Pro-Union Influencers

An analysis for the Cabinet

Office

Contact:

Gaelle Bertrand, Head of Brand Insight

Gaelle.Bertrand@precise.co.uk

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

Methodology

September 2015

Pro-union influencers

Most vocal and influential academics

Pro-union influencers

September 2015

Author Type Bio

Reach

(follower

count)

Number of

Pro-Union

Tweets

Retweets Impressions

@Historywoman

(Jill Stephenson)

Lecturer Professor of History at Edinburgh

University 2,224 188 0 242,806

@Holland_tom

(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

@AileenMcHarg

(Aileen McHarg) Professor

Professor of Public Law, University

of Strathclyde. Interests: Scottish

and UK public law; energy

regulation; climate change

regulation.

1,035 1 550 468,720

@ProfTomkins

(Adam Tomkins) Professor

Professor of Law | Constitutional

Adviser | Father of four | Aspiring

Politician | Not in that order

6,761 4 119 97,415

@peatworrier

(Dr Andrew Tickell) Lecturer

Prolixity from Andrew Tickell.

Constitutional law, human rights &

Scottish politics. Jacobin-

sympathetic scribbler, lecturer in

law, and jaded flâneur.

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

@Historywoman

2,224 followers

https://www.linkedin.com/pub/jill-stephenson/59/613/a40

188 tweets

0 retweets

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

http://www.tom-holland.org/

@Holland_tom

11 tweets

16 retweets

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

Reach

(follower

count)

Number of

Pro-Union

Tweets

Retweets Impressions

@JK_Rowling

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

@richardbranson

(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

@Duncanwhitehead

(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

@MichelleMone

(Michelle Mone) Entrepreneur

Voted No1 UK Female

Entrepreneur by Glamour

Magazine. Founder of Ultimo

http://t.co/9cTTHBJdrj

http://t.co/IfjfeUwLMy

1,026,921 5 298 732K

@francisboulle

Francis Boulle

Businessman/

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