In South Africa saw over 1,500 conversations in a 24 hour period discussing the country. The brand momentum was high at 64 mentions per hour with nearly 100% of conversations occurring on Twitter. The estimated advertising value from the online impressions was around $5,000. Popular tags included the 2010 World Cup, weather, and sports, while crime was mentioned less. Over 1,200 authors contributed to the conversations with one user contributing the most at 43 tweets.