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What is Fizziology?
Fizziology uses real-time information from the world's largest, fastest, most honest focus group social media to provide meaningful business intelligence. ! ! Using a proprietary system, Fizziology monitors social media buzz from Facebook, Twitter and blogs in a variety of industries. Real people not automated keyword searches read a statistically relevant sample of the social media chatter to grade sentiment, spot trends, and identify what is driving the conversation.! ! For the history of consumer research, data was collected by asking opinions, Now with social media, research can be conducted by curating opinions. !
Introduction
The following is analysis of the social conversation around the Orlando Magic, specifically looking at fan sentiment towards the possible Dwight Howard trade. Fizziology looked at two points over the last 10 weeks to understand how the social conversation and fan sentiment has changed towards the Magic and the trading of their all-star, Dwight Howard. The three dates in which Fizziology analyzed the social conversation around the Orlando Magic were: December 10: Dwight Howard confirms trade request January 9th: Rumors of Dwight Howard re-thinking trade, also a mid-point for this longitudinal analysis.
22570 17063 8812 4152 3949 1949 10118 5274 9280 14399 7187 8132 7084
Neutral 75%
The conversation towards Dwight Howards trade question was considerably negative towards the Orlando Magic. Fans communicated their discontent by blaming ownership (Sample: Otis Smith... this is all on your shoulders. Should have surrounded Howard with legit players Not Hedos) . With the thought of losing their star player, and questionably, the franchises best player since Shaquille ONeal, many fans began to question their allegiance to the franchise (Sample: dwight howard of my orlando magic formally asked for a trade. i now find myself wanting to switch teams). Casual NBA fans also chimed in towards the trade request, expressing their opinion on the Magic and their current sitatuaion (Sample: Damn sad case for orlando magic. No ppl like that team.) However, positive fan sentiment wasnt completely absent in the conversation. Diehard Orlando Magic fans advocated for their city and team (Sample: Players come and go but I will always be here as an #Orlando #magicfan @DwightHoward), while other Magic fans showed their distaste for the star player (Sample: Congrats to having no loyalty to the town of Orlando or to any of the Magic fans @DwightHoward. What a joke. #MAGIC)
11819
10218 7051
3978
3361
44%
Neutral 63%
At this point in the season, the conversation surrounding Dwight Howard and a possible trade is beginning to annoy fans who are tired of the same headlines (Sample: Hey @Orlando_Magic can you just trade Dwight and get it over with tried of the story!). With the NBA All-Star game in Orlando this year, many understand the negative effect of a non-Magic Dwight Howard returning to the city for the event, but are communicating more maturely on the situation. (Sample: Magic can't allow sight of Dwight in another jersey at Orlando's All-Star Game stop them from make a deal). This sentiment was shared in the social conversation, and provides evidence at this point that Magic fans, although tired of the situation, have made strides in accepting the departure of the All-Star and now want fair and equal value for Howard. Positive sentiment towards the Magic has increased, but at this time of analysis it can be attributed to the teams current play, as the Magic had a record of 10-3 (Sample: my boys did work tonight! #orlandomagic).
8
17%
5%
79%
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