Analyzing the social soundtrack from second screens before, during, and after Real-life events

Abstract

The integration of social media technologies with second screen devices facilitates the social interaction concerning online broadcasted media events that we refer to as the social soundtrack. For this research, we assess the change of Super Bowl 2015 related conversations on various social media platforms, namely Twitter, Instagram and Tumblr via categories (commercials, musicals and game) for three phases (Pre, During, and Post). We execute statistical analysis on more than 3,000,000, 800,000 and 50,000 comments from Twitter, Instagram and Tumblr, respectively. We classify the principal phase and category of interaction across all three social media platforms. We additionally investigate the major changes in second screen conservations within the social soundtrack across the categories and phases on all three social network platforms. The research results show that phase-category relationship exists for all three social media platforms. The results find the During phase as the predominant one for all three categories on social media platforms, with the exception of Twitter. The research results are important in identifying the influence of second screens on social soundtrack conversations in terms of sharing of information.