The SXSW Effect
Ever since the launch of Twitter, the Technorati have talked about the power of SXSW to amplify discussions, product launches and issues – even if just for a few hours.
Today we saw that to great effect with a live video interview with Edward Snowden. No one would argue he has been a hot topic in the media over the past month. So I wanted to see if SXSW would really have a big impact.
Following are the results thanks to a quick search today on Topsy:
Conversation spiked 3x over the previous top Snowden news cycle. Today Snowden hashtags were 1/6th of all SXSW Twitter discussion according to a Sprinklr visualization.
This really shows that for the hottest topics, SXSW is much more than an echo chamber – it amplifies discussions well beyond what they would normally experience on social media. With Snowden – it wasn’t just limited to social, as traditional picked it up.
This isn’t limited to just international celebrities. If you look at the hottest SXSW topic this year – Wearables – they also were amplified significantly.
So yes, the SXSW Effect is still in strong effect. Now it will be up to the brand communicators to make sure it is a lasting effect that delivers business results.
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