Who’s Leading the Election on Social Media? Biggest Influencers and Conversation Drivers

 

  • Ed Miliband is biggest influencer on Europe and Foreign policy on Twitter
  • David Cameron is biggest influencer on the economy
  • Labour voters leading political conversations online, Lib Dem supporters least engaged
  • Tory voters lead conversations on the economy and NHS; Labour on climate change and education and UKIP on Europe, foreign policy and immigration

London – March 24th 2015- New data from social analytics business Crimson Hexagon reveals telling insights into the topics which are of most concern to party supporters and who the key influencers are on these topics. Analysing the conversations happening on social media, the below reveals which voters are dominating the key election topics online.
The Economy
Voters’ social media share of voice on the economy:
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Economy Topic Wheel – showing frequent and prevalent themes in a social media conversation surrounding the economy. The inner rings represent frequently used terms and the outside rings provide a more granular look at words and terms and how they relate to the topics of conversation.
Biggest influencers online on the topic of the economy between 19 February and 19 March- David Cameron and Ed Miliband come out on top
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Europe and foreign policy
Voters’ social media share of voice on Europe and foreign policy:
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Europe and foreign policy Topic Wheel – showing frequent and prevalent themes in social media conversations surrounding Europe and foreign policy
Biggest influencers online on the topic of Europe and foreign policy:
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Climate change and environment
Voters’ social media share of voice on climate change and environment:
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Climate change and environment Topic Wheel –  showing frequent and prevalent themes in social media conversations surrounding climate change and environment
Biggest influencers online on the topic of climate change and environment:
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Education
Voters’ social media share of voice on education:
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Education Topic Wheel – showing frequent and prevalent themes in a social media conversation surrounding education
Biggest influencers online on the topic of education- all national media outlets:
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Immigration
Voters’ social media share of voice on immigration:
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Immigration Topic Wheel – showing frequent and prevalent themes in a social media conversation surrounding immigration
Biggest influencers online on the topic of immigration:
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NHS
Voters’ social media share of voice on the NHS:
election16Election17
NHS Topic Wheel – showing frequent and prevalent themes in a social media conversation surrounding the NHS
Biggest influencers online on the topic of the NHS:
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Crimson Hexagon was also able to ascertain other interests or affinities* of the nation’s voters.
UKIP supporters on social media:

  • 48x more likely to be interested in Brussels
  • 40x more likely to be interested in Jihad
  • 14x more likely to be interested in Sheffield
  • 30x more likely to be interested in Top Gear

Conservative supporters on social media:

  • Conservative supporters using social media are 163x more likely to be interested in the NHS than other social media users
  • 21x more likely to be interested in Top Gear
  • Twice as likely to be interested in Chelsea
  • 159% more likely to be interested in the public sector
  • Highest affinity region for Conservative supporters on Twitter is the East Midlands

Labour supporters on social media:

  • Labour supporters using social media are 108x more likely to be interested in socialism than other social media users
  • 16x more likely to be interested in feminism
  • 26x more likely to be interested in wildlife
  • 1,000x more likely to be interested in climate
  • 1,000x more likely to be interested in food banks
  • 119x more likely to be interested in anarchism
  • The highest affinity regions for Labour supporters on social media are The East Midlands (where Labour supporters are 122x more interested than other social media users), East Anglia (101x) and Sussex (40x)

Liberal Democrat supporters on social media:

  • Liberal Democrats supporters using social media are 493x more likely to be interested in Russell Brand than other social media users
  • 167x more likely to be interested in the Daily Mail
  • 8x more likely to be interested in LBGT issues
  • Twice as likely to be interested in Bristol and twice as likely to be interested in Somerset
  • Twice as likely to be interested in crime and in law
  • Twice as likely to be interested in sustainability and in climate change

Liliana Osorio, EMEA Marketing Manager at Crimson Hexagon commented:

“In what is being referred to as the first truly social election, social media is offering an invaluable insight into the concerns of UK voters. Political parties who are able to harness this awareness will gain an unparalleled advantage as they begin to take notice of the subjects which are at the forefront of the public consciousness.”

Data from 23 February- 23 March
Share of voice and topic wheel methodology: Analysis of Twitter, Facebook and forum data.
 Biggest influencer methodology:
Klout is a website and mobile app that uses social media analytics to rank its users according to online social influence via the “Klout score” which is a numerical value between 1 and 100.
Affinities™ methodology:
Crimson Hexagon’s Affinities feature quantifies the strength of relationship between interest segments and people engaged with brands, products, and in this case political parties, on social media. Affinities measures which interest segments align with brands or with their competitors. The Affinities feature provides data on the percentage of authors in a social conversation with a given interest and quantifies the strength of affinity between an interest and a brand (or, again, political party in this instance) that you are monitoring, showing the degree to which people with that interest are more or less likely to post about a topic/brand/political party you are monitoring. This is the interest’s “affinity”.
For further information please contact:
Jessica Warner, Annabel Rivero
crimsonhexagon@lansons.com
0207 294 3610

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