Australians rank second as global Twittersphere savages Armstrong ...

The Australian public took to Twitter to savage disgraced cyclist Lance Armstrong around his interviews with Oprah Winfrey last week, producing the second highest traffic load on the social media site behind the United States.

Repucom?s social media insights team monitored the worldwide discussion around the Armstrong interview from the build-up through to the outcome of Friday?s concluding interview.

The company reports the one-on-one between Armstrong and Oprah Winfrey, broadcast on the Oprah Winfrey Network, was the subject of 1.9 million individual tweets between January 14 and January 20. Of that, over 25 percent were generated during and directly after the broadcast of the first interview in which Armstrong admitted to cheating in all seven of his Tour de France victories.

In terms of social media exposure, Twitter posts around the interview generated a possible 8.7 billion impressions, or possible individual contacts.

?For many big stars who have succumbed to scandals in the past, the high-profile on-air confession has often been the first step to redemption,? Lynne Anderson, managing director of Repucom Australia and New Zealand, said in a statement.

?However, what is clear from the reaction to the Armstrong interview is that the public are in no mood to forgive and forget on this occasion. His personal brand is heavily tainted and, judging by the tone of the global social media conversation, there?s still an immense amount of anger and disappointment out there that can?t simply be erased.?

Twitter hashtags such as #doprah and #LiveWrong, in reference to the Livestrong Foundation from which Armstrong recently stepped down as head, went viral.

Repucom says an analysis of the word clusters related to Armstrong highlighted the overwhelming negative sentiment with terms such as ?cheat?, ?liar? and ?deceitful? all prominent.

Male social media users were far more active in the discussion than their female counterparts, with 71 percent of posters with an identifiable gender being male.

Repucom says the discussion was global, with people from 152 countries engaged in the Twitter conversation, reporting ?the largest chunk of the global buzz came from the United States, with 585,655 posts written between 14 and 20 January. Armstrong?s home state of Texas accounted for around 40,000 of those. Australia was the second most prominent nation in the social media dialogue with over 128,000 Twitter posts.?

Source: http://sportsbusinessinsider.com.au/news/australians-rank-second-as-global-twittersphere-savages-armstrong-in-oprah-interview/

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