The document analyzes UK political parties' social media presence during the 2015 general election campaign. It finds that the Conservatives and Labour were most active on Facebook, with the Conservatives and UKIP having the most overlapping users. An analysis of hashtags shows #GE2015 was most popular, while parties used specific hashtags. UKIP had the most YouTube subscribers but the Greens saw success with one video. Ranking the parties' overall social media performance showed the top three were Conservatives, UKIP, and Labour. The document provides tips to help parties improve engagement on Facebook, Twitter and YouTube.

1. Conservatives in the social media
Analysis of party’s campaign for
general election 2015

2. Methodology
• Analysed period: March 1st – April 20th
• Six biggest parties (Conservatives, Labour, SNP,
Greens and UKIP) taken into account
• Analysed only official party Facebook Pages,
Twitter profiles and YouTube channels
• Data collected throught APIs
• Wordclouds generated with Porter’s
aglorythm

4. • Every party has a Facebook fanpage
• Governing coalition (Conservatives and Liberal
Democrats) has majority on Facebook
• The Labour is the most active party on
Facebook

8. THE INTEREST GRAPH

9. • Number of users engaged on two different
Facebook Pages
• UKIP and Conservatives havethe biggest
number of mutual users
• Strong ties between left wing parties
• Many users engage both on UKIP and The
Labour fanpages

11. WORDCLOUD

12. • Language used by the parties in their
communication
• Words stemmed to their basic forms with the
use of Porter’s algorithm

13. Conservatives wordcloud

14. FACEBOOK FANPAGES
DEMOGRAPHICS

15. Gender Structure

16. Fans’ countries of residence

21. HASHTAG CLOUD

22. General hashtag cloud

23. The most used # by the Conservatives

24. • The most popular hashtag is #GE2015
• Intense use of party specific hashtags
• Many call-to-action hashtags

26. • UKIP has the most subscribers
• Greens struck gold with one video
• Greens uploaded the most videos
• SNP decided to hide their followers number

30. JOINT RANKING OF
COMMUNICATION

31. • Sum of parties’ activities and user
engagement on Facebook, YouTube and
Twitter
• For the first position a profile gained 3 points,
for second 2 points and for the third - 1.

33. Sotrender’s tip for the Conservatives
• Sotrender provides data-driven tips that helps
to improve performance in social media
• Tips cover all aspects of social media
communication: engagement, content,
admin’s activities and customer service

34. Twitter tip

35. YouTube tip

36. We will help you improve the results for
Social media analytics & actionable tips

37. Tailored recommendations
Fast & easy reporting
Advanced analytics
Competitors tracking
Workflow management

38. Read the full report
• Commentary of Dr Darren Lilleker of
Bournemouth University
• More data on parties’ presence in social
media
• Tips for parties how to improve their
performance on Facebook, Twitter and
YouTube
• Available on our website