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SOCIAL
MEDIA
BUZZ
ANALYSIS
REPORTMarch 2014
What to expect?
1. Top 10 Politicians
2. Top Political Parties
3. Uncover the key insights on elections
4. Dig out relevant demographics
Key Findings this March
• Narendra Modi, Arvind Kejriwal and Rahul Gandhi trio were the top 3 most
talked about politicians.
• With the polling dates coming closer, popularity of most of the politicians is
increasing.
• Narendra Modi extended the lead with 76 SSI score compared to second position
Arvind Kejriwal with SSI score of 73.
• BJP, Congress and AAP maintained their leadership on social media.
• Despite scoring the highest on social media, BJP is among the top 3 least favoured
political party while Congress is among the top 3 most favoured political party.
• On an average there were 43 lakhs conversations per day on Indian politics on
social media.
TOP 10 POLITICIANS
March
2014
TOP 10 MOST POPULAR POLITICIANS
ARVIND KEJRIWAL
MANMOHAN
SINGH
ARUN JAITLEY
7376 72 6871
66 65 6464
1 Narendra Modi
No. of unique
people talking1,97,902
Total buzz in
the month15,29,796
2 Arvind Kejriwal
No. of unique
people talking2,20,069
Total buzz in
the month20,14,259
3 Rahul Gandhi
No. of unique
people talking79,713
Total buzz in
the month3,29,180
4 Sonia Gandhi
No. of unique
people talking31,495
Total buzz in
the month76,416
5 Rajnath Singh
No. of unique
people talking30,046
Total buzz in
the month84,897
6 Manmohan Singh
No. of unique
people talking25,601
Total buzz in
the month40,941
8 Sharad Pawar
No. of unique
people talking15,120
Total buzz in
the month27,216
9 Yogendra Yadav
No. of unique
people talking33,647
Total buzz in
the month96,368
10 Arun Jaitley
No. of unique
people talking19,167
Total buzz in
the month46,910
HARSH VARDHAN
66
7 Shashi Tharoor
No. of unique
people talking16,485
Total buzz in
the month31,088
Simplify360
Social Index (SSI)
Ranking of politicians based on a politician’s overall score, in case of politician having same SSI, ranking based on Unique people
NEW ENTRANTNEW ENTRANTNEW ENTRANT NEW ENTRANT
SSI BREAK-UP OF TOP 10 POLITICIANS
RANK POLITICIAN AWARENESS SPREAD PROMINENCE FAVORABILITY SSI
1 Narendra Modi 88 40 88 77 76
2 Arvind Kejriwal 88 33 88 67 73
3 Rahul Gandhi 82 50 76 72 72
4 Sonia Gandhi 70 76 64 73 71
5 Rajnath Singh 71 60 64 76 68
6 Manmohan Singh 66 82 50 66 66
7 Shashi Tharoor 58 93 45 78 66
8 Sharad Pawar 56 92 45 76 65
9 Yogendra Yadav 72 42 64 69 64
10 Arun Jaitley 60 82 57 61 64
Awareness: Based on total mentions and unique people talking about a party/politician
Spread: Measures the quality of mentions spread by considering Total impressions, total buzz and unique people talking
Prominence: A measure of how prominent a politician on other social media platforms, which is measured by considering the
links shared, images and videos uploaded
Favorability: The extent of favorability of a politician/party. Sentiment is used for arriving at the score
SOCIAL MEDIA BUZZ OF POLITICIANS IN THE LAST 3 MONTHS5,
36,2
02
7,84
,734
1,94
,649
78,0
08
33,8
15
99,3
14
32,1
08
7,16
9
23,2
06
7,19
,878
10,7
1,07
0
4,31
,504
49,3
20
32,4
19
69,9
02
80,4
09
10,4
73
37,7
86
18,8
52
7,42
,713 9,
54,2
89
3,17
,851
52,0
11
42,0
12
38,1
31
11,2
07
10,9
13
46,6
42
25,2
41
15,2
9,79
6
20,1
4,25
9
3,29
,180
76,4
16
84,8
97
40,9
41
31,0
88
27,2
16
96,3
68
46,9
10
Narendra Modi Arvind Kejriwal Rahul Gandhi Sonia Gandhi Rajnath Singh Manmohan
Singh
Shashi Tharoor Sharad Pawar Yogendra Yadav Arun Jaitley
Dec '13 Jan '14 Feb '14 Mar '14
ARVIND KEJRIWAL’S VISIT TO GUJARAT, AAP ASSOCIATED WITH NAXALS
0
20
40
60
80
100
120
140
160
180
01-03-14 06-03-14 11-03-14 16-03-14 21-03-14 26-03-14
THO
USA
ND
S
Arvind Kejriwal Narendra Modi Rahul Gandhi Sonia Gandhi
Daily mentions of the top 4 politicians in March, 2014
#GharGharModi
#AK49
AK49 2,72,464
AKinGujarat 1,46,991
NaxalAAP 1,12,031
AKasksModi 59,363
GharGharModi 2,63,848
NaMo 2,59,186
MyVoteForModi 1,10,683
Feku 76,862
AamchaRahul 79,017
RGinUP 25,114
BharatKeMazbootHaath 19,824
MyCongressManifesto 17,399
ARVIND KEJRIWAL NARENDRA MODI RAHUL GANDHI
Trending topics on the top politicians
#NaxalAAP
#AKinGujarat
Mar
7
TOP TWEETS ON MODI
4
1 2
3
TOP TWEETS ON ARVIND KEJRIWAL
1 3
42
TOP TWEETS ON RAHUL GANDHI
1
2
3
4
Politicians by favorability score
Most favoured Least favoured
91
88
87
2. ANURAG SINGH THAKUR
1. SACHIN PILOT
3. NAVEEN JINDAL
Note: Analysis based on the top politicians whose buzz volume is greater than 5K during March month
41
53
52
1. JASWANT SINGH
2. P. CHIDAMBARAM
3. MAMATA BANERJEE
Parties
TOP POLITICAL PARTIES
March
2014
BHARATIYA JANATA PARTY
74 73
56
1 Bharatiya Janata Party
No. of unique people
talking2,10,105
Total buzz in the month 21,16,562
72
3 Aam Admi Party
No. of unique people
talking1,09,097
Total buzz in the month 8,05,092
2 Indian National Congress
No. of unique people
talking1,24,633
Total buzz in the month 4,79,477
68
4 NCP
No. of unique people
talking19,402
Total buzz in the month 38,216
5 Bahujan Samaj Party
No. of unique people
talking13,894
Total buzz in the month 24,535
TOP POLITICAL PARTIES
Simplify360 Social Index (SSI)
NEW ENTRANT
56
6 Dravida Munnetra Kazhagam
No. of unique people
talking8,370
Total buzz in the month 15,575
NEW ENTRANT
SSI BREAK-UP OF TOP POLITICAL PARTY
Ranking of political party based on a party’s overall score, in case of party having same SSI, ranking based on Unique people
RANK POLITICIAN AWARENESS SPREAD PROMINENCE FAVORABILITY SSI
1 Bharatiya Janata Party 88 41 88 65 74
2Indian National
Congress83 46 79 77 73
3 Aam Admi Party 85 29 87 74 72
4Nationalist Congress
Party59 92 53 76 68
5 Bahujan Samaj Party 52 62 35 79 56
6Dravida Munnetra
Kazhagam39 94 36 71 56
Awareness: Based on total mentions and unique people talking about a party/politician
Spread: Measures the quality of mentions spread by considering Total impressions, total buzz and unique people talking
Prominence: A measure of how prominent a politician on other social media platforms, which is measured by considering the
links shared, images and videos uploaded
Favorability: The extent of favorability of a politician/party. Sentiment is used for arriving at the score
SOCIAL MEDIA BUZZ OF POLITICAL PARTIES IN THE LAST 4 MONTHS9,
63,6
67
4,70
,223
4,35
,449
18,6
88
13,7
29
10,1
97
8,51
3
6,97
2
38,4
44
8,27
,418
6,40
,833
3,89
,965
28,2
79
10,3
36
7,12
3
7,37
0
5,19
0
9,33
9
40,8
47
2,89
4
8,94
,327
4,53
,757
3,16
,036
46,8
42
7,51
5
9,71
1
7,12
7
8,60
5
11,4
12
10,3
92
6,16
6
21,1
6,56
2
8,05
,092
4,79
,477
38,2
16
24,5
35
22,2
13
15,5
75
14,4
36
14,3
94
8,94
5
8,56
3
Bharatiya
Janata Party
Aam Admi
Party
Indian
National
Congress
Nationalist
Congress
Party
Bahujan Samaj
Party
Janata Dal
(United)
Dravida
Munnetra
Kazhagam
All India
Trinamool
Congress
Biju Janata Dal Communist
Party of India
(Marxist)
All India Anna
Dravida
Munnetra
Kazhagam
Dec '13 Jan '14 Feb '14 Mar '14
BJP LEADS MOST OF THE DAYS FOLLOWED BY AAP
0
20
40
60
80
100
120
140
160
01-03-14 06-03-14 11-03-14 16-03-14 21-03-14 26-03-14
THO
USA
ND
S
Aam Admi Party Bharatiya Janata Party Indian National Congress
Daily mentions of the top 3 political parties in March, 2013
TOP TWEETS ON BJP
1
2
3
4
TOP TWEETS ON CONGRESS
1
2
3
4
TOP TWEETS ON AAP
1
2
3
4
Parties by favorability score
Most favoured Least favoured
89
79
77
1. BIJU JANATA DAL
2. BAHUJAN SAMAJ PARTY
3. INDIAN NATIONAL CONGRESS
Note: Analysis based on the top parties whose buzz volume is greater than 5K during December month
51
65
62
1. JANATA DAL (UNITED)
2. AIADMK
3. BHARATIYA JANATA PARTY
Where is most of the buzz on
Indian Elections 2014 coming
from?
21.5% 20.1% 9.96%
Top 3 States discussing on Indian Elections
%age mentions
from NCT
%age mentions
from Maharashtra
%age mentions
from Karnataka
12%FEMALE
88%MALE
Most of the discussions on
Politics were from Men
Gender wise distribution
Delhi continues to top the states
talking about politics and
elections followed by
Maharashtra and Karnataka. The
three states have continuously
led the buzz share.
What could possibly
be more important
than what your
consumers [voters] say
about you?”
Mary O’Connell
Director of Global Digital
Marketing, Clorox Brands
“
BUZZ ON INDIAN ELECTIONS IS ON AN INCREASING TREND
0
20,00,000
40,00,000
60,00,000
80,00,000
1,00,00,000
1,20,00,000
19-Nov-13 3-Dec-13 17-Dec-13 31-Dec-13 14-Jan-14 28-Jan-14 11-Feb-14 25-Feb-14 11-Mar-14 25-Mar-14
Mentions Linear (Mentions)
APPENDIX
About the Company and
Research Methodology
CAN WE RANK A POLITICIAN/PARTY
BASED ON PEOPLE’S OPINION
ON SOCIAL MEDIA?
Uncover the Simplify360
Social Index (SSI) for ranking a politician/party
Reasons on why ranking is important?
1. Buzz alone cannot determine the
performance of a politician/party
2. Ranking helps in benchmarking a
politician/party with others
3. Few people generating more buzz
on a politician/party may not
indicate a politician/party has
performed well compared to others
on social media
Simplify360 Social Index (SSI)
AWARENESS SPREAD PROMINENCE FAVORABILITY
A POLITICIAN/PARTY IS RANKED BASED ON FOUR BROAD PARAMETERS
Weights
Volume of buzzUnique People talking about
X% Y%
Quality of Spread
Z%
Number of images or
videos and links
P%
Considers Opinion of
people
Q%
SCORES ARE NORMALIZED AT EACH SUB PARAMETER LEVEL AND AT BROAD PARAMETER LEVEL TO GET THE FINAL SCORE FOR A POLITICIAN/PARTY
IN CASE OF POLITICIANS HAVING THE SAME SSI SCORE, RANKING IS BASED ON AWARENESS
Total Twitter mentions and
unique people talking
about a party/politician
are considered for finding
the Awareness score
Measures the quality of
Twitter mentions spread
by considering total
impressions, total buzz
and unique people talking
about
A measure of how
prominient a politician is
on other social media
platforms, which is
measured through Twitter
by considering the links
shared, images and
videos uploaded
Measures the extent of
Favourability of a
politican/party. Considers
Sentiment in to account
for analyzing the
Favorability score
About the Data:
Timeframe: March 01, 2014 – March 31, 2014
Geography: India
Data sources*:
All the tweet mentions on Indian elections,
parties & politicians were tracked from Twitter
using Simplify360 Social media monitoring tool.
Download the Monthly Elections Summary Report
Buy the Monthly Elections Detailed Report
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