Social media buzz around U.S elections 2012 - 2 [NEW HAMPSHIRE PRIMARY]


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Social media buzz around U.S elections 2012 - 2 [NEW HAMPSHIRE PRIMARY]

  1. 1. Social buzz around U.S Presidential elections 2012 -2 [NEW HAMPSHIRE PRIMARIES] Analysis of the social media buzz for candidates running for President between 5 th January to 11 th January 2012
  2. 2. Candidates Analysed*… BARACK OBAMA RON PAUL MITT ROMNEY RICK PERRY NEWT GINGRICH JON HUNTSMAN RICK SANTORUM * This week’s analysis excludes Michele Bachmann since she has dropped out of the GOP, and features Jon Huntsman whose social buzz has since then increased Images: Wikipedia
  3. 3. Compared to last week… … This week, share of conversation around Barack Obama has dropped by 2% points to 27% , which means that conversations around the Republican candidates are slowly catching up with Obama’s social buzz <ul><li>Positive Buzz – 38% </li></ul><ul><li>Negative Buzz – 36% </li></ul><ul><li>Neutral Buzz – 26% </li></ul><ul><li>Positive buzz reduced and negative buzz increased in comparison to last week, mainly due to the recent controversial recess hires by Obama </li></ul>Overall Share-of-voice Sentiment break-up for Barack Obama
  4. 4. This week, Mitt Romney who was the winner of the Primaries also had the highest share of conversation <ul><li>Positive Buzz – 38% </li></ul><ul><li>Negative Buzz – 27% </li></ul><ul><li>Neutral Buzz – 35% </li></ul><ul><li>The positive buzz around Romney outnumbers the negative which re-emphasises his popularity on social media </li></ul>Share-of-voice of Republican Candidates Sentiment break-up for Mitt Romney
  5. 5. <ul><li>Maximum buzz (compared to other social media platforms ) contributed by news for Rick Perry, out of which 50% of the articles carried a positive sentiment </li></ul><ul><li>Percentage of chatter emerging from social networks such as Facebook, for all the candidates, is lesser than the percentage of chatter from microblogs </li></ul><ul><li>Out of the Republican candidates, Mitt Romney had maximum number of mentions on Twitter, followed closely by Rick Santorum </li></ul>Break-up of chatter across channels
  6. 6. <ul><li>Although, Barack Obama had maximum share of voice, the percentage of negative chatter (out of the overall buzz) around Obama was the highest at 35%, compared to his rivals </li></ul><ul><li>Although Mitt Romney was more actively discussed, Ron Paul continued to receive more positive mentions compared to his contenders </li></ul>Although Rick Santorum was the second most widely discussed Republican candidate, he had the maximum percentage of negative mentions primarily due to the alleged racist remarks made by him Break-up of sentiment
  7. 7. Topical Trends* for Barack Obama <ul><li>While blogs and online news were busy discussing Obama’s recess hires, microblogs were disussing Michelle Obama’s slamming of stereotypical angry black woman associations made with her instead </li></ul><ul><li>Howard Kurtz, CNN reporter finds prominent place in trends making him an influential author </li></ul><ul><li>Mitt Romney perceived to be the closest competitor to Barack Obama </li></ul>*Topical trends highlight topics associated with the primary keyword. The size of words indicate the frequency of occurrence
  8. 8. Online news articles featured Former House speaker Newt Gingrich’s attack on Romney’s pious baloney, which along with his full-page ad comparing his and Romney’s positions on taxes, abortion etc created a stir in microblogs Texas governor Rick Perry, tweeted ‘Here we come South Carolina ’ which was retweeted by his ardent fans Topical Trends for Newt Gingrich Topical Trends for Rick Perry
  9. 9. Topical Trends for Mitt Romney Topical Trends for Jon Huntsman <ul><li>Mitt Romney perceived to be the closest competitor to Barack Obama </li></ul><ul><li>Romney’s win discussed fervently across news, blogs as well as microblogs </li></ul>Jon Huntsman’s third place finish in New Hampshire Primaries, landing him a “ticket to ride” on to South Carolina which was discussed widely in microblogs
  10. 10. Topical Trends for Ron Paul Topical Trends for Rick Santorum Ron Paul, was applauded in forums for his fantastic speech aired after his historic second place win at the primaries Conversations around Rick Santorum also include references to his contenders , namely Romney, Huntsman and Gingrich
  11. 11. Although, Democrat candidate Barack Obama still commands highest share of conversation, his social buzz is declining accompanied by a gradual increase in the social buzz of the Republican candidates. Also, this week, Mitt Romney who had the highest social buzz also won the New Hampshire Primaries hinting at a likely correlation between his popularity across social media channels and the voting results Catch our update for next week as we analyse the social buzz around your favourite candidates…
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