Is Obama, the electrifying orator, back? If so, who is listening?
On September 6, 2012, President Barack Obama addressed the audience at the Democratic National Convention (DNC), as well as a national television audience in prime time. Did President Obama’s address persuasively make the case for reelection during these tough economic times?
In addition to the challenge of campaigning for reelection when economic recovery seems an incomplete project at best, President Obama confronted the rhetorical challenge of energizing voters when “hope” and “change” seem, to many, like undelivered promises. In addition, President Obama’s address to the DNC followed speeches by First Lady Michelle Obama and former President Bill Clinton, which were widely hailed as effective and impressive performances. Did President Obama’s speech remind us of the electrifying orator of Mile High Stadium, Grant Park, and Innauguration Day, or did the audience of voters feel that they were watching a deflated figure?
Our analysis of 231,332 relevant opinions on President Obama’s address at the DNC on Twitter indicates that the conversation overwhelmingly bears out a positive review of the speech and of President Obama’s performance. We found that 67% of the conversation was positive. Of the positive conversation, 8% specifically indicated that the speech had affirmed intention to vote for Obama, and 7% of the conversation commented on the inspirational and emotionally moving qualities of the speech.
Negative reviews only represent 8% of the overall conversation.
Using Crimson Hexagon’s ForSight™ Platform social media monitoring and analysis platform to understand themes of conversation and drivers of opinion, we discovered that 13% of the conversation involved expressions like “I am watching” and “Everyone should be watching” President Obama’s speech. This conversation theme might indicate that many citizens and residents of the United States feel a responsibility to hear about the President’s plans and outlook from the major stage of the DNC, regardless of how they plan to vote. From the campaign’s perspective, this indicates that President Obama’s campaign has the “ears” of voters based on his incumbency.
Our analysis indicates that people feel the need to “plug in” to the political sphere, and Crimson Hexagon’s ForSight™ also gives insight into who is plugging in. Of participants in the conversation with identifiable gender, 55% are men and 45% are women, which shows a fairly even split between male and female voters.
Our demographic information also reveals that, in addition to states like New York and California that typically show high rates of Twitter activity, the swing state of Florida also shows a relatively robust amount of posts.
Do you want to learn more about how deciphering online opinion translates into better understanding of consumer sentiment, and how that improves key decision-making and results? Download our complimentary white paper Listen, Understand, Act.