The overview is a snapshot of the total conversation throughout the month of September 2016. This includes a timeline of volume, from which we can determine whether conversation has increased, decreased or stagnated. We can also pull summaries of the most commonly discussed topics.

1. UK Labour Party
September 2016 Analysis

2. Methodology
Study Parameters
Date Range: 01 January 2013 to 28 October 2016
Posts Originating From: United Kingdom only
Social Media Platform: Twitter only
Isolation of Relevant Data
We created 449 search terms including permutations of the party name, Labour Leadership since 1906
and all sitting Labour MPs as well as trending hashtags associated with the UK Labour party.
This method identified 31,433,112 posts that match the search parameters.
Categorisation of Data
By manually training a learning algorithm we have categorised each piece of data into 7 categories and
organised them into two groups:
conversation about the Labour party specifically
- party negative, party positive, party neutral, party messaging
conversation about Labour politicians and MPs
- politician positive, politician negative, politician neutral

3. Overview - 2016 Year to Date
Year to date (1 Jan to 28 Oct) we have isolated 13,884,522 posts related to the UK Labour party,
originating from within the United Kingdom.
This is a 45.2% increase in volume compared to the same time period in 2015.
01 Jan to 28 Oct ‘15 : 9,562,497
Over the 10 month study period we observed a 182% increase in relevant post volume.
The last five months produced an almost 2.5 fold increase in volume of posts over the first five.
1 Jan to 31 May: 4,021,912 - 1 June to 28 October: 9,831,976
8 out of 10 posts relating to UK Labour focused on MP’s or politicians - the remaining 18% related to the
UK Labour Party, its leadership in general, policies, members etc.
Year to date, this conversation had a reach of 72,387,000,000 potential impressions.

4. Overview - 2016 Year to Date
The significant growth in volume when comparing
the first 5 months with the last 5 months can be
ascribed to the referendum and party instability
leading to a leadership challenge.
1 Jan to 31 May: 4,021,912
1 June to 28 October: 9,831,976

5. Outline - September 2016
Overview : The overview is a snapshot of the total conversation throughout the month of September 2016.
This includes a timeline of volume, from which we can determine whether conversation has increased,
decreased or stagnated. We can also pull summaries of the most commonly discussed topics.
Categorisation : We have classified each piece of data into 7 categories, organised into two groups -
conversation about the party as a whole (party negative, party positive, party neutral, party messaging);
conversation about politicians (politician positive, politician negative, politician neutral). This allows us to
dissect the conversation in a granular and pragmatic way.
Demographics : Through powerful algorithms we are able to identify certain demographics, like age and
gender, of a large portion of the contributors. We can also establish the location of the majority of authors
irrespective of whether they have enabled geo-tagging.
Twitter Metrics : Here we take a deeper look at important metrics such as top hashtags, top retweets &
top mentions, as well as most prolific authors and a calculation of total potential impressions.
Top Retweets : We have identified the top 3 reTweets for September 2016 where the original content was
not created by the party, a politician or a Labour affiliated personality. We have also included some
additional information regarding the authors as well as links to other platforms on which they have
published content. (Facebook, Vine, Blogs, Books, News sites etc.)

6. Overview - September 2016
Highest Volume Day:
24 September : 9.32% of total
Lowest Volume Day:
30 September : 1.78% of total
We have isolated and analysed 1,555,281 posts from the
UK for the month of September 2016.
Over the course of the month, we can see a 59% increase
in volume of Tweets relevant to the Labour Party.
This is largely due to the leadership vote, lead up and
aftermath, and the announcement on the 24th.

7. Categorisation - September 2016
04 September
Politicians Negative 24 September
Politicians Positive

8. Demographic Metrics - September 2016
Greater London
32.88%
North West
12.21%
Yorkshire and the Humber
9.84%
South East
9.15%
South West
6.48%
West Midlands
6.12%
East
5.99%
East Midlands
3.89%
South Western
3.72%
Eastern
2.51%
North East
63.23% of posts had an identifiable
location on a regional level.
65% of posts had an identifiable gender
24% of posts had an identifiable gender
>1% <1%
6%
92%
33% of the UK Labour
conversation was
contributed by women.
This is lower than the
average UK conversation
over the same period
(46% female, 54% male).

9. Twitter Metrics - September 2016
Top Hashtags
Top Mentions
Most Prolific Authors
10.46 billion Potential Impressions

10. Top Retweets - September 2016
Independent journalist
Co-founder & editor-in-Chief of The Canary
(@thecanarysays; Thecanary.co)
“The team at The Canary believe a free, fair and fearless media
is the bedrock of a functioning democracy, because for
democracy to work, it requires informed consent from its
citizens. We intend to help generate that informed consent by
providing our readers with high-quality, well-researched and
incisive journalism that holds power to account.” - The Canary
Author of the blog Scriptonite Daily
Author of Austerity: Demolition of the Welfare State
and the Rise of the Zombie Economy.
Contributing author to:
News Internationalist
Open Democracy
Occupy News Network

11. Top Retweets - September 2016
Actor, Comedian, Writer
Creative Director at ThatLot
Vine: David Schneider
Website: DavidSchneider.co.uk
LinkedIn : David Schneider

12. Top Retweets - September 2016
Satirical Character
Official Website: gin-oclock.com
Facebook Account: Royal Gin O’Clock
Author of: Gin O’Clock & Still Reigning
1.37m Twitter followers

13. 1 to 7 September 2016 - Overview
Topic Breakdown
Labour
28%
Jeremy Corbyn
24%
Keith Vaz
19%
Owen Smith
9%
Vote
7%
UKLabour
6%
Labour Leadership
3%
Sadiq Khan
3%
332,123 Relevant Posts
26% Increase in Relevant Post
Category Breakdown
Politicians : 90% of total posts
Party : 10% of total posts
⅔ Tweets about Labour politicians
were negative
Volume Timeline by Category
Volume Timeline
Highest single day:
4 Sep with 20.51% of the total
Highest peak: 4 Sep with
63,659 posts negatively
referencing politicians, in
particular Keith Vaz.

14. 1 to 7 September 2016 - Topics

15. 1 to 7 September 2016 - Summary
332,123 Relevant posts were analysed.
The single day with the highest volume was 4 Sep with 20.51% of the total.
A 26% increase in relevant post was recorded over the course of the 7 day period.
Only 10% of the total posts were uniquely related to Labour as a party as opposed to 90% related to or
referencing Labour MP’s or leaders. 2 out of every 3 Tweets about Labour politicians were negative.
Posts that negatively reference Labour politicians created the highest peak in category comparison -
63,659 posts on 4 September. This was almost exclusively related to Keith Vaz.
Of all the relevant posts, 19% mentioned Keith Vaz (tabloid expose), 3% mention Sadiq Khan (Fabric
nightclub closure), 9% mentioned Owen Smith (Leadership contest) and 28% mentioned Jeremy
Corbyn (myriad of topics).

16. 8 to 14 September - Overview
301,974 Relevant Posts
16% Decrease in Relevant Post
Category Breakdown
86% Politicians
14% Party
48.84% of Tweets about Labour
politicians were negative, 38.37%
were positive.
Topic Breakdown
Labour
30%
Jeremy Corbyn
28%
Owen Smith
15%
Labour Party
10%
UK Labour
8%
Grammar Schools
5%
Labour Leadership
4%
Emily Thornberry
4%
Volume Timeline by Category
Volume Timeline
Highest single day:
8 Sep with 19.99% of the total
Highest peak: 11 Sep with 21,870 posts negatively
referencing politicians.

17. 8 to 14 September - Topics

18. 8 to 14 September - Summary
301,974 Relevant posts were analysed.
The single day with the highest volume was 8 Sep with 19.99% of the total.
A 16% decrease in relevant post was recorded over the course of the 7 day period.
Only 14% of the total posts were uniquely related to Labour as a party as opposed to 86% related to or
referencing Labour MP’s or leaders. 48.84% Tweets about Labour politicians were negative, 38.37%
were positive.
Posts that negatively reference Labour politicians created the highest peak in category comparison -
21,870 posts on 11 September. There was statistically significant mention of Owen Smith, but the
overwhelming majority of posts related to Keith Vaz.
Of all the relevant posts, 15% mentioned Owen Smith (Leadership debate) and 28% mentioned Jeremy
Corbyn (Debate, grammar schools, climate change etc). Emily Thornberry (Murnaghan's “French
Minister” question) and Keith Vaz (revelations and resignation) garner a fair number of mentions at 4%
and 3% respectively. Grammar Schools (5%) was the only topical public-affairs issue.
dayvidart.com

19. 15 to 21 September - Overview
311,178 Relevant Posts
6% Decrease in Relevant Post
Category Breakdown
83% Politicians
17% Party
45.78% of Tweets about Labour
politicians were negative, 43.37%
were positive.
Topic Breakdown
Jeremy Corbyn
26%
Labour Party
14%
UK Labour
7%
Owen Smith
6%
Labour Leadership
5%
Sadiq Khan
5%
Labour MPs
4%
John McDonnell
4%
Labour Members
Volume Timeline by Category
Volume Timeline
Highest single day: 15 Sep with 16.63% of the total
Lowest single day: 17 Sep with 11.94% of the total
Only 2.05% of the total relevant posts on 17 September
were positively referencing the Labour Party.

20. 15 to 21 September - Topics

21. 15 to 21 September - Summary
311,178 Relevant posts were analysed.
Daily volumes were remarkably stable : The highest volume day was 15 Sep with 16.63%, the lowest
volume day was 17 Sep with 11.94% of the total.
A 6% decrease in relevant post was recorded over the course of the 7 day period.
17% of the total posts were uniquely related to Labour as a party, a significant 70% increase from week 1
(1-7 September). 83% related to or referencing Labour MP’s or leaders.
45.78% Tweets about Labour politicians were negative, 43.37% were positive.
John McDonnel’s appearance on BBC Question Time was mentioned in 4% of all relevant posts, while
Sadiq Khan was mentioned in 5% of posts.Mention of Owen Smith was reasonable stable throughout the
week however, the 6% of relevant posts mentioning Owen were almost exclusively negative.
Jeremy Corbyn was top of mind for the authors of 26% of the posts, down slightly from previous weeks
however still higher that the total number of posts mentioning Labour Party, UK Labour OR Labour
Leadership - the three most prolific, Labour party-related, topics.

22. 22 to 29 September - Overview
541,701 Relevant Posts
40% Increase in Relevant Post
Category Breakdown
78% Politicians
24% Party
51.32% of Tweets about Labour
politicians were positive, 35.53%
were negative.
45.38% of Tweets the Labour Party
were positive, .12.5% were positive.
Topic Breakdown
Labour
30%
Jeremy Corbyn
28%
Owen Smith
15%
Labour Party
10%
UK Labour
8%
Grammar Schools
5%
Labour Leadership
4%
Emily Thornberry
4%
Volume Timeline by Category
Volume Timeline
Highest single day:
24 Sep with 26.75% of the total
Highest peak: 24 Sep with 65,925 posts
positively referencing politicians -
almost exclusively Jeremy Corbyn

23. 22 to 29 September - Topics

24. 22 to 29 September - Summary
541,701 Relevant posts were analysed.
The single day with the highest volume was 24 Sep with 26.75% of the total.
A 40% increase in relevant post was recorded over the course of the 7 day period.
24% of the total posts were uniquely related to Labour as a party, an increase of 7% from the previous 7
day period. 1 (15-21 September). 78% related to or referencing Labour MP’s or leaders.
51.32% Tweets about Labour politicians were positive, 45.38% were negative.
Posts that positively reference Labour politicians created the highest peak in category comparison -
65,925 posts on 24 September. Jeremy Corbyn is, unsurprisingly, the focus of this conversation.
For the first time in the month of September 2016, mentions of Labour (30%) outperform individual
politicians. Jeremy Corbyn was mentioned in 28% of relevant posts, as was Owen Smith in 15%. Labour
Party (10%) and UK Labour (8%) round out the top 5 most mentions topics.

25. END

26. Extra, extra!
Bits that didn’t quite make it.