Windows 10 by Microsoft: Hot or not on the net?

Content Fleet Content Fleet 14/08/2015
Windows 10 by Microsoft: Hot or not on the net?

Windows is back – with version 10. On the basis of big data, the Content Fleet experts analyze in which national markets the update gets the most attention, which publishers write about it, and who emerges out as opinion leader.

Worldwide Media Reaction


The release of the new operating system is of great interest across the globe. Most articles came out of the US (1,563), followed by Germany (917) and England (461). Aside from France (208), Australia (105) and Italy (72), a number of emerging economies are making into the top 10 countries with the most online publications: India (168), Brazil (103), Russia (80) and Indonesia (74). China is not far behind with 62 publications.



Microsoft as a Successful Publisher


With The Windows Blog, Microsoft lands in 2nd place for the most viral articles. The report at the beginning of the upgrade in 190 countries lead to approximately 33,000 reactions on social media. Only the article from Boy Genius Report is more successful with some 36,000 reactions. But, the article doesn't unconditionally contribute to the positive image of Microsoft; it criticizes the fact that Windows 10 spies on a wealth of private data and gives instructions on how users can work around these problems. Articles from at no. 4 (20,000) and The Next Web at no. 7 (11,000) also highlight the Privacy Policy deficiencies.


Cooperation Ensures Buzz on Facebook


Facebook shows why it may be worthwhile for companies to ally themselves with others: In November 2014, Microsoft entered into an agreement with soccer team, Real Madrid. Now, upon the release of Windows 10, the post on the Spanish soccer association's Facebook page is by far the most viral of them all, with about 240,000 likes, shares and comments. It gained almost twice as many reactions as Intel's post in 2nd place, which brought in approximately 121,000 social media reactions. Lenovo's post (3rd place) is also very successful, with approximately 64,000 reactions. Posts by Candy Crush Saga (13,000) and other Facebook profiles (9000-6000) fall way behind. Microsoft itself circulated the article form The Windows Blog on its Windows Facebook page, reaching around 8,000 social media reactions (8th place).



Successful Seeding on Twitter


The most successful Tweet with the hashtag #Windows10 comes from New York Times writer Farhad Manjoo, who retweeted the sarcastic post by Jonathan Timar on unnecessary error messages. It reached around 16,000 social media reactions. Otherwise, the ranking of most viral tweets is filled up by Microsoft itself. On the day of release, the Windows profile tweeted the article from The Windows Blog, a tweet that reached 3,000 reactions alone. This post would then be retweeted by the Microsoft profile, where it would again reach 6,000 reactions. The tweet was then also circulated successfully by many other profiles (2nd-16th place for the most viral tweets), an action which again provoked around 106,000 Social Media reactions.


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Conclusion: Microsoft Reaches the Net, But Not Worldwide


Microsoft doesn't only manage to reach a wide audience with the publications surrounding the release of Windows 10. To a large extent, the company also determined how the new version of the operating system would be spoken about. The article from The Windows Blog has a key role in doing so. It was both linked to in posts on Facebook and Twitter and, just as well, shared very often by readers using those social networks.

The cooperation with Real Madrid pays off well and makes for great coverage in Spain. Taking this successful Facebook post as an example also shows that it would be worthwhile for Microsoft to extend its involvement to other countries. Although, Microsoft does also run its Windows Blog in other languages. These versions, however, are not as well maintained as the US version by far. For example, the last article of the Italian version was posted in May. In other offshoots of the blog, such as the Latin American, Japanese or German versions, there are indeed current articles, but the scope is limited.

Facebook and Twitter profiles also exist sporadically in other languages, but their posts reach very few fans and followers. For Microsoft, it would be worthwhile to reorient its content strategy to exactly those countries that have detailed coverage on the release of Windows 10, making sure they have opinion leadership in the bag here, as well as in the US.