An analysis for the Cabinet
Gaelle Bertrand, Head of Brand Insight
Through intelligent search string
Focus on ‘Better Together’ campaign
key words and hashtags
Time period 1 Aug 2014 – 31 Aug 2015
Identify influential groups
Classify authors into different categories
(the media, individuals, organisations),
using information available on their
Research their backgrounds online.
Reach: potential audience
Activity: how often they posted pro-union
Resonance: evidence their opinion is
shared, or echoed by others (e.g. replies,
quotes, retweets, and follows)
Relevance: do they express an informed
opinion: do they shared others’ posts or
dissect the news agenda?
Understand their social media footprint
Most vocal and influential academics
Author Type Bio
(Jill Stephenson) Lecturer
Professor of History at Edinburgh
2,224 188 0 242,806
Historian. New book, 'Dynasty', out
in Sept! Herodotus translator.
Dinosaur lover. Hedgehog
conservator. A 'leading English
cricketer' - The Times
37,847 11 16 278,358
Professor of Public Law, University
of Strathclyde. Interests: Scottish
and UK public law; energy
regulation; climate change
1,035 1 550 468,720
Professor of Law | Constitutional
Adviser | Father of four | Aspiring
Politician | Not in that order
6,761 4 119 97,415
(Dr Andrew Tickell)
Prolixity from Andrew Tickell.
Constitutional law, human rights &
Scottish politics. Jacobin-
sympathetic scribbler, lecturer in
law, and jaded flâneur.
10,637 4 69 87,876
Influencer profile: Jill Stephenson
Professor of History at Edinburgh Universityand commentator on the
potential impact of Scottish Independence
Twitter impressions: 242,806
Influential because of her media profile and recent outburst about SNP
MP Mhairi Black in July 15. Previously featured in the FT and the
Her Twitter activity has consisted in retweeting other tweeters supporting
the union such as @ProfTomkins
“Those of us who are desperate for some real live action from the
unionist side are anxious and frustrated.”
Her views are strong and all about what independence will bring on top
of what devolution has already failed to bring.
Influencer profile: Tom Holland, Academic and broadcaster
Historian. New book, 'Dynasty', out in Sept!
Herodotus translator. Dinosaur lover.
A 'leading English cricketer' - The Times
Twitter impressions: 278,358
His Twitter activity consisted of original tweets
always mentioning #bettertogether.
Influential because of his media profile and
potential to generate social media impressions.
His approach to influencing on social media is ‘soft’
in that he points out
what makes UK countries ‘Better Together’.
Most vocal and influential celebrities
Author Type Twitter Bio
Writer Author 5,290,832 17 5,759 68M
philanthropist & troublemaker,
who believes in turning ideas
into reality. Otherwise known as
Dr Yes at @virgin!
6,484,642 4 1,895 20M
Award Winning & Best Selling
Author. Good in bed. I sleep like
a log. 2013 & 2014 International
Book Award Winner. Animal
Lover (Not Literally).
422,080 4 118 1M
Voted No1 UK Female
Entrepreneur by Glamour
Magazine. Founder of Ultimo
1,026,921 5 298 732K
Gold Explorer in Africa & Central
America, Author, occasionally on
TV (made in Chelsea)
582,429 2 134 1.2M
Other Pro-Union Celebrities
(who have voiced their support on Twitter and have the large followings))