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Zika: A Social Media Conversation Timeline

The Olympics are over. Performances and athletic drama may have ended, but a concerning public health issue endures: the Zika Virus became mainstream news prior to the Games, and traveled quickly through social media. Zika became a major topic of conversation on the world stage in Río, and it continues.

As social data zealots, we wanted to widely monitor the Zika topic and examine the effect of the Olympic Games on this conversation in real time. We leveraged Social Listening by Simply Measured, allowing us to widely monitor “Zika Virus” as a topic and zoom in on areas of interest through a dynamic dashboard.

We looked for correlations in the aggregate data and aligned trends with specific events, supported by conversational analysis from Simply Measured.

Here is the timeline of major conversational events around Zika we found on social.

The Timeline

Here are the volume of mentions around Zika in 2016 to date: 

YtD_enhanced_ChartThe first social activity appeared in early 2016, as Zika “arrived” in the mainstream media. A decline in March exhibited expected news cycle behavior. Volume stabilized…until summer, just in time for the Olympics. You can see this increased volume of activity between May and August 2016 right here: 

Zika Chart 2Now let’s zoom in to examine the peaks of interest and conversation around Zika.

June 22

Summer and Zika themes combine with activity by influencers like The New York Times, Washington Post, CDC, and CNN. Common themes are summer prevention and possible vaccine development:

2016.08_Vaccine_v_no_Screen Shot 2016-08-19 at 11.03.33 AMSocial comments were driven strongly by Retweets and @Replies from CNN International’s 5.2million+ followers:

The speed of communication around the topic is evidenced by the almost conflicting tweet from the CDC, which also operated a chat with their 672k+ followers, using #SaludTues: 

June 28

Several media outlets report world’s top golfer, Jason Day’s decision to not attend Olympics due to Zika.

Conversation gains an additional 6.5k+ mentions. Engaging Instagram video from Kelly Ripa’s 903k followers help fan the flames.

IG_LiveWKelly_Screen Shot 2016-08-22 at 12.42.09 PM (1)

#😂 #🌿 #LiveKelly #AndersonCooper #Doctor #PoisonIvy #Zika #Summer

A post shared by LIVE with Kelly and Ryan (@livekellyandryan) on

July 15

Congressional recess begins for House Representatives. Numerous posts contribute to political and polarizing conversation.

Sentiment_Screen Shot 2016-08-22 at 12.57.26 PMNegative sentiment for this “Congress” theme of Zika topic is evident, at 35.2%.

July 28

WH_Screen Shot 2016-08-22 at 1.11.07 PMThe White House’s 2.9 million followers contributed 31.5K interactions to this serious address, which springboarded into the next day…

July 29

The White House’s post, and CNN and ABC reports about the “first case of Zika Virus in the continental USgenerate a huge amount of conversation on social. Influencers “worldstar” (Instagram) and “senatorsanders” (Facebook) lead interactions for a combined 27k, creating the highest conversation volume since February. 

US_soil_2x_Screen Shot 2016-08-22 at 1.19.16 PMAugust 3-5

 Data indicates the highest volume in six months, at 73.4k mentions. Influencers are widespread, as the topic tips into a hot domestic issue. Over 18% of the conversation includes “States”. Major Zika-related conversation generators that occur in this time period: 

August 8-21

  • August 21st:  The Olympics conclude. 

What We Learned

Social Listening data suggests that Zika and the Olympic Games were often mentioned together, helping accelerate Zika as a strong top-of-mind issue around the world. The Zika topic was at its highest volume immediately before the Games, and continued directly into overlapping news, including coverage of attendance, competition, and sportsmanship.

Want a demo of Social Listening by Simply Measured to see how the Zika conversation or other macro trends may be affecting your brand? Go here. 

Ryan Freeman

Ryan Freeman is an Enterprise Customer Success Manager at Simply Measured and a former NCAA Swimmer/Biology Major, who quit the sport because of Michael Phelps. He has a passion for social data.

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