Mudik 2018: Dive into the Social Traffic Surrounding This Years Old Local Tradition


Every year, Indonesians, especially city migrants and migrant workers look forward to Eid Mubarak, one of the reason is to go back to their hometown spend time with their family, celebrating the Eid festivities. This migrant trip back home has become a century old tradition in Indonesia, known as “Mudik”. Did you know? “Mudik” is a term that originates from the Javanese language; mulih dilik, which literally means going home for awhile, and behold, a yearly tradition is born and people are home for the holidays. This year, we were curious to see if the legends and tradition of Mudik still lives up to its’ hype. So, we took on social’s traffic, it’s the kind of traffic we prefer other than the physical traffic jams on the road!

It’s true that Eid has passed, but as we all know, a lot of things said..or posted on social has the tendency to stay on social for a long, long time. We took the liberty in backtracking through social platforms during the week of Ramadhan to find out this year’s hype surrounding “Mudik 2018”.
Now, let us take you back to the week of Eid, where plans were made, routes were chosen and gas tanks were filled.

During the 11th through the 18th of June 2018, we found a total of 34.398 posts about the topic “Mudik” across social media platforms, namely Twitter (23.706 tweets), Online News Sites/Media (10.201), Forum (278 threads), and Facebook (59), with around 36k authors captured, in which these captured posts during the week of Eid generated a total buzz 89.824 and a total of 55.426 engagements. As for the Forum world, Across these channels, the overall sentiment regarding Mudik are mostly positive. On Twitter alone, there were around 23k tweets that mentioned “Mudik” in which most tweets were mostly on the neutral side in terms of sentiments. These posts generated a total of 36.725 interactions, with these numbers in just the span of a week, it’s no wonder that the viral reach for this topic on Twitter amounts to 76 Million, with the Potential Reach of 4Billion according to the calculation of our social analytics tool. Crazy, right?

It doesn’t stop there! Our tool found 10k Articles on Online News/Media Portals as well, which mostly consisted of positive titles and content, although some topics highlighted was more controversial than others which involves issues such as the worst mudik traffic jams, Presidential elections, and our current president, Joko Widodo.

However, it wasn’t only news portals that brought up the Indonesian president, netizens did too, in fact there were still conversations/discussions about politics, political parties and propaganda, and various opinions on how the president was handling this year’s mudik routes, flow of traffic and road infrastructure. Also, not forgetting the world of Kaskus, there were also around 278 forum threads which consist of 14k (14.354) posts during that intense week of EID and mudik.

Now, we know what you’re thinking, Indonesians are on the road, if they’re going back to their hometowns and especially if they are celebrating the holidays with family. However, many are still active on social. One of the reasons People log on to social media on mudik/lebaran holidays is to get information about mudik routes to travel, updates on traffic jams, which is not surprising that road and traffic information became one of the most talked about issues on social that week, with a side of piping hot local politics of course. Check out our infographic above to see what other issues people were talking about on social regarding mudik on that jam-packed week, along with other useful information about Mudik on social.

Sarah is a social media content writer for Sonar Platform, currently majoring in Public Relations at the London School of Public Relations, Jakarta

About Sarah Putri 147 Articles
Sarah is a social media content writer for Sonar Platform, currently majoring in Public Relations at the London School of Public Relations, Jakarta

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