Social Media in the 2015 election

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Social media election the politicans gradually pull ahead

Ipsos MORI#GE2015 Social MediaDave and Ed vs Zayn and Kim who are the social media winners?

Introduction1. Election Unspun is a project run by Media Standards Trust: http://electionunspun.net/election-unspun-faqs/Mentions on social media over the short campaignOver the course of the General Election campaign, Ipsos MORI has been measuring the volume of discussion on social media that mentions either David Cameron or Ed Miliband.To put the political social media conversation in context, Ipsos MORI has also been measuring the volume of discussion that mentions prominent entertainment celebrities, and specific events from 20-26th April.Data has been collected through the social media analytics platform Crimson Hexagon. To allow for comparison with UK online news stories collected through Election Unspun1, the data has been filtered to include only those mentions that are known to be inside the UK. Moreover, the Twitter handles of the relevant account holders have not been included in the search terms in order to reduce the risk of data being biased by content generated by the author. For each search query, as much as 90-95% of the data identified was generated on Twitter.A social media election? At first look, the politicians gradually pull ahead of One DirectionSource: Ipsos MORI; data collected through Crimson Hexagon social media analytics platformMentions on social media over the short campaign

445k mentions459k mentions504k mentionsMentions identified in the UK

But, Zayn leaving 1D dwarfs one of the biggest political events in the campaignMentions on social media over the short campaign25 March Zayn Malik Leaves One Direction30 March Dissolution of Parliament2 April ITV 7-way Leaders debate16 April BBC challengers debateSource: Ipsos MORI; data collected through Crimson Hexagon social media analytics platformMentions identified in the UK

Only Jeremy Clarksons sacking matches the political leaders from other big celebrity storiesMentions on social media over the short campaign2 April ITV 7-way Leaders debate16 April BBC challengers debateClarkson sackedRaheem Sterling BBC interviewBrand interviews MilibandMiliband556,171Cameron566,999Jeremy Clarkson152,736Katie Hopkins138,651Russell Brand83,145Raheem Sterling64,212Katie Hopkins doesnt care if migrants dieSource: Ipsos MORI; data collected through Crimson Hexagon social media analytics platformMentions identified in the UKComparison of UK newspaper coverage from Election Unspun suggests that events from the GE2015 campaign struggle to keep pace with events from world of entertainment in traditional mediaUK online national news coverage 20-26th AprilSource: Election Unspun, Media Standards TrustNumber of UK online national news articles covering coverage each story6

BUT the reaction on social media was very different - politics had a much greater share of discussionComparison of coverage of events 20 26th April 20157Entertainment72%Politics28%Entertainment39%Politics61%Source: Ipsos MORI and Election Unspun, Media Standards Trust% coverage as proportion of total articles collectedMentions identified in the UK, 20-26th April 2015The battle of the heavyweights 42,616 total mentions8

29,26813,348Shapps Wikipedia profile editsRobert Downey Jr. storms out of interviewShapps reported Wikipedia edits was the biggest hit of all on social media beating Robert Downey Jr

Source: Ipsos MORI; data collected through Crimson Hexagon social media analytics platformMentions identified in the UK, 20-26th April 2015The battle of the cruiserweights 34,126 total mentions9

21,84412,282John Majors speech on Lab/SNP dealAnything about Kim KardashianJohns major intervention beats all conversation about Kim K

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Source: Ipsos MORI; data collected through Crimson Hexagon social media analytics platformMentions identified in the UK, 20-26th April 2015The battle of the Lightweights 25,098 total mentions10

13,41211,686SNP Manifesto launchClarksons boss quits Top GearThe SNP manifesto launch pulls a bigger discussion than Clarksons boss quitting - just3

Source: Ipsos MORI; data collected through Crimson Hexagon social media analytics platformMentions identified in the UK, 20-26th April 2015Battle of the featherweights just 16,026 total mentions11

7,4608,557Camerons Aston Villa mix-upAvengers movie premierCamerons brain fade on Aston Villa got almost as many mentions as the Avengers movie premier

4Source: Ipsos MORI; data collected through Crimson Hexagon social media analytics platformMentions identified in the UK, 20-26th April 2015For further detailsPlease contactBobby.duffy@ipsos.comSteven.ginnis@ipsos.com