Pro-union Influencers

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  • Pro-Union Influencers

    An analysis for the Cabinet



    Gaelle Bertrand, Head of Brand Insight

  • Retrieve content

    Through intelligent search string

    Focus on Better Together campaign key words and hashtags

    Time period 1 Aug 2014 31 Aug 2015

    Identify influential groups

    Classify authors into different categories (the media, individuals, organisations), using information available on their profiles

    Research their backgrounds online.

    Assess influence

    Reach: potential audience

    Activity: how often they posted pro-union tweets

    Resonance: evidence their opinion is shared, or echoed by others (e.g. replies, quotes, retweets, and follows)

    Relevance: do they express an informed opinion: do they shared others posts or dissect the news agenda?

    Create profiles

    Understand their social media footprint


    September 2015

    Pro-union influencers

  • Most vocal and influential academics

    Pro-union influencers

    September 2015

    Author Type Bio




    Number of



    Retweets Impressions


    (Jill Stephenson)

    Lecturer Professor of History at Edinburgh

    University 2,224 188 0 242,806


    (Tom Holland) Historian

    Historian. New book, 'Dynasty', out

    in Sept! Herodotus translator.

    Dinosaur lover. Hedgehog

    conservator. A 'leading English

    cricketer' - The Times

    37,847 11 16 278,358


    (Aileen McHarg) Professor

    Professor of Public Law, University

    of Strathclyde. Interests: Scottish

    and UK public law; energy

    regulation; climate change


    1,035 1 550 468,720


    (Adam Tomkins) Professor

    Professor of Law | Constitutional

    Adviser | Father of four | Aspiring

    Politician | Not in that order

    6,761 4 119 97,415


    (Dr Andrew Tickell) Lecturer

    Prolixity from Andrew Tickell.

    Constitutional law, human rights &

    Scottish politics. Jacobin-

    sympathetic scribbler, lecturer in

    law, and jaded flneur.

    10,637 4 69 87,876

  • Influencer profile: Jill Stephenson

    Pro-union influencers

    September 2015

    Jill Stephenson

    Professor of History at Edinburgh Universityand commentator on the

    potential impact of Scottish Independence



    188 tweets


    Twitter impressions: 242,806

    Influential because of her media profile and recent outburst about SNP

    MP Mhairi Black in July 15. Previously featured in the FT and the

    Scottish Review.

    Her Twitter activity has consisted in retweeting other tweeters supporting

    the union such as @ProfTomkins

    Her opinion:

    Those of us who are desperate for some real live action from the

    unionist side are anxious and frustrated.

    Her views are strong and all about what independence will bring on top

    of what devolution has already failed to bring.

  • Influencer profile: Tom Holland, Academic and broadcaster

    Pro-union influencers

    September 2015

    Tom Holland

    Historian. New book, 'Dynasty', out in Sept!

    Herodotus translator. Dinosaur lover.

    Hedgehog conservator.

    A 'leading English cricketer' - The Times


    11 tweets


    Twitter impressions: 278,358

    His Twitter activity consisted of original tweets

    always mentioning #bettertogether.

    Influential because of his media profile and

    potential to generate social media impressions.

    His approach to influencing on social media is soft

    in that he points out

    what makes UK countries Better Together.

  • Most vocal and influential celebrities

    Pro-union influencers

    September 2015

    Author Type Twitter Bio




    Number of



    Retweets Impressions


    (JK Rowling) Writer Author 5,290,832 17 5,759 68M


    (Richard Branson) Businessman

    Tie-loathing adventurer,

    philanthropist & troublemaker,

    who believes in turning ideas

    into reality. Otherwise known as

    Dr Yes at @virgin!

    6,484,642 4 1,895 20M


    (Duncan Whitehead) Author

    Award Winning & Best Selling

    Author. Good in bed. I sleep like

    a log. 2013 & 2014 International

    Book Award Winner. Animal

    Lover (Not Literally).

    422,080 4 118 1M


    (Michelle Mone) Entrepreneur

    Voted No1 UK Female

    Entrepreneur by Glamour

    Magazine. Founder of Ultimo

    1,026,921 5 298 732K


    Francis Boulle


    TV personality

    Gold Explorer in Africa & Central

    America, Author, occasionally on

    TV (made in Chelsea)

    582,429 2 134 1.2M

  • Other Pro-Union Celebrities (who have voiced their support on Twitter and have the large followings))

    Pro-union influencers

    September 2015