Leaders

A tale of 3 leaders

A February review of Gordon Brown, Nick Clegg and David Cameron on the social web in February

Claire Chapman

Social Media Specialist

Intendance

Blog Buzz

Blog Buzz Blog Buzz

It’s the 21-50 age groups which have created most blog buzz about the leaders. Interesting to note Cameron mentioned more by the 21-35 group and Clegg by the 36-50 age group. For all parties, the 20 and under age group has low representation

Gordon Brown wins the blog buzz volume hands down in February.

This shows that discussion volumes were pretty similar, until Gordon Brown mentions jumped around the 18-20th Feb Most of the blog buzz is driven by Males rather than

Females at a leader level.

News & Social Buzz

Again, Gordon Brown has the largest share of voice and popularity. All leaders see an upturn in news mentions around the 20th Feb and a similar spike towards month end.

Twitter BuzzNews Buzz

Twitter shows similar patterns to blogs, with Gordon Brown owning the largest share of voice, with a spike around mid February

Sentiment

Blog Sentiment

Although Nick Clegg has the smallest share of voice, he does have more people who discuss him within a positive context on Blogs – this is the most significant gap between positive and negative mentions. Gordon Brown has more neutral and negative mentions than positive, probably reflecting the time in power and the range of issues he is dealing with.

So what were some of the topics which drove changes in popularity in February?

Spikes in Mention, February

Gordon Brown mention on Blogs

More buzz online doesn’t necessarily equate to a happy ending, as we can see from the blog sentiment ranking for the 3 leaders. So, what drove the big spike in blog mention of Gordon Brown in February? The actual spike was between 21-24th Feb

Here, we see the spike has a more negative impact than viewing the whole of February

Let’s take a peak at some content examples…

Bullying had the highest impact…

Key entities 21-24 Feb

Key popular phrases 21-24 Feb

Some key topics:

•Brown Bullying Claims (438 results)

•Apology to child migrants (39 results)

•Speaks out against assisted suicide

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