Social Listening on Super Tuesday
Yesterday was Super Tuesday in the United States. It was almost exciting as the Superbowl in my house. Throughout college, I worked for a state senator and then started my professional career off in public affairs. For 24 hours, I was glued to the results of the Republican presidential primary.
I was especially excited to see the social statistics on this important day because as William Powers of Bluefin Labs stated, “social media is the frontier of democracy.”
Even if you aren’t a social media geek like me, it was impossible to login to Twitter, Facebook or even Instagram and not get overwhelmed by the amount of social buzz surrounding the candidates. So I decided to setup a monitor using Jive Fathom Pro (which thanks to our community manager Ryan Rutan you can now download the app on the Jive Community), to see who generated the most social buzz. I wanted to keep my sources small, so I just looked at Facebook and Twitter updates.
Before I share the social stats, let’s look at the official results:
As you can see above, all of the candidates failed to break out from the pack. This was not the case for social. Rick Santorum was the clear front runner, with Mitt Romney and Newt Gingrich tied for second, and Ron Paul coming in last in terms of overall social mentions.
However, pure mentions, weren’t enough for me to analyze. I also wanted to see general sentiment score. In Fathom the scale is from -100 to 100, negative to positive. The data below shows that while Santorum had more mentions he had less positive tweets and status updates than the other candidates.
- Romney: 9.88
- Gingrich: 9.88
- Paul: 9.63
- Santorum: 7.13
Since social is more than just numbers and data, here is a collection of some of the more interesting updates. (NOTE: I’m not taking sides, just pointing out some interesting conversations).
From the Candidates:
From the General Public: