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Using Social Media Analytics to gauge Australia’s reaction to the upcoming Federal Election – Part 4

This is the fourth blog in a planned series looking at Australia’s reaction to the Federal Election, using SAP Social Media Analytics by NetBase software to generate data, as we quickly move towards the election on Saturday..

Let’s start by looking at the change in the number of Posts, Mentions, Impressions, Net sentiment and Passion Intensity since the last post on 1.9.13. The software dashboard tells us the volume of data that has been collected since Sunday, the overall feeling/sentiment towards each candidate and how passionate people are when they mention either Tony Abbott or Kevin Rudd in Social Media.

Posts

Mentions

Impressions

Net sentiment

Passion Intensity

Tony Abbott

29,261

30,611

51,678,734

-10%

22

Kevin Rudd

27,543

29,872

61,404,035

7%

30

Compared to the previous week (25.8.13-1.9.13)

Posts

Mentions

Impressions

Net sentiment

Passion Intensity

Tony Abbott

38,599

41,006

87,233,598

-7%

28

Kevin Rudd

35,778

41,182

97,984,318

-11%

9

The week before that (18.8.13-25.8.13):

Posts

Mentions

Impressions

Net sentiment

Passion Intensity

Tony Abbott

35,801

38,734

83,517,326

-6%

14

Kevin Rudd

36,806

42,094

100,062,168

-16%

0

And the week before that (11.8.13-18.8.13):

Posts

Mentions

Impressions

Net sentiment

Passion Intensity

Tony Abbott

59,142

64,838

159,646,175

-14%

34

Kevin Rudd

45,599

52,079

103,902,769

-8%

18

This comparative data indicates that Kevin Rudd is making a last minute come-back with Net Sentiment at 7% compared to Tony Abbott’s -10%. This is the first time that either of the candidates has achieved a positive Net Sentiment since this blog series started. The number of Posts and Mentions about both candidates remains quite even, however Kevin Rudd’s Passion intensity has reached a high of 30, rising from the 0 that was recorded a couple of weeks ago.

This is what the Net Sentiment for each candidate looks like since Sunday:

Net Sentiment Trend_Tony Abbott.png

Net Sentiment Trend_Kevin Rudd.png

And this is how it looks over the last month (5.8.13-5.9.13):

Net Sentiment Trend_Tony Abbott-month.png

Net Sentiment Trend_Kevin Rudd-month.png

Take a look at the word clouds below that show the community’s reaction to the election since Sunday. As mentioned previously, this software actually allows a business to quantify net sentiment through its ‘natural language processing’ (NLP) engine. On the social web, language is even harder to understand because people fill it with colloquialisms, misspellings, slang, and sarcasm. The NLP engine reads and understands millions of social media postings every hour.

Note: a dashboard would normally be used in real-time by a business, collecting and analysing words, feelings and phrases from millions of conversations going on in Social Media at that particular moment in time, or over a period of days, months or years. In this case we’re using screen grabs – because when people express their opinions online they often use ‘colourful’ language that is not suitable for a public forum like this, so we’ve had to censor some of the content.

Tony Abbott:

Emotions_Tony Abbott-edit.png

Kevin Rudd:

Emotions_Kevin Rudd-edit.png

Sorry for all of the symbols. You get the idea.

Another great feature of this software is that you can see exactly where people are talking about your area of interest. These are the domains where comments have been posted about Kevin Rudd and Tony Abbott since Sunday:

domains_Tony Abbott.pngdomains_Kevin Rudd.png

Please stay tuned and share this blog with anyone you think might be interested in Social Media Analytics, Marketing or the Election.

Is there anything in particular you’d like me to show you in the next blog?

If you’re in Australia or New Zealand and you’d like to speak to someone and/or arrange a live demo using your own business or brand details email us or ring Australia 1800 287 727 / NZ 0800 300 727. Feel free to reach out to me directly also through my profile on this community or LinkedIn.

If you’d like to know more about SAP Cloud for Social Media Analytics by NetBase software, have a look at this link: www.sap.com/socialanalytics, if you’d like to know more about the SAP Cloud portfolio, have a look at: www.sapcloudapps.com.

Here are links to last three blogs, in case you missed them:
Part 1: http://bit.ly/1cW671n
Part 2: http://bit.ly/18SQXUR
Part 3:
http://bit.ly/1cuKRfe

and I have now posted the final part of this series
Part 5: http://bit.ly/18OWbz5

The information displayed in this blog is presented in summary fashion and is intended for informational use only. The information is derived via linguistic analysis of media and internet content not under the control of SAP Australia; it is presented “as is” and may not be accurate, complete, current or useful. The information does not reflect the views of SAP Australia or any SAP employee or contractor. Neither SAP Australia nor any of its related bodies corporate is liable for any claims, costs, damages or liability arising from the use of or reliance on the information.

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