A social listening report from Capstone-Intel showed that Taylor Swift’s social media presence in the Philippines has reached 51.6 percent negative mentions but the artist’s social media reach has gotten over 1,296,352,588 in the country.
Capstone-Intel Corporation is a high-impact research company that uses innovative research technologies, tools, and methods to convert data and information into breakthrough insights and actionable intelligence outputs. It is committed to helping its clients solve problems, find solutions, grow markets and constituencies, build reputations, navigate risks, manage crises, and be the country’s leading private research and intelligence agency.
Background
Historical accounts believe that Taylor Swift’s early life was marked by her interest in music, which helped her advance quickly from child theater roles to a noteworthy debut in front of a large audience. When she was 11 years old, she performed “The Star-Spangled Banner” during a Philadelphia 76ers basketball game to demonstrate her vocal abilities. She picked up a guitar the following year and began creating songs, which was a huge turning point in her career.
Swift met seasoned individuals in the recording industry when she signed a developmental deal with RCA Records. In 2004, she signed a songwriting contract with Sony/ATV at the age of 14.
Many of her original tunes were performed during her shows at local Nashville clubs, and it was during one of these shows that record executive Scott Borchetta took notice. Swift was signed by Borchetta to his new Big Machine label after he was struck by her talent. Her first single, “Tim McGraw,” which was heavily influenced by and referenced in the song of her favorite country musician, was released in the summer of 2006 – marking the beginning of Swift’s domination in the music industry.
Not to mention the number of albums spanning from Fearless to Folklore that made Taylor Swift become a significant figure in pop culture, Swift has also made all her world tours successful.
During her Red Tour, the pop sensation last visited the Philippines in June 2014. With this, her fans in the Philippines looked forward to the singer visiting the country to witness another successful leg of her tour in the country.
On June 21, 2023, Swift revealed additional dates for her tour worldwide. Singapore will host the tour’s sole stop in Southeast Asia on March 2–4 and March 7–9 with no Philippines on the roster.
Despite not being included in the roster, Filipino swifties secured a spot in neighboring countries where the pop superstar would visit. In line with this, Capstone-Intel conducted a social listening report about Swift’s online presence in the country ahead of and during her birthday in order to solidify the singer’s popularity in the country.
Recently, Swift has once again made it to the Philippine social media scene following her successful Eras Tour in Tokyo. Despite not being included in the list of Asian countries, several Filipinos and online personalities flocked to Japan to witness the concert.
Additionally, Taylor Swift has come under fire after it appeared in her jubilant Album of the Year acceptance speech that she ignored presenter Céline Dion at Sunday’s Grammy Awards. Her attendance was particularly noteworthy because it was the French-Canadian singer’s first public appearance since she disclosed that she had been given a Stiff-Person Syndrome diagnosis in 2022.
Methodology
Capstone-Intel Corp. examined the online presence of Taylor Swift in the country as a topic of discussion for over a month, from January 14 to February 14, 2024, by utilizing all publicly accessible posts from social and non-social media platforms in order to gather the sentiments of the public about the superstar.
Facebook Performance
Capstone-Intel found that “Taylor Swift” garnered a 693,824.3 engagement score for its 2,520 total post count, which yielded over 4,575,443 total reaction count. The bulk of the engagement score and total post count were all attributed to her Eras Tour, which heightened her social media presence across the country.
When broken down, “Facebook like” accounts for 50.7 percent of the total reactions, with 2,318,669. Followed by “Facebook love” with 2,009,038 reactions (43.9 percent), “Facebook haha” with 190,044 (4.2 percent), “Facebook haha” with 187 (0.3 percent), “Facebook wow” with 33,268 (0.7 percent), and “Facebook angry” with 4015 reactions.
Looking at the data, the majority of “Facebook like” and “Facebook love” reactions can be attributed to several Filipino social media users showing excessive support for Swift– highlighting the artist’s undying significance to the industry.
Online mentions
Capstone-Intel likewise revealed that “Taylor Swift” received 51.6 percent negative mentions, and the remaining 48.4 percent were positive mentions. This means that the article mentions about the international superstar were mostly angled negatively, but the positive mentions are also worth understanding as the numbers nearly hit the negative ones, as per the data, these negative mentions are attributed to stories mentioning the artist’s alleged snubbing with Celine Dion during the Grammy Awards.
On the other hand, It is also worth noting that Taylor Swift received 1,296,352,588 social media reach, while its non-social media reach yielded over 954,265,537 non-social media reach.
Top posts
In terms of top posts, the top post for Taylor Swift was a Facebook post from the Swifters 2.0 posting a photo of a Taylor Swift fan who recreated a fan’s photo hiding her identity because she called in sick to work as their outfit for Taylor Swift’s The Eras Tour Tokyo. This story received a 17,087.3 engagement score. Meanwhile, the rest of the top posts were about Swift’s The Eras Tour.
The data shows that Filipino social media users are both exuberant and amused with the appearance of the international superstar despite having no Eras tour concert in the Philippines.
