A social media analysis of 6 european leaders. Focus on the greek PM Alexis Tsipras. © DOING - Prime "Social" Ministers, March 2016

1. Rome,
March 2016
PRIME “SOCIAL” MINISTERS
A SOCIAL MEDIA ANALYSIS OF 6 EUROPEAN LEADERS
ALEXIS TSIPRAS FOCUS

2. What is a social media analysis?
• The collection and analysis of datas coming from the official social media profiles of the politicians considered.
Subjects of analysis
• Profiles considered: Facebook, Twitter and Youtube (benchmark only) official profiles of 6 european politicians: Matteo Renzi,
Alexis Tsipras (for twitter @tsipras_eu had been considered among the two profiles), Angela Merkel, Mariano Rajoy, François
Hollande, David Cameron.
• Popularity: analysis of fan/follower base: trend evolution, days with main growth, demographics and geolocalisation
characteristics and fanbase interests;
• Content Analysis: qualitative and quantitative analysis of the posting made by the politicians;
• Engagement: analysis of the interactions received by the politician’s posts/accounts;
• Twitter network: connections network around the leaders’ twitter profiles;
• Reach Twitter: potential reach of the twitter profiles.
• Online Reputation Monitoring: a quali-quantitative analysis on the conversations on the 6 politicians outside their official social
media profiles.
Period taken into consideration.
• January - December 2015
INTRODUCTION
2

3. The Twitter and Facebook profiles of the political leaders have been analysed mainly focusing on three different perspectives.
Popularity: the size of the fan/follower base had been measured on the the first day of each month from January to December 2015.
Two different focuses have then been analyzed on social media channels: the interests of the most active Facebook fans are shown in
a map of the other pages they have been active on whereas Twitter followers gave us insights on demographic data (sex ratio
calculated on a 5k sample for each profile) and on geolocalisation of the users that did interact with the political leader in the month
of January 2016.
Analysis of the entirety of content published online by political leaders provides qualitative and quantitative insights on their social
media behavior. Besides the mere quantitative metrics, the different posting styles, main topics dealt with and different kind of posts
have been analyzed.
Engagement: to retrieve data on how engaging the contents published by political leaders are and compare it in spite of the fan/
follower bases size differences, the index that has been chosen is the engagement rate per 1000 fans/followers. On Facebook the
engagement is calculated from Likes, Comments and Shares, whereas on Twitter it’s the Retweets, Replies and Likes that have been
included. Furthermore, the Twitter Reach has been calculated to figure how many users each political leaders can actually reach with
their tweets (the reach has been analyzed on a week-long time sample).
METHODOLOGY
3

4. Furthermore, a social network connections analysis on the politicians’ twitter handles, has been carried out taking into
consideration the total number of mentions received by every profile during 2015 in the five languages: italian, english, spanish,
german, french.*
An additional analysis of this kind has been made on every politician considering the terrorism-related mentions received: that
means tweets both containing a mention to the leader (#merkel for Angela Merkel that doesn’t have an official twitter profile) and
almost one terrorism-related keyword in the five language of analysis (terrorismo, terrorism, terrorisme, terrorismus…).
The analysis is enriched by a focus on the leaders’ online reputation (results outside the social media owned profiles) that, along with
a quantitative/trend analysis on the online conversations, presents a qualitative part on the most discussed topics and on the
sentiment of every politician on the whole 2015 year as a result of a manual analysis of over 10.000 in topic tweets.
Among the different tools used to carry out the analysis for the different “chapters”: Radian6, Talkwalker, SocialBakers,
FanpageKarma, Gephi…
METHODOLOGY/2
4
*sample: 10.000 contents per every week ordering the users per follower number

5. 2015 INTERNATIONAL KEY EVENTS
5
January February March April May June July August September October
7th:
Charlie
Hebdo
Attack
18th:
Bardo
National
Museum
Attack
2nd:
Garissa
University
Attack
7th:
General
Elections
14th:
Local
Elections
5th:
Grexit
Referendum
14th:
Agreement
for a Third
Greek
Bailout
3rd:
Syrian Child
Aylan
Drowns
31st:
Russian
Plane Crash
in Sina
November December
13th:
Paris Terror
Attacks
20th:
General
Elections
24th:
German
wings
Plane
Crash
25th:
Earthquake
19th:
Mediter-
ranean
Migrant
Shipwreck
23rd:
Special EU
Council on
Migrant
Crisis
31st:
Local
Elections
26th:
Sousse
Attack
12th:
Agreement
at EU
Summit on
Greece Debt
14th:
Iran
Nuclear
Deal
23rd:
Special
EU Council
on Immigration
18th:
Volkswagen
Emissions
Scandal
24th:
Mecca Haji’s
Stampede
24th:
Russian
Warplane
Shot down
by Turkish
Army
12th:
Climate
Change
Agreement
at COP21
Conference
28th:
EU
Referendum
Act
Introduced in
the House of
Commons
28th:
EU
Referendum
Act
Introduced in
the House of
Commons
20th:
General
Elections

6. 6
POPULARITY

7. FACEBOOK ANALYSIS
POPULARITY
7

8. ALEXIS TSIPRAS - POPULARITY
8
0
125.000
250.000
375.000
500.000
1 Jan 1 Feb 1 Mar 1 Apr 1 May 1 Jun 1 Jul 1 Aug 1 Sep 1 Oct 1 Nov 1 Dec 1 Jan
+962,31
Average Change of Fans per Day
+351.244
Total Change of fans
in the period
451.040
Fanbase on 31st of December
Jan. -> Dec. 2015
N. of Likers
Remarkable fanbase growth between June and August, before and after the Grexit referendum, held on July 5th. The growth slows down before
general elections held on September 20th.

9. 9
+ 18k
Fans change in the day
ALEXIS TSIPRAS - DAILY MAX. GROWTH IN FANS
Jan. -> Dec. 2015
5th Jul. 2015
Image Source

10. ALEXIS TSIPRAS - FANBASE INTERESTS
10
Jan. -> Dec. 2015
Strong links with his political party
and greek media
The most active fans of the page are also active fans on the linked pages in the graph.

11. TWITTER ANALYSIS
POPULARITY
11

12. ALEXIS TSIPRAS - POPULARITY
12
+643,80
Average Change of Follower
per Day
+234.986
Total Change of follower
in the period
250.058
Jan. -> Dec. 2015
0
65.000
130.000
195.000
260.000
1 Jan 1 Feb 1 Mar 1 Apr 1 May 1 Jun 1 Jul 1 Aug 1 Sep 1 Oct 1 Nov 1 Dec 1 Jan
Follower on 31st of December
N. of Followers
Remarkable followers growth between June and August, before and after the Grexit referendum, held on July 5th. The growth slows down before
general elections held on September 20th.

13. 13
Jan. -> Dec. 2015
28th Jun. 2015
+ 17k
Followers change in the day
ALEXIS TSIPRAS - DAILY MAX. GROWTH IN FOLLOWERS

14. FOLLOWERS DEMOGRAPHICS
14
Based on a 5k followers sample for each profile
ALEXIS TSIPRAS
36%
64%
Jan. -> Dec. 2015

15. ALEXIS TSIPRAS - GEOLOCALISATION
15
Jan. -> Dec. 2015
Followers of the Greek Prime
Minister's english Twitter
account are mostly located in
western Europe. A
concentration can be noticed
in the Benelux area, United
Kingdom and some areas of
Spain.
Geolocalisation of the followers that interacted with the official twitter profiles during January 2016

16. 16
CONTENT

17. QUANTITATIVE ANALYSIS
CONTENT
17

18. ALEXIS TSIPRAS - PUBLISHED POSTS ON FACEBOOK
18
Status Photo LInk Video Album
139
112
4
197
14
9
466
Published posts
Average published posts
per week
Jan. -> Dec. 2015
24
of the total were
promoted posts
Promoted posts were mainly used for Campaigning and Awareness on the Grexit Referendum and on the Elections

19. ALEXIS TSIPRAS - PUBLISHED POSTS ON TWITTER
19
0
75
150
225
300
Lun Mar Mer Gio Ven Sab Dom
14,1
737
Published tweets
Average published tweets
per week
Jan. -> Dec. 2015
95%
5%
0%
Tweets
Retweets
Replies
N. of tweets published per day of the week

20. TOPICS AND POSTING STYLE QUALITATIVE ANALYSIS
CONTENT
20

21. ALEXIS TSIPRAS - TOPICS
21
Campaigning
European Union
Foreign Politics
Economy & Taxes
Other (11%)
33%
23%
15%
11%
Immigration7%
• Current news/Comments
• Climate
• Justice
• Jobs
• Terrorism
• Education
• Culture
Jan. -> Dec. 2015
• Tsipras is the only leader with two Twitter
accounts, one in greek and one in english:
the Greek situation has a global impact;
• Focus is naturally on European Union’s
governance, Greek debt and campaigning
on Grexit referendum and general elections;
• The tone of voice isn’t as harsh as the other
leaders, even the electoral campaign has a
global relevance and deals with the
European context.

22. ALEXIS TSIPRAS - MONTH BY MONTH PUBLISHED POSTS TOPICS
22
0
5
10
15
20
25
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Campaigning (78%)
EU (11%)
Current news (11%)
EU (56%)
Economy (25%)
Campaigning (12%)
EU (57%)
Economy (14%)
Campaigning (14%)
Campaigning (36%)
Foreign politics (29%)
Current news (21%)
Economy (30%)
EU (20%)
Jobs (20%)
EU (44%)
Campaigning (56%)
Campaigning (50%)
Climate (25%)
EU (25%)
EU (42%)
Campaigning (26%)
Economy (10%)
Campaigning
(49%)
Foreign politics
(36%)
EU (7,7%)
Foreign politics (32%)
Economy (28%)
Immigration (28%)
0
5
10
15
20
25
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Campaigning (55%)
EU (17%)
Economy (12%)
EU (36%)
Campaigning (34%)
Economy (25%)
Campaigning (58%)
EU (23%)
Economy (11%)
Foreign politics (45%)
Campaigning (38%)
EU (14%)
Campaigning (38%)
Economy (24%)
EU (20%)
Campaigning (40%)
EU (33%)
Economy (18%)
Campaigning (46%)
EU (31%)
Economy (23%)
Campaigning (57%)
EU (14%)
Economy (9,5%)
Campaigning (48%)
EU (18%)
Economy (9%)
Immigration (30%)
Foreign politics (28%)
EU (16%)
Foreign politics (33%)
Immigration (18%)
Campaigning (15%)
Foreign politics (40%)
EU (20%)
Immigration (13%)
Foreign politics (32%)
Climate (30%)
Current news (13%)
Foreign politics (37%)
Immigration (18%)
Justice (18%)
Bailout Referendum
Jul 5th
Government Elections
Sept. 20th
Most Recurring topic: EU
Most Recurring topic: EU
Monthly
Post %
Monthly
Post %
The monthly percentage is calculated on the total of the 12 months of analysis (100%).

23. ALEXIS TSIPRAS - POSTING STYLE
23
• The vast majority of Alexis Tsipras’ Facebook
posts is made of pictures and albums that show
the Prime Minister in both formal meetings and
campaigning activities.
• Videos can often be found but there are very few
text-only posts.
• The image quality is usually high and there
seem to be an accurate visual strategy.
Jan. -> Dec. 2015

24. 24
ENGAGEMENT

25. FACEBOOK ENGAGEMENT
ENGAGEMENT
25

26. ALEXIS TSIPRAS - ENGAGEMENT
26
Jan. -> Dec. 2015
Average post engagement:
630 Comments
6.073 Like
515 Shares
7%
9%
84%
Like
Comments
Shares
3.363.846
Total interactions
466
published posts
27,31Engagement Rate
Average tweet interactions
per 1.000 fans*
*Considering the average post interaction per 1.000 fans allows to compare pages with very different fanbase numbers.

27. ALEXIS TSIPRAS - TOP 3 POST PER ENGAGEMENT
27
Ελληνίδες, Έλληνες
Το σηµερινό δηµοψήφισµα δεν έχει νικητές
και ηττηµένους.
Αποτελεί µια µεγάλη νίκη από µόνο του.
68.740Like
5th July 2015
https://www.facebook.com/matteorenziufficiale/posts/
Comments
Share
6.644
8.116
Σας καλώ να πούµε ΟΧΙ στις συνταγές
των µνηµονίων που καταστρέφουν την
Ευρώπη.
61.138Like
1st July 2015
https://www.facebook.com/matteorenziufficiale/posts/
Comments
Share
6.235
8.805
Σας καλώ να ξαναγράψουµε µαζί ιστορικές
στιγµές. Σας καλώ την Κυριακή να πείτε
ξανά ένα µεγάλο και περήφανο #ΟΧΙ στα
τελεσίγραφα.
48.059Like
3rd July 2015
https://www.facebook.com/matteorenziufficiale/posts/
Comments
Share
3.404
5.861
Jan. -> Dec. 2015

28. TWITTER ENGAGEMENT
ENGAGEMENT
28

29. ALEXIS TSIPRAS - ENGAGEMENT
29
Average Interactions per
tweet:
299 Retweets
29
5%
42% 53%
Retweet
Likes
Replies
Jan. -> Dec. 2015
235 Likes
Replies
5,69Engagement Rate
Average tweet interactions
per 1.000 followers*
416.314
Total interactions
737
published posts
Tot. Mentions received
356.626
*Considering the average post interaction per 1.000 followers allows to compare accounts with very different follower base numbers. Mentions are not
considered interactions to tweets obviously.

30. ALEXIS TSIPRAS - TOP 3 POST PER ENGAGEMENT
30
5.388RTs
28th June 2015
Likes 3.588
Replies 465
The Greek ppl responded to real
question at hand: What kind of Europe do
we want? The answer: A Europe of
solidarity & #democracy #Greece
3.867RTs
5th July 2015
Likes 2.593
Replies 118
3.937RTs
27th June 2015
Likes 2.598
Replies 416
For us, our future generations, our
history. For #Greece’s sovereignty &
dignity. http://goo.gl/dC2A8L
#referendum
The dignity of the Greek people in the
face of blackmail and injustice will send
a message of hope and pride to all of
Europe. #Greece
Jan. -> Dec. 2015

31. 31
TWITTER REACH

32. BENCHMARK - TWITTER REACH
32
Reach calculated during the week 21st - 28th of February 2016
Tsipras Rajoy Hollande CameronRenzi
2,3 mln
11,6 mln
260 k
2 mln
1,2 mln
9,8 mln
1,5 mln
2,5 mln
1,4 mln
5,5 mln
Followers Reach

33. 33
TWITTER NETWORKS

34. METHODOLOGY - TWITTER NETWORKS
34
Social network analysis allows us to map a twitter network starting from a list of nodes (the points visualised on the net show a
single user or hashtag) and a list of relations (any connection shown with an arrow is a mention) through the use of different
softwares that give the possibility to choose within different representation procedures (layout algorithm) in order to organize the
network and nodes distances according to various criteria.
Nodes, labels and arrows dimensions reflect the number of entry connections (mentions), and give an idea of the relevant user/
hashtag related with the analysed topic.
Sample: Every leader’s network have been realised by extracting a sample of tweets (during 2015) containing a direct mention to the
leader’s account adding the total of the tweets published by the leader. Sampling procedure extracted a max of 10.000 tweet per
week ordered by user’s followers. After the sampling procedure retweets have been excluded.

35. ALEXIS TSIPRAS - TWITTER NETWORK
35
Source: Twitter
Language: Italian, English, German, Spanish, French
Keyword: @tsipras_eu
Period: January - December 2015
Number of tweets: 356.626
Number of tweets analysed: 47.108 (13%)
Network information:
18.223 nodes
- 14.755 users
- 3.468 hashtag
37.378 unique connection
2,1 avg. node connections
@tsipras_eu:
1.266 hashtag/user mentioned
24.030 mention received
Top mentioned user:
@tsipras_eu
@yanisvaroufakis
@atsipras
Top Hashtag:
#greece
#syriza
#grexit
Network showed above represents 0,5% of total network from which are excluded nodes with less than 70 edges
Local
Global
Self-
referential
Non Self-
referential
Political
sphere
Media
sphere
Mainstream News
National politics
International politics
User or Hashtag
Mention
Legend:
Most mentioned
Less mentioned

36. #terrorism
#grèce
#capitalism
#greekcrisis
@eu_commission
@junckereu
@alaincadec
@ap
#ecb
#eurogroup
#merkel
@tsipras_eu
@yanisvaroufakis
@syriza_gr
@europarl_en
@fhollande
@puntin_eng
@dalilama
#greece
#greferendum
#grexit
#grefault
#democracy
@atsipras
@teamvaroufakis
EU LEADERS
GREXIT REFERENDUM
DEBT CRISIS &
EU COMMISSION
@tsipras_eu
@yanisvaroufakis #greece
#grèce
#grexit
#greferendum
#terrorism
ALEXIS TSIPRAS - TWITTER NETWORK ON TERRORISM
36
Source: Twitter
Language: Italian, English, German, Spanish, French
Keyword: Leader’s official profile &
Terrorismo, Terrorism, Terrorisme, Terrorismus
Period: January - December 2015
Number of tweets: 92
Top mentioned user:
@tsipras_eu
@yanisvaroufakis
@junckereu
Top Hashtag:
#greece
#greferendum
#gréce
Network showed above represents 68% of total network, selecting the 3 biggest clusters.
Legend:
Most mentioned
Less mentioned
User or Hashtag
Mention
Cluster

37. 37
ONLINE REPUTATION MONITORING
(ITALIAN & ENGLISH LANGUAGE)

38. METHODOLOGY - ONLINE REPUTATION MONITORING (ORM)
38
Quantitative analysis: Trend & Channel distribution
Period: January - December 2015
Source: Online news, Social Networks, Blog, Forum
Keywords: Every leaders’ Name and Surname (e.g. Matteo Renzi)
Qualitative analysis: Tag Cloud, Topics distribution & Sentiment analysis
Period: January - December 2015
Source: Twitter
Keywords: Every leaders’ Name and Surname (e.g. Matteo Renzi)
Minimum follower number: 2.000
Sample Methodology:
Twitter contents has been divided into 2 different clusters:
Tweets published by users with a follower base within 2.000 and 500.000.
Tweets published by users with over 500.000 followers.
The difference between the two clusters match the relevance of users on the twitter network, in particular, the 2nd cluster
represents mainstream news and notorious persons handles.
A total of 10.000 tweets have been analysed by extracting a random sample with the following numeric characteristics:
3.000 contents for Renzi and Cameron (2.000 from the 1st cluster and 1.000 from the 2nd cluster)
1.000 contents for Hollande, Merkel, Rajoy and Tsipras (700 from the 1st cluster 300 from the 2nd cluster).

39. ALEXIS TSIPRAS - NUMBER OF RESULTS & TREND
39
0
137.500
275.000
412.500
550.000
January Febrary March April May June July August September October November December
Jan. -> Dec. 2015
July 2015
Grexit Referendum
Highest month
Period
Monthly Results
1.567.855Total contents
Perimeter: Online news, Social Networks, Blog, Forum content containing leaders’ name in one of this languages: EN, IT. Media Owned and Retweets excluded. Period Jan-Dec 2015

40. ALEXIS TSIPRAS - SOURCES DISTRIBUTION & TAG CLOUD
40
Social
76%
News
13%
Blog
9%
You Tube
3%
SOURCES TAG CLOUD
Perimeter: Online news, Social Networks, Blog, Forum content containing leaders’ name in one of this languages: EN, IT. Media Owned and Retweets excluded. Period Jan-Dec 2015

41. ALEXIS TSIPRAS - TOPICS & SENTIMENT
41
HOT TOPICS SENTIMENT
Anti Austerity positions
Strong and Revolutionary Leadership5%
88%
7%
Grexit Referendum
Debt with EU
Syriza Revolutionary politics
Grexit Referendum
Economy & Taxes
Generic Criticism/Approval
Elections & Referendum
Official meetings
Other (12%)
41%
19%
10%
9%
European Union9%
• Political alliances
• Government appointments
• Personal life
• Foreign Politics
Perimeter: Sentiment and topics are on Twitter results containing leaders’ name in one of this languages: EN, IT. Media Owned and Retweets excluded. Period Jan-Dec 2015

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