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Rome,
March 2016
PRIME “SOCIAL” MINISTERS

A SOCIAL MEDIA ANALYSIS OF 6 EUROPEAN LEADERS



ANGELA MERKEL FOCUS
What is a social media analysis?
• The collection and analysis of datas coming from the official social media profiles of the...
The Twitter and Facebook profiles of the political leaders have been analysed mainly focusing on three different perspective...
Furthermore, a social network connections analysis on the politicians’ twitter handles, has been carried out taking into
c...
2015 INTERNATIONAL KEY EVENTS
5
January February March April May June July August September October
7th:
Charlie
Hebdo
Att...
6
POPULARITY
FACEBOOK ANALYSIS
POPULARITY
7
ANGELA MERKEL - POPULARITY
8
+2.032,95
Average Change of Fans per Day
+742.025
Total Change of fans
in the period
1.681.38...
9
3rd Sep. 2015
+ 42,1k
Fans change in the day
Jan. -> Dec. 2015
ANGELA MERKEL - DAILY MAX. GROWTH IN FANS
Image Source
ANGELA MERKEL - FANBASE INTERESTS
10
Jan. -> Dec. 2015
Strong links with both european/US
politicians and institutions (US...
11
CONTENT
QUANTITATIVE ANALYSIS
CONTENT
12
ANGELA MERKEL - PUBLISHED POSTS ON FACEBOOK
13
Status Photo Link Video Album
0
7
6
19
10
0,8
42
Published posts
Average pu...
TOPICS AND POSTING STYLE QUALITATIVE ANALYSIS
CONTENT
14
ANGELA MERKEL - TOPICS
15
Campaigning
Immigration
European Union
Other (10%)
37%
12%
8%
• Innovation
• Foreign politics
Ja...
ANGELA MERKEL - MONTH BY MONTH PUBLISHED POSTS TOPICS
16
0
5
10
15
20
25
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
C...
ANGELA MERKEL - POSTING STYLE
17
• Despite the small amount of posts published on
Angela Merkel’s Facebook page some trend...
18
ENGAGEMENT
FACEBOOK ENGAGEMENT
ENGAGEMENT
19
ANGELA MERKEL - ENGAGEMENT
20
Jan. -> Dec. 2015
Average post engagement:
9.983 Comments
17.708 Like
1.312 Shares
5%
34%
61...
ANGELA MERKEL - TOP 3 POST PER ENGAGEMENT
21
Liebe Facebook-Fans, ich wünsche Ihnen
und Ihren Familien ein frohes Osterfes...
22
TWITTER NETWORKS
METHODOLOGY - TWITTER NETWORKS
23
Social network analysis allows us to map a twitter network starting from a list of nodes...
#terrorism
#europe
#pegida
#controlourborders
#islamification
#isis
#refugeecrisis
#muslims
#racism
@telegraph
@gpmonitor
#...
25
ONLINE REPUTATION MONITORING

(ITALIAN & ENGLISH LANGUAGE)
METHODOLOGY - ONLINE REPUTATION MONITORING (ORM)
26
Quantitative analysis: Trend & Channel distribution
Period: January - ...
ANGELA MERKEL - NUMBER OF RESULTS & TREND
27
0
50.000
100.000
150.000
January Febrary March April May June July August Sep...
ANGELA MERKEL - SOURCES DISTRIBUTION & TAG CLOUD
28
Social
64%
News
21%
Blog
12%
You Tube
3%
SOURCES TAG CLOUD
Perimeter: ...
ANGELA MERKEL - TOPICS & SENTIMENT
29
HOT TOPICS SENTIMENT
Strong Leader

Strong Woman in life5%
90%
5%
Greek crisis and d...
DOING.COM
Roma
Via di Santa Teresa 35
Milano
Via Vespri Siciliani 9
+39 06.33.27.45
+39 02.00.69.90.00
newbusiness@doing,c...
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Prime "Social" Ministers - Angela Merkel Analysis

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A social media analysis of 6 european leaders.
Focus on the german PM Angela Merkel.
© DOING - Prime "Social" Ministers, March 2016

Published in: News & Politics
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Prime "Social" Ministers - Angela Merkel Analysis

  1. 1. Rome, March 2016 PRIME “SOCIAL” MINISTERS
 A SOCIAL MEDIA ANALYSIS OF 6 EUROPEAN LEADERS
 
 ANGELA MERKEL FOCUS
  2. 2. What is a social media analysis? • The collection and analysis of datas coming from the official social media profiles of the politicians considered. Subjects of analysis • Profiles considered: Facebook, Twitter and Youtube (benchmark only) official profiles of 6 european politicians: Matteo Renzi, Alexis Tsipras (for twitter @tsipras_eu had been considered among the two profiles), Angela Merkel, Mariano Rajoy, François Hollande, David Cameron. • Popularity: analysis of fan/follower base: trend evolution, days with main growth, demographics and geolocalisation characteristics and fanbase interests; • Content Analysis: qualitative and quantitative analysis of the posting made by the politicians; • Engagement: analysis of the interactions received by the politician’s posts/accounts; • Twitter network: connections network around the leaders’ twitter profiles; • Reach Twitter: potential reach of the twitter profiles. • Online Reputation Monitoring: a quali-quantitative analysis on the conversations on the 6 politicians outside their official social media profiles. Period taken into consideration. • January - December 2015 INTRODUCTION 2
  3. 3. The Twitter and Facebook profiles of the political leaders have been analysed mainly focusing on three different perspectives. Popularity: the size of the fan/follower base had been measured on the the first day of each month from January to December 2015. Two different focuses have then been analyzed on social media channels: the interests of the most active Facebook fans are shown in a map of the other pages they have been active on whereas Twitter followers gave us insights on demographic data (sex ratio calculated on a 5k sample for each profile) and on geolocalisation of the users that did interact with the political leader in the month of January 2016. Analysis of the entirety of content published online by political leaders provides qualitative and quantitative insights on their social media behavior. Besides the mere quantitative metrics, the different posting styles, main topics dealt with and different kind of posts have been analyzed. Engagement: to retrieve data on how engaging the contents published by political leaders are and compare it in spite of the fan/ follower bases size differences, the index that has been chosen is the engagement rate per 1000 fans/followers. On Facebook the engagement is calculated from Likes, Comments and Shares, whereas on Twitter it’s the Retweets, Replies and Likes that have been included. Furthermore, the Twitter Reach has been calculated to figure how many users each political leaders can actually reach with their tweets (the reach has been analyzed on a week-long time sample). METHODOLOGY 3
  4. 4. Furthermore, a social network connections analysis on the politicians’ twitter handles, has been carried out taking into consideration the total number of mentions received by every profile during 2015 in the five languages: italian, english, spanish, german, french.* An additional analysis of this kind has been made on every politician considering the terrorism-related mentions received: that means tweets both containing a mention to the leader (#merkel for Angela Merkel that doesn’t have an official twitter profile) and almost one terrorism-related keyword in the five language of analysis (terrorismo, terrorism, terrorisme, terrorismus…). The analysis is enriched by a focus on the leaders’ online reputation (results outside the social media owned profiles) that, along with a quantitative/trend analysis on the online conversations, presents a qualitative part on the most discussed topics and on the sentiment of every politician on the whole 2015 year as a result of a manual analysis of over 10.000 in topic tweets. 
 Among the different tools used to carry out the analysis for the different “chapters”: Radian6, Talkwalker, SocialBakers, FanpageKarma, Gephi… METHODOLOGY/2 4 *sample: 10.000 contents per every week ordering the users per follower number
  5. 5. 2015 INTERNATIONAL KEY EVENTS 5 January February March April May June July August September October 7th: Charlie Hebdo Attack 18th: Bardo National Museum Attack 2nd: Garissa University Attack 7th: General Elections 14th: Local Elections 5th: Grexit Referendum 14th: Agreement 
 for a Third Greek Bailout 3rd: Syrian Child Aylan Drowns 31st: Russian Plane Crash in Sina November December 13th: Paris Terror Attacks 20th: General Elections 24th: German wings Plane Crash 25th: Earthquake 19th: Mediter-
 ranean Migrant Shipwreck 23rd:
 Special EU Council on Migrant Crisis 31st: Local Elections 26th: Sousse 
 Attack 12th: Agreement 
 at EU 
 Summit on Greece Debt 14th: Iran Nuclear Deal 23rd: Special EU Council
 on Immigration 18th: Volkswagen Emissions Scandal 24th: Mecca Haji’s Stampede 24th: Russian Warplane Shot down by Turkish Army 12th: Climate Change Agreement at COP21 Conference 28th: EU Referendum Act Introduced in the House of Commons 28th: EU Referendum Act Introduced in the House of Commons 20th: General Elections
  6. 6. 6 POPULARITY
  7. 7. FACEBOOK ANALYSIS POPULARITY 7
  8. 8. ANGELA MERKEL - POPULARITY 8 +2.032,95 Average Change of Fans per Day +742.025 Total Change of fans in the period 1.681.381 Jan. -> Dec. 2015 900.000 1.100.000 1.300.000 1.500.000 1.700.000 1 Jan 1 Feb 1 Mar 1 Apr 1 May 1 Jun 1 Jul 1 Aug 1 Sep 1 Oct 1 Nov 1 Dec 1 Jan Fanbase on 31st of December There’s a peak in September, after Mrs. Merkel statements about welcoming refugees running away from conflicts. The second country of origin of new likes is Iraq, the third Egypt. In particular, the fans coming from these 2 countries liked the page during Q4 of 2015. N. of Likers
  9. 9. 9 3rd Sep. 2015 + 42,1k Fans change in the day Jan. -> Dec. 2015 ANGELA MERKEL - DAILY MAX. GROWTH IN FANS Image Source
  10. 10. ANGELA MERKEL - FANBASE INTERESTS 10 Jan. -> Dec. 2015 Strong links with both european/US politicians and institutions (US Department of State, David Cameron, EU parliament) The most active fans of the page are also active fans on the linked pages in the graph.
  11. 11. 11 CONTENT
  12. 12. QUANTITATIVE ANALYSIS CONTENT 12
  13. 13. ANGELA MERKEL - PUBLISHED POSTS ON FACEBOOK 13 Status Photo Link Video Album 0 7 6 19 10 0,8 42 Published posts Average published posts per week Jan. -> Dec. 2015 25 of the total were promoted posts Promoted posts were over the 50% of the total post in the period. They seem to have been used mainly for fan acquisition purposes
  14. 14. TOPICS AND POSTING STYLE QUALITATIVE ANALYSIS CONTENT 14
  15. 15. ANGELA MERKEL - TOPICS 15 Campaigning Immigration European Union Other (10%) 37% 12% 8% • Innovation • Foreign politics Jan. -> Dec. 2015 Current news/Comments32% • The leader is present on Facebook but not on Twitter, posting is sporadic; • Slight focus on migrant crisis but the choice of topics appears to be random,and it’s uneasy to identify a strategy; • Soft political campaigning and visibility given on the leader’s party conventions.
  16. 16. ANGELA MERKEL - MONTH BY MONTH PUBLISHED POSTS TOPICS 16 0 5 10 15 20 25 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Campaigning (57%) Current news (43%) Campaigning (100%) Current news (100%) Current news (67%) Campaigning (33%) Current news (100%) Current news (33%) Foreign politics (33%) Digital (17%) EU (100%) Campaigning (50%) Digital (50%) Immigration (80%) EU (20%) Campaigning (67%) Current news (33%) Campaigning (50%) Current news (25%) EU (13%) Green light for Syrian Refugees to claim asylum in Germany Most Recurring topic: Current News Monthly Post % The monthly percentage is calculated on the total of the 12 months of analysis (100%).
  17. 17. ANGELA MERKEL - POSTING STYLE 17 • Despite the small amount of posts published on Angela Merkel’s Facebook page some trends can be noticed: almost half of the posts include a picture.
 • There are some text-only posts, mainly official statements pasted on the Chancellor’s profile, and few links of her interviews with media outlets.
 • The quality of images and visual elements made for anniversaries or recurring events, such as the Mother's Day, show however a poor visual strategy. Jan. -> Dec. 2015
  18. 18. 18 ENGAGEMENT
  19. 19. FACEBOOK ENGAGEMENT ENGAGEMENT 19
  20. 20. ANGELA MERKEL - ENGAGEMENT 20 Jan. -> Dec. 2015 Average post engagement: 9.983 Comments 17.708 Like 1.312 Shares 5% 34% 61% Like Comments Shares 1.215.210 Total interactions 42 published posts 23,57Engagement Rate
 Average tweet interactions 
 per 1.000 fans* *Considering the average post interaction per 1.000 fans allows to compare pages with very different fanbase numbers.
  21. 21. ANGELA MERKEL - TOP 3 POST PER ENGAGEMENT 21 Liebe Facebook-Fans, ich wünsche Ihnen und Ihren Familien ein frohes Osterfest und schöne Feiertage. /am 78.494Like 5th April 2015 https://www.facebook.com/matteorenziufficiale/posts/ Comments Share 14.097 4.683 55.834Like 10th May 2015 https://www.facebook.com/matteorenziufficiale/posts/ Comments Share 14.313 5.431 Angela Merkel wünscht Ihnen und Ihren Familien ein gesegnetes Weihnachtsfest. / redaktion 61.468Like 23rd December 2015 https://www.facebook.com/matteorenziufficiale/posts/ Comments Share 20.406 10.633 Jan. -> Dec. 2015
  22. 22. 22 TWITTER NETWORKS
  23. 23. METHODOLOGY - TWITTER NETWORKS 23 Social network analysis allows us to map a twitter network starting from a list of nodes (the points visualised on the net show a single user or hashtag) and a list of relations (any connection shown with an arrow is a mention) through the use of different softwares that give the possibility to choose within different representation procedures (layout algorithm) in order to organize the network and nodes distances according to various criteria. Nodes, labels and arrows dimensions reflect the number of entry connections (mentions), and give an idea of the relevant user/ hashtag related with the analysed topic. Sample: Every leader’s network have been realised by extracting a sample of tweets (during 2015) containing a direct mention to the leader’s account adding the total of the tweets published by the leader. Sampling procedure extracted a max of 10.000 tweet per week ordered by user’s followers. After the sampling procedure retweets have been excluded.
  24. 24. #terrorism #europe #pegida #controlourborders #islamification #isis #refugeecrisis #muslims #racism @telegraph @gpmonitor #merkel #brussels #bankenkrises #eurocrisis #europeancouncil #greferendum @openeurope @tsipras_eu @terrorismus @theeconomist #paris #prayforparis #parisisburning #parisshooting #terrorismo #russia #syria #dontbombsyria #egypt #war @eunewsit #terrorismus #ukraine #jesuisukraine #leaders #agreement #discussed @groehe @swrinfo @spdde GREEK CRISIS NATIONAL SECURITY TERROR ATTACKS UKRAINE CRISIS #merkel #terrorismus #ukraine #nsa #usa #paris #terrorismo #syria #russia #isis #terrorism #pegida #islam #muslims #ue #europe ANGELA MERKEL - TWITTER NETWORK ON TERRORISM 24 Source: Twitter
 Language: Italian, English, German, Spanish, French 
 Keyword: #merkel & Terrorismo, Terrorism, Terrorisme, Terrorismus Period: January - December 2015
 Number of tweets: 533
 Top mentioned user:
 @regsprecher
 @wolf_schauble @1001ptsde
 
 Top Hashtag:
 #merkel #terrorism
 #isis Network showed above represents 38% of total network, selecting the 4 biggest clusters. User or Hashtag Mention Legend: Cluster Most mentioned Less mentioned
  25. 25. 25 ONLINE REPUTATION MONITORING
 (ITALIAN & ENGLISH LANGUAGE)
  26. 26. METHODOLOGY - ONLINE REPUTATION MONITORING (ORM) 26 Quantitative analysis: Trend & Channel distribution Period: January - December 2015 Source: Online news, Social Networks, Blog, Forum Keywords: Every leaders’ Name and Surname (e.g. Matteo Renzi) Qualitative analysis: Tag Cloud, Topics distribution & Sentiment analysis Period: January - December 2015 Source: Twitter Keywords: Every leaders’ Name and Surname (e.g. Matteo Renzi) Minimum follower number: 2.000 
 Sample Methodology: Twitter contents has been divided into 2 different clusters: Tweets published by users with a follower base within 2.000 and 500.000. Tweets published by users with over 500.000 followers. The difference between the two clusters match the relevance of users on the twitter network, in particular, the 2nd cluster represents mainstream news and notorious persons handles. A total of 10.000 tweets have been analysed by extracting a random sample with the following numeric characteristics: 3.000 contents for Renzi and Cameron (2.000 from the 1st cluster and 1.000 from the 2nd cluster) 1.000 contents for Hollande, Merkel, Rajoy and Tsipras (700 from the 1st cluster 300 from the 2nd cluster).
  27. 27. ANGELA MERKEL - NUMBER OF RESULTS & TREND 27 0 50.000 100.000 150.000 January Febrary March April May June July August September October November December Jan. -> Dec. 2015 July 2015 Greek crisis and Debt discussion Monthly Results Highest month Period 909.407Total contents Perimeter: Online news, Social Networks, Blog, Forum content containing leaders’ name in one of this languages: EN, IT. Media Owned and Retweets excluded. Period Jan-Dec 2015
  28. 28. ANGELA MERKEL - SOURCES DISTRIBUTION & TAG CLOUD 28 Social 64% News 21% Blog 12% You Tube 3% SOURCES TAG CLOUD Perimeter: Online news, Social Networks, Blog, Forum content containing leaders’ name in one of this languages: EN, IT. Media Owned and Retweets excluded. Period Jan-Dec 2015
  29. 29. ANGELA MERKEL - TOPICS & SENTIMENT 29 HOT TOPICS SENTIMENT Strong Leader
 Strong Woman in life5% 90% 5% Greek crisis and debt
 Foreign Politics (Ukraine crisis, EU)
 Immigration and Refugees policies
 Nominated TIME person of the year Immigration/Refugees statements (every EU nation should take a quota of refugees)
 Satire on the leader (persona) Satire on personal life Immigration/Refugees Greek crisis Generic Criticism/Approval Other (32%) 16% 14% 11% 19% Official Meetings8% • Official meetings • Foreign politics • Actuality news • European Union Perimeter: Sentiment and topics are on Twitter results containing leaders’ name in one of this languages: EN, IT. Media Owned and Retweets excluded. Period Jan-Dec 2015
  30. 30. DOING.COM Roma Via di Santa Teresa 35 Milano Via Vespri Siciliani 9 +39 06.33.27.45 +39 02.00.69.90.00 newbusiness@doing,com THANKS

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