[From an article wondering why Twitter reacted so badly to Florence and the Machine hosting Glastonbury]
By Stuart Aitken June 25, 2015, The Drum
http://www.thedrum.com/opinion/2015/...ng-glastonbury
Also on Facebook we at least saw some female presence during the period 16-18 June when discussions around replacements for Foo Fighters were taking place in earnest. During this period we found that the Stone Roses received the most mentions, followed by Fleetwood Mac and the very female Taylor Swift.
A possible reason for this pattern could be that Glastonbury skews towards the female on Facebook; intriguingly, 52 per cent of the festival’s Facebook fans are female and 48 per cent male.
However, the biggest differences are seen over on female-friendly Instagram where the story is radically different.
Here we find the most popular artists for followers of @glastoofficial to be almost exclusively female. Amongst a top ten list that includes classic female brands like Asos and Topshop, the most popular artist is Jessie Ware (fourth), followed by Paloma Faith (fifth). Florence comes eighth on the list, sandwiched between Urban Outfitters and Selfridges – and beating the only male artist in the top 10, George Ezra (tenth).
So perhaps come Saturday morning Florence would be best to consult Instagram for a friendly assessment of her performance rather than trawling through the famously snarky recesses of Twitter’s darkest corners. Whatever happens, we’ll be keeping a close eye on what social media makes of the festival and will report back with our findings early next week. Stay tuned…