Case Study: Al Jazeera achieves global reach for #FreeAJStaff with Union Metrics' TweetReach

How Al Jazeera used Twitter to spread its message of FreeAJStaf

Al Jazeera, a global news organization with more than 70 bureaus, faced a crisis when three of its journalists were detained in Cairo in late 2013. To mobilize international support and keep the story alive beyond the news cycle, it launched a social campaign centered on the hashtag #FreeAJStaff and called for a global day of solidarity.

To track impact and refine its outreach, Al Jazeera used TweetReach by Union Metrics to measure hashtag reach, identify influencers, build press kits and optimize content around trending topics. Between February and September 2014 the campaign reached nearly 114 million unique Twitter accounts and generated about 2.5 billion impressions, helping sustain global attention as legal developments unfolded.

Al Jazeera

Osama Saeed

Head of Media and Public Relations