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A Social (Media) Budget Claire Chapman Social Media Specialist Intendance
A Social (Media) Budget
Claire Chapman
Social Media Specialist
Intendance
The Social Budget?
• Rory Cellan Jones of the BBC called out the Budget as the “Social Budget” in his 2 piece article online here and here.
The topical nature of the budget is highlighted with the huge spike in discussion from the 22nd – 23rd March, with mentions decelerating sharply by the end of the day
Blog Content
Overall blog sentiment was positive, and it’s interesting to see how the 21-35 age group had the most positive and least negative sentiment. This may represent partly the £250k first time buyer stamp duty decision which is most likely to impact this market.
The Buzz on Blogs
Key blog entities reflect the themes of the budget, including help for small businesses, the debt of the country, and banking as a sector. This was called out even more clearly with popular phrases found below, showing the hottest topics:
As well as the strong themes of stamp duty, bank bonus taxes, there was also a story (12 results) focusing on increased tax on cider leading to a Facebook Group being created with 2k members during the day by a Norfolk Man (now at 18k members)
Twitter Buzz
The spike in mentions on Twitter is even more significant than that seen in blogs with an increase from around 2.5k mentions to 27.5k mentions around the budget.
#budget
#budget2010
According to the BBC, #budget and #budget2010 were 2 of the key hashtags used so lets take some time to compare use:
Entities & Keywords
#budget popular key phrases
#budget key entities #budget2010 key entities
#budget2010 popular key phrases
Buzz Comparisons
#budget buzz #budget2010 buzz
On Twitter, both terms centre reaction/ discussion strongly on the 10% increase in duty on cider which has spawned a facebook group & comment from David Cameron
#budget top tweeters #budget2010 top tweeters
#budget2010 seems to show more of a business focus, including @directgov, who were also tweeting under #budget10. Directgov was also directing sign ups to mobile live coverage of updates during the budget as well as promoting their site. The top tweeters under #budget2010 were both related to accounting web (@gdyer Deputy Editor)
Insight
This report represents a snapshot of online mention of the budget immediately during and after the statement by Alastair Darling. Some ideas for use include:
•Firms can review to understand visually how the hot topics were discussed online on the social web blogs and Tweets
•Accountants & Professional Service firms can use this to see how other firms have used substantial events such as breaking news on the budget to keep their markets up to date and to stand out as an information provider.
•Twitter & Blog reaction can provide an emotional barometer to the reaction to news and topical events: the focus on the cider tax rise & the language “Robin Hood” shows that these are all issues that individuals can relate to and comment on.
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