twitter and the australian election 2010
DESCRIPTION
An overview of the research Edelman Australia conducted throughout the 2010 Election period ranking the use of Twitter by Australian Politicans and staffers.TRANSCRIPT
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TweetLevelThe Battle for Election 2010
Matthew Gain – Edelman Australia
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Objectives
• Rank Australia’s politicians and staffers in terms of influence on Twitter
• Understand who is using the platform best
• Use as a tool to lobby for better use by politicians
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Edelman 2012
Methodology
How it worksA unique tool created by Edelman TweetLevel measures an individ-ual's importance on Twitter.
What are the numbers?Each score is rated out of 100 – in other words, the higher your score, the more important you are. There are four result metrics:
Influence - what you say is interesting and many people listen to it. This is the primary ranking metric.Popularity - how many people follow youEngagement - you actively participate within your communityTrust - people believe what you say
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Edelman 2012
Methodology
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Edelman 2012
Topline results
More info at www.election.tweetlevel.com.au
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Malcolm Turnbull
• Regular personal updates that connect with his community
• Engages in conversations:• Answers questions• Responds to criticism• Makes time for the platform• Definitely not a one way medium
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Julia Gillard
• Despite a slow start started engaging last week
• Engaging conversations
• Providing additional information via links
• Responding to influentials ;-)
• RTing the AustralianLabor a lot to share the load
• Using a iPad for Tweets
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The Greens
• Have secured 4 of the top ten positions
• Using staffers to spread their message further
• Smartly using aggregated accounts – eg Greens and GreensMPs
• Despite smaller numbers of followers making up for it with large amounts of updates and engagement
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Tony Abbott
• Where have you been Tony?
• His follow vs follower count is indicative of how Tony is approaching Twitter
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Has Twitter had an impact though?
Without a doubt. No newspaper article, TV debate or radio interview will singlehandedly swing the election. They all do generate influence, just like each tweet holds some influence.
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If you would like more information go to:
Election.tweetlevel.com.au
Or contact @matthewgain