Don’t blame this one on Black Twitter, you guys.
Among the massive use of the social platform last night during NBC’s production of “The Wiz Live!,” a pretty ugly side conversation swept the Twittersphere.
From 8-11 p.m. ET, 19,098 tweets mentioned “All-Black” and 14,076 tweets were generated around the term “All-White,” per Amobee Brand Intelligence. Worse yet, there were 21,357 tweets surrounding the word “Racist,” marking an increase of 74 percent from the immediately preceding three-hour time period.
Ugh.
It wasn’t all negative on live-snarking’s social medium of choice, though. The research company found that just 2 percent of tweets about star Shanice Williams were negative, while 32 percent were positive. Sixty-six percent were neutral.
And general Twitter sentiment surrounding the well-reviewed show and early ratings hit (read the very preliminary Nielsen numbers here) was solid as well. Tweets were deemed to be 30 percent positive, 58 percent neutral, and 13 percent negative. In other words, Twitter sentiment surrounding the overall broadcast was 133 percent more positive than negative.
Official Nielsen TV Twitter stats will be available later this morning, when TheWrap will post totals of both tweets and authors.
Amobee Brand Intelligence analyzes digital content engagement across more than 600,000 sites across mobile, video, web and social.