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Anna Hazare “August Kranti” on Facebook

Case Study by Sandeep Amar

Mr. Anna Hazare’s anti-corruption fast was planned for 16 th August, 2011. He was arrested on the morning of 16 th August and sent to Tihar Jail on the same day. This was the day on which traction started on the Facebook page related to this movement facebook.com/IndiACor(data for 16 th August,2011):

1. 17.8 million page impressions for news feed

2. 209194 active users

3. 28108 new likes

4. 159053 likes of news feed

5. 35041 comments

These numbers grew as Mr. Hazare was later released and continued his epic fast at Ram Lila Maidan in Central Delhi. As the days passed by, active users count kept rising and reached the peak on 27 th of August, 2011 when government agreed to the demands of Mr. Hazare and the fast was ended (data for 27 th August, 2011):

1. 25 million page impressions for news feed

2. 280017 active users

3. 530683 active users for last seven days

4. 168209 likes of news feed

5. 28294 comments

As the entire nation stood up with Mr. Hazare and team, Indian users on Facebook were on fire. For the entire period of the movement which can be considered from 14 th August to 31 st August, 2011 the numbers were mind blowing:

1. 304 million page impressions for news feed

2. 1.9 million likes of news feed

3. 0.33 million comments

4. 4.3 million active users(non-unique)

These numbers were unprecedented for a 16 day period for Facebook in the world. And this is just the data for the IndiACor page, the protest was widespread on Facebook and that engagement was 10 times bigger than the data we have.

For the whole August month as per booshaka.com, IndiACor page got 3.3 million booshaka points. This made it the leader among almost all the Facebook pages in the world for August’11. IndiACor was ahead of Facebook pages for Manchester United, WWE, Joyce Meyer ministries, Cristiano Ronaldo and Barack Obama.

Another good metric to judge engagement in Facebook is EdgeRank. EdgeRank is a collection of algorithms which define the likelihood of reaching (or doing well) of

Facebook page updates on fans newsfeed. The EdgeRank score for IndiACor was 23 for the entire month of August, which is more than “excellent” as per edgerankchecker.com definitions. The score for September-2011 was 21, which continued to be excellent.

Below is drill-down of the data to understand and appreciate the kind of engagement IndiACor was able to generate during the anti-corruption campaign:

Trend of post views from 14 th August, 2011 to 27 th August, 2011(when the fast closure was announced):

30000000

25000000

20000000

15000000

10000000

5000000

0

8- 14- 11 8- 8- 15- 11 16- 11 8- 8- 17- 11 18- 11
8-
14- 11
8-
8-
15- 11
16- 11
8-
8-
17- 11
18- 11
8-
8-
19- 11
20- 11
8-
21- 11
8-
8-
22- 11
23- 11
8-
24- 11
8-
25- 11
8-
8-
26- 11
27- 11

The total post views for the period was around 300 million.

Trend of Likes of posts from 14 th August, 2011 to 27 th August, 2011(when the fast closure was announced):

180000 160000 140000 120000 100000 80000 60000 40000 20000 0 8- 14- 11 8- 8-
180000
160000
140000
120000
100000
80000
60000
40000
20000
0
8-
14- 11
8-
8-
15- 11
16- 11
8-
8-
17- 11
18- 11
8-
8-
19- 11
20- 11
8-
21- 11
8-
22- 11
8-
23- 11
8-
8-
24- 11
25- 11
8-
8-
26- 11
27- 11

The total Likes for the period was around 1.8 million.

Trend of comments on posts from 14 th August, 2011 to 27 th August, 2011(when the fast closure was announced):

40000

35000

30000

25000

20000

15000

10000

5000

0

8- 14- 11 8- 15- 11 8- 8- 16- 11 17- 11 8- 18- 11
8-
14- 11
8-
15- 11
8-
8-
16- 11
17- 11
8-
18- 11
8-
8-
19- 11
20- 11
8-
21- 11
8-
22- 11
8-
23- 11
8-
8-
24- 11
25- 11
8-
26- 11
8-
27- 11

The total comments for the period was around 0.32 million.

Trend of Enagement on Likes of posts (average Like/post/day) from 14 th August, 2011 to 27 th August, 2011(when the fast closure was announced):

900 800 700 600 500 400 300 200 100 0
900
800
700
600
500
400
300
200
100
0

The highest average was for 27 th August with average of 786 likes per post for that day. For the entire period the average number of likes per post was 536, which means there were an average of 536 likes on each post made by IndiACor. As the total number of posts was 7501, 536 likes per post is an amazing average.

Trend of weekly active users from 14 th August, 2011 to 27 th August, 2011(when the fast closure was announced):

600000

500000

400000

300000

200000

100000

0

8- 14- 11 8- 15- 11 8- 8- 16- 11 17- 11 8- 8- 18-
8-
14- 11
8-
15- 11
8-
8-
16- 11
17- 11
8-
8-
18- 11
19- 11
8-
20- 11
8-
8-
21- 11
22- 11
8-
23- 11
8-
8-
24- 11
25- 11
8-
26- 11
8-
27- 11

As the Indian citizens came out in the streets, Facebook active users hit a peak of over 0.5 million users. These are just the users affiliated to IndiACor page, but the protest was much larger on Facebook and may have hit over 10 million users joining the protest in one way or another on Facebook.

Break-up of likes percentage based on countries:

2 7 5 86
2
7 5
86

IN2 7 5 86 US GB Others

US2 7 5 86 IN GB Others

GB2 7 5 86 IN US Others

Others2 7 5 86 IN US GB

The majority of likes are from India (86%) followed by US (7%).

Break-up of likes percentage based on cities in India:

2.7 2.8 12.5 35.2 25.0 21.9
2.7
2.8 12.5
35.2
25.0
21.9

mumbai2.7 2.8 12.5 35.2 25.0 21.9 bangalore delhi chennai hyderabad Others

bangalore2.7 2.8 12.5 35.2 25.0 21.9 mumbai delhi chennai hyderabad Others

delhi2.7 2.8 12.5 35.2 25.0 21.9 mumbai bangalore chennai hyderabad Others

chennai2.7 2.8 12.5 35.2 25.0 21.9 mumbai bangalore delhi hyderabad Others

hyderabad2.7 2.8 12.5 35.2 25.0 21.9 mumbai bangalore delhi chennai Others

Others2.7 2.8 12.5 35.2 25.0 21.9 mumbai bangalore delhi chennai hyderabad

The likes are lead by Mumbai(35%) followed by Delhi(25%) and Bangalore(22%).

Break-up of likes percentage based on demographics:

2 2 2 M.18- 24 3 5 M.25- 34 6 35 F.18- 24 7 F.25-
2
2 2
M.18-
24
3
5
M.25-
34
6
35
F.18-
24
7
F.25-
34
M.35-
44
11
M.13-
17
F.13-
17
27
F.35-
44
M.45-
54
Others

The data concurs with Mr. Hazare and team’s claim of youth being the main driver of the campaign. 53% of likes were driven by users under the age of 25.

The movement categorized by many as the “second struggle for independence” was truly an awakening for the entire nation. As most of the citizens contributed in their own ways some people reached Ram Lila Maidan, some people joined protests on streets and some people came out and offered to get arrested. Similarly Indian users on Facebook followed IndiACor - they shared, liked and commented on posts from IndiACor, from news sites, from other users and participated in this momentus campaign.

A big section of news media agreed that social media played a big role in promoting the movement. Especially when Mr. Hazare was being moved from one police station to another the updates from social media guided protesters to reach at the right locations. The government claimed that the protest is driven by the Facebook and Twitter generation and no one will come on the street. Well, they were wrong from Facebook to Twitter to India Gate to Ram Lila maidan people reached out everywhere to stand up against corruption.

Sandeep Amar Head - Marketing, Audience and Sales strategy for Times internet limited

For more details about the Indiacor facebook page please contact Shivendra S. Chauhan

@ 9971900424 or Ankit Lal @ 9958109849