Social media buzz around U.S elections 2012 - 3
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  • 1. Social buzz around U.S Presidential elections 2012 - 3 Analysis of the social media buzz for candidates running for President between 12 th January to 18 th January 2012
  • 2. Candidates Analysed*… BARACK OBAMA RON PAUL MITT ROMNEY RICK PERRY NEWT GINGRICH JON HUNTSMAN RICK SANTORUM *This week’s analysis does not exclude Jon Huntsman even though he has dropped out of the Presidential elections, since the buzz around him continued to be high Images: Wikipedia
  • 3. In comparison to last week… … The share of conversation around Barack Obama remained at 27%, which was also the highest
    • Positive Buzz – 46%
    • Negative Buzz – 31%
    • Neutral Buzz – 23%
    • Conversations around Obama were largely positive, attributed to his stopping the SOPA
    Overall Share-of-voice Sentiment break-up for Barack Obama However, Mitt Romney’s share of conversation increased by 2 percentage points, reflecting his growing popularity across social media sites
  • 4. President Barack Obama continues to rule the Twitterverse, which also accounted for the highest percentage of buzz around him Mitt Romney is the most popular in online news and social networks , such as Facebook. The highest numbers of blogs were also dedicated to Mitt Romney with a majority of them questioning his controversial tax returns, along with the millions donated by him to the Mormon Church Break-up of chatter across channels
  • 5.
    • Last week’s negative chatter around President Obama’s highly controversial recess hires was overshadowed this week, due to his stance against the SOPA internet piracy bill
    • Mitt Romney who garnered highest chatter amongst Republican candidates, also had the highest percentage of negative chatter around him. Main reason was Romney’s admittance to payment of lower rate of tax than millions of Americans
    Rick Santorum who was the second most widely discussed Republican candidate, had the maximum percentage of negative mentions primarily due to the alleged racist remarks made by him Break-up of sentiment
  • 6. Topical Trends* for Barack Obama
    • Most popular topics associated with Barack were related to his wife, Michelle Obama. This was because Obama’s re-election campaign capitalized on the buzz created as a result of her birthday, with the ‘Sign Michelle’s birthday card’ initiative
    • News about Michelle Obama joining Twitter did not create as much interest and buzz as anticipated
    *Topical trends highlight topics associated with the primary keyword. The size of words indicate the frequency of occurrence
  • 7.
    • Although, Newt Gingrich stirred a controversy during the Republican debate, when he claimed that poor kids be allowed to work in schools as janitors, his quote was cheered across social media sites
    • Gingrich’s reference to Obama as  the ‘Food Stamp President’ was also a popular topic of discussion
    Texas Governor Rick Perry’s comments, made during the Republican debate, where he claimed that Turkey is being ruled by Islamic terrorists was a popular topic of discussion Topical Trends for Newt Gingrich Topical Trends for Rick Perry
  • 8. Topical Trends for Mitt Romney Topical Trends for Jon Huntsman
    • Mitt Romney’s tax returns was a popular topic of discussion as mirrored by the topical trends
    • The trends also point towards a possible closing in on Romney by Gingrich who incidentally trails Romney in polls by an average of 7%
    The most popular discussion around Jon Huntsman was pertaining to him dropping out of the GOP. Infact, the day after the announcement (15 th January, 2012) saw a phenomenal increase in his buzz (64%), mostly associated with his departure
  • 9. Topical Trends for Ron Paul Topical Trends for Rick Santorum Popular topics of discussion around Ron Paul were related to the alleged new batch of newsletters, which were considered as racist as the first batch. Trends that reflect positive sentiment such as ‘love’ are larger than negative trends such as ‘hate’ . This points to the overall sentiment around Paul being largely positive. The email sent by Rick Santorum’s staffer suggesting that a female commander-in-chief could be at odds with the Bible’s teachings was a popular topic of discussion
  • 10. To sum it up.. Barack Obama had the highest share-of-voice and also the highest amount of positive buzz for any candidate. Among the Republican candidates, Mitt Romney’s popularity is growing across social media sites. Catch our update for next week as we analyse and compare the social buzz around your favourite candidates…
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