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SOCIAL
MEDIA
BUZZ
ANALYSIS
REPORTFebruary 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 February
• Narendra Modi, Arvind Kejriwal and Rahul Gandhi are the 3 most
talked politicians.
• Popularity of Narendra Modi is increasing while that of Arvind Kejriwal and
Rahul Gandhi is declining
• Narendra Modi remains at the top of the politicians table. His SSI score
improves further from 73 to 74.
• Arvind Kejriwal led AAP was in the limelight because of the resignation of
Kejriwal as Delhi CM after the failure to pass Jan Lokpal Bill.
• BJP scored the highest on social media followed by INC and AAP
• Despite scoring the highest on social media, BJP is among the least favoured
political party while Congress is among the most favoured political party.
Introduction
With just a month left for the world’s largest democratic elections, it is one of the
most amazing moment for us to bring this report. By February end, we have seen
and analyzed more than 35 Crore social media conversations.
In the last three months of our analysis, Narendra Modi continues to dominate the
ranking. Except for December when there were Delhi elections, Arvind Kejriwal
topped the most popular politicians chart. The popularity of a politician or party is
based on a combination of parameters. Therefore, a politician having the highest
social media buzz may not be the most popular politician. So is the case with
parties. Simplify360 Social Index (SSI) for politics takes into account four
parameters, awareness, spread, prominence and favorability.
Vang Lian
Head of Research, Simplify360
TOP 10 POLITICIANS
February
2014
TOP 10 MOST POPULAR POLITICIANS
ARVIND KEJRIWAL
MANMOHAN
SINGH
ARUN JAITLEY
7174 70 6465
64 61 5960
1 Narendra Modi
No. of unique
people talking1,21,435
Total buzz in
the month7,42,713
2 Arvind Kejriwal
No. of unique
people talking1,61,640
Total buzz in
the month9,54,289
3 Rahul Gandhi
No. of unique
people talking75,347
Total buzz in
the month3,17,851
4 P. Chidambaram
No. of unique
people talking18,495
Total buzz in
the month37,958
5 Sonia Gandhi
No. of unique
people talking24,342
Total buzz in
the month52,011
6 Jagan Mohan Reddy
No. of unique
people talking23,245
Total buzz in
the month34,464
8 Sushma Swaraj
No. of unique
people talking20,002
Total buzz in
the month42,629
9 Rajnath Singh
No. of unique
people talking16,641
Total buzz in
the month42,012
10 Subramanian Swamy
No. of unique
people talking24,784
Total buzz in
the month75,591
HARSH VARDHAN
63
7 Manmohan Singh
No. of unique
people talking22,058
Total buzz in
the month38,131
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 ENTRANT NEW ENTRANT
SSI INDEX BREAKUP OF TOP 10 POLITICIANS
RANK POLITICIAN AWARENESS SPREAD PROMINENCE FAVORABILITY SSI INDEX
1 Narendra Modi 85 48 85 68 74
2 Arvind Kejriwal 88 46 83 50 71
3 Rahul Gandhi 80 52 77 61 70
4 P. Chidambaram 59 96 55 55 65
5 Sonia Gandhi 67 77 60 50 64
6 Jagan Mohan Reddy 63 88 36 68 64
7 Manmohan Singh 62 80 47 62 63
8 Sushma Swaraj 61 79 45 57 61
9 Rajnath Singh 59 64 50 69 60
10 Subramanian Swamy 70 38 63 55 59
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
Favorability: The extent of favorability a politician/party. Sentiment is used for arriving the score
TOP 10 POLITICIANS
Ranking of politicians based on a politician’s overall score, in case of politician having same SSI, ranking based on Unique people
RANK
POLITICIAN
FEBRUARY ‘14 JANUARY ‘14
THIS MONTH PREV MONTH UNIQUE PEOPLE TOTAL BUZZ SSI UNIQUE PEOPLE TOTAL BUZZ SSI
1 1 Narendra Modi 1,21,435 7,42,713 74 1,29,778 7,19,878 73
2 2 Arvind Kejriwal 1,61,640 9,54,289 71 1,84,689 10,71,070 72
3 3 Rahul Gandhi 75,347 3,17,851 70 1,22,042 4,31,504 72
4 9 P. Chidambaram 18,495 37,958 65 12,992 23,955 59
5 6 Sonia Gandhi 24,342 52,011 64 24,953 49,320 65
6 17 Jagan Mohan Reddy 23,245 34,464 64 18,887 24,698 52
7 5 Manmohan Singh 22,058 38,131 63 34,804 69,902 66
8 26 Sushma Swaraj 20,002 42,629 61 9,141 14,833 47
9 8 Rajnath Singh 16,641 42,012 60 13,531 32,419 59
10 7 Subramanian Swamy 24,784 75,591 59 35,836 1,12,132 59
NEW ENTRANT Jagan Reddy
Sushma Swaraj
MISSING THE TOP 10 Sashi Tharoor
Somnath Bharti
HIGHEST RANK GAINER P Chidambaram
Jagan Mohan Reddy
Sushma Swaraj
SOCIAL MEDIA BUZZ OF POLITICIANS IN THE LAST 3 MONTHS7,
42,7
13
9,54
,289
3,17
,851
37,9
58
52,0
11
34,4
64
38,1
31
42,6
29
42,0
12
75,5
91
7,19
,878
10,7
1,07
0
4,31
,504
23,9
55
49,3
20
24,6
98
69,9
02
14,8
33
32,4
19 1,12
,132
5,36
,202
7,84
,734
1,94
,649
12,8
40 78,0
08
30,1
36 99,3
14
34,5
77
33,8
15 1,00
,211
Narendra Modi Arvind Kejriwal Rahul Gandhi P. Chidambaram Sonia Gandhi Jagan Mohan
Reddy
Manmohan
Singh
Sushma Swaraj Rajnath Singh Subramanian
Swamy
Feb '14 Jan '14 Dec '13
ARVIND KEJRIWAL’S RESIGNATION OVER JAN LOKPAL BILL WAS THE BIGGEST
STORY OF THE MONTH
-20
0
20
40
60
80
100
120
01-02-14 06-02-14 11-02-14 16-02-14 21-02-14 26-02-14
THO
USA
ND
S
Narendra Modi Rahul Gandhi Arvind Kejriwal P. Chidambaram
Daily mentions of the top 4 politicians in February, 2014
Arvind Kejriwal quits
over Jan Lokpal
TOP TWEETS ON MODI
3
1 2
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
70
69
68
2. RAJNATH SINGH
1. AKHILESH YADAV
3. NARENDRA MODI
Note: Analysis based on the top politicians whose buzz volume is greater than 5K during February month
20
32
28
1. AJAY MAKEN
2. SHEILA DIXIT
3. L K ADVANI
Parties
TOP POLITICAL PARTIES
FEBRUARY
2014
BHARATIYA JANATA PARTY
71 71
49
1 Bharatiya Janata Party
No. of unique people
talking1,28,577
Total buzz in the month 8,94,327
67
3 Aam Admi Party
No. of unique people
talking76,993
Total buzz in the month 4,53,757
2 Indian National Congress
No. of unique people
talking1,01,726
Total buzz in the month 3,16,036
63
4 NCP
No. of unique people
talking17,260
Total buzz in the month 46,842
5 Biju Janata Dal
No. of unique people
talking7,638
Total buzz in the month 11,412
TOP POLITICAL PARTIES
Simplify360 Social Index (SSI)
NEW ENTRANT
48
6All India Anna Dravida Munnetra
Kazhagam
No. of unique people
talking3,850
Total buzz in the month 6,166
NEW ENTRANT
SSI INDEX BREAKUP OF TOP POLITICAL PARTY
Ranking of politicians based on a politician’s overall score, in case of politician having same SSI, ranking based on Unique people
RANK POLITICIAN AWARENESS SPREAD PROMINENCE FAVORABILITY SSI INDEX
1 Bharatiya Janata Party 87 44 83 54 71
2Indian National
Congress82 53 75 62 71
3 Aam Admi Party 82 30 81 60 67
4Nationalist Congress
Party60 88 58 51 63
5 Biju Janata Dal 34 73 36 66 49
6All India Anna Dravida
Munnetra Kazhagam25 97 27 64 48
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
Favorability: The extent of favorability a politician/party. Sentiment is used for arriving the score
TOP POLITICAL PARTIES
Ranking of parties based on overall score, in case of parties having the same SSI, ranking based on Unique people
RANK
PARTY NAME
FEBRUARY ‘14 JANUARY ‘14
THIS MONTH PREV MONTH UNIQUE PEOPLE TOTAL BUZZ SSI UNIQUE PEOPLE TOTAL BUZZ SSI
1 1 BJP 1,28,577 8,94,327 71 1,35,729 8,27,418 71
2 2 Congress 1,01,726 3,16,036 71 1,21,097 3,89,965 71
3 3 AAP 76,993 4,53,757 67 1,14,868 6,40,833 68
4 5 NCP 17,260 46,842 63 14,787 28,279 64
5 7 Biju Janata Dal 7,638 11,412 49 5,229 7,370 50
6 8 AIADMK 3,850 6,166 48 2,038 2,894 46
NEW ENTRANT BIJU JANATA DAL
AIADMK
MISSING THE TOP 10 BAHUJAN SAMAJ PARTY
CPI(M)
HIGHEST RANK GAINER All India Trinamool
Congress
SOCIAL MEDIA BUZZ OF POLITICAL PARTIES IN THE LAST 3 MONTHS8,
94,3
27
3,16
,036
4,53
,757
10,3
92
46,8
42
11,4
12
6,16
6
9,71
1
8,60
5
7,12
7
7,51
5
8,27
,418
3,89
,965
6,40
,833
40,8
47
28,2
79
9,33
9
2,89
4
7,12
3
5,19
0
7,37
0
10,3
36
9,63
,667
4,35
,449
4,70
,223
38,4
44
18,6
88
6,97
2
10,1
97
8,51
3
13,7
29
Bharatiya
Janata Party
Indian
National
Congress
Aam Admi
Party
Communist
Party of India
(Marxist)
Nationalist
Congress
Party
Biju Janata Dal All India Anna
Dravida
Munnetra
Kazhagam
Janata Dal
(United)
All India
Trinamool
Congress
Dravida
Munnetra
Kazhagam
Bahujan Samaj
Party
Feb '14 Jan '14 Dec '13
BJP LEADS MOST OF THE DAYS FOLLOWED BY AAP
0
10
20
30
40
50
60
70
01-02-14 06-02-14 11-02-14 16-02-14 21-02-14 26-02-14
THO
USA
ND
S
Indian National Congress Bharatiya Janata Party Aam Aadmi Party
Daily mentions of the top 3 political parties in February, 2013
#AnarchistCongBJP trended on Twitter, on the
account of Jan Lokpal bill not been passed
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
67
66
62
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
54
53
1. NATIONALIST CONGRESS PARTY
2. ALL INDIA TRINAMOOL CONGRESS
3. BHARATIYA JANATA PARTY
Where are 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 in December,
January and February.
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
5,00,000
10,00,000
15,00,000
20,00,000
25,00,000
30,00,000
35,00,000
40,00,000
45,00,000
50,00,000
19-Nov-13 3-Dec-13 17-Dec-13 31-Dec-13 14-Jan-14 28-Jan-14 11-Feb-14 25-Feb-14
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 on
other social media
platforms, which is
measured through Twitter
by considering the links
shared, images and
videos
Measures the extent of
Favourability a
politican/party. Considers
Sentiment in to account
for analyzing the
Favorability score
About the Data:
Timeframe: February 01, 2014 – February 28, 2014
Geography: India
Data sources*:
All the tweet mentions on Indian elections,
parties & politicians were tracked from Twitter
using Simplify360 Social media monitoring tool.
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