On February 16, 2021, Texas hit a 72-year record low of -2 ° F. Pipes froze, food and water supplies were cut, and widespread power outages left millions with no heating or internet connection.
From initial warnings and warnings to disaster relief and community responses, Twitter played an invaluable role in keeping the public connected during this time of uncertainty. People from Texas and beyond turned to the platform to share resources, raise funds, and rally around the community while they weathered the worst storm.
These tweets show more than just support. They generate a wealth of social data that can be used to understand how we will respond to future natural disasters. Twitter’s newly launched #ExtremeWeather project is breaking down these findings, using the data from Sprout Social.
“Sprout Social’s listening tool enables users to turn the rich, ongoing conversations on Twitter into meaningful data and insights,” said Lauren Jenkins, senior program manager, Twitter. “Such user-friendly, sophisticated data analysis is a hallmark of Sprout’s product and one of the reasons we are so looking forward to further innovation together.”
Check out the #ExtremeWeather project
Understand the #TexasFreeze with social listening
Twitter’s #ExtremeWeather project examines the platform’s role in responding to natural disasters and extreme weather events. To better understand how the 2021 winter storm played out in Texas, we worked with the Twitter team to analyze tweets sent before, during, and after the height of the crisis.
Using Sprout’s social listening tool, Twitter Developer Design was able to examine I / O conversation trends around three primary hashtags: #TexasFreeze, #TexasPowerOutages, and #TexasSnow. The listening topic gained insights from over 186,000 tweets – with over 625,000 interactions and 825 million impressions – including sentiment information, location-based tweet volume and more.
After reviewing the key keywords and hashtags related to the topic, the design I / O team identified common topics across all conversations. Tweets about infrastructure and climate increased as Texans shared experiences, emotions, and fears. Shortly after images of frozen pipes and cold-numbed sea turtles went viral on the platform, news of the community’s relief efforts increased and many sought ways to help the hungry and displaced.
Let data guide the way to determine your brand’s role in current events
When a crisis hits, Twitter gives the world a chance to help. It is a means of making connections, raising awareness, and giving voice to the voiceless. In addition to acting as a virtual town hall, the platform collects meaningful social data that can be used for retrospective analysis and future decisions.
Social listening is key to understanding the long conversations that take place on Twitter every day. Whether you’re looking for industry insights or want to find out how your business can provide help in the event of an emergency, social listening can turn larger conversations into actionable insights. In times of crisis, these insights can have a significant impact on the real world.
As a member of the official Twitter partnership program, Sprout is proud to present this important social data use case. When our customers connect their Twitter accounts to Sprout Social, they create a connection between Sprout and Twitter that ensures we can deliver maximum value to their business. Together we expand the understanding of the critical value of the social to community organizations and brands alike.
“Sprout Social’s listening tool enables users to turn the rich, ongoing conversations on Twitter into meaningful data and insights,” said Lauren Jenkins, senior program manager, Twitter. “Such user-friendly, sophisticated data analysis is a hallmark of Sprout’s product and one of the reasons we are so looking forward to further innovation together.”
It’s impossible to ignore the power of social media. Twitter is a rich resource for business intelligence that goes beyond everyday social metrics and provides information on crisis communication strategies, community management, and more. To see the full breakdown of #TexasFreeze, as well as the results of other natural disasters, check out Twitter’s #ExtremeWeather report.
A Look Behind the Scenes of Twitter’s #ExtremeWeather Project first appeared on Sprout Social.
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