued a statement of support for
the NATO alliance. On that day, reactions to published items on the topic
exceeded 44k, and reached over 18% of the digital audience's total activity.
Since the volume of published items and texts significantly vary for
each of the analyzed topics, it is interesting to compare the relationship
between the numbers of published items on a particular topic, with the number
of reactions they provoked in the audience. This relationship gives us the average number of likes, comments and
sharing of an item on a particular topic.
This number provides an additional perspective of topic’s public
interest and reactions. The following table shows the total number of published
texts as well as the total number of engagements, for each of the analyzed topics.
According to the average number of reactions per
item, it can be concluded that on average, the highest audience activity was initiated
by texts on the topics: "The Agreement with Bulgaria" (on average 54
reactions per item), followed by the "Djokovic AO incident" topic (on
average 52 reactions), and the "Central Heating" topic (on average 43
reactions).
The texts on the topics: "Conflict in Ukraine" and "Covid19
Vaccine", on average caused a significantly lesser number of reactions (33
and 21, respectively).
“Analytics.live” is a digital platform of the Pikasa agency, offering 24/7 integrated
monitoring of digital space, based on algorithms that collect data on a daily
basis from over 2,500 media and social media channels in the Western Balkans
(Macedonia, Albania, Serbia, Montenegro, Kosovo and Bosnia and Herzegovina)
https://pikasa.ai