A social media analysis of 6 european leaders. Focus on the UK PM David Cameron. © DOING - Prime "Social" Ministers, March 2016

1. Rome,
March 2016
PRIME “SOCIAL” MINISTERS
A SOCIAL MEDIA ANALYSIS OF 6 EUROPEAN LEADERS
DAVID CAMERON 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. DAVID CAMERON - POPULARITY
8
+1.328,27
Average Change of Fans per Day
+484.817
Total Change of fans
in the period
921.886
Jan. -> Dec. 2015
400.000
537.500
675.000
812.500
950.000
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
N. of Likers
Fanbase on 31st of December
The growth is steady but there are 2 small peaks: regarding General Elections during May and the non-authorised biography published in Novmeber

9. 9
DAVID CAMERON - DAILY MAX. GROWTH IN FANS
8th May. 2015
+ 22,1k
Fans change in the day
Jan. -> Dec. 2015
Image Source

10. DAVID CAMERON - FANBASE INTERESTS
10
Jan. -> Dec. 2015
Strong links with both french/US
politicians and institutions
The most active fans of the page are also active fans on the linked pages in the graph.

11. TWITTER ANALYSIS
POPULARITY
11

12. DAVID CAMERON - POPULARITY
12
+1.162
Average Change of Follower
per Day
+353.394
Total Change of follower
in the period
1.316.256
Jan. -> Dec. 2015
850.000
975.000
1.100.000
1.225.000
1.350.000
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
The growth is steady but there is a small peak after the General Elections, held on May 7th, and the introduction in House of Commons of the
European Union Referendum Act, about Brexit, on May 28th.

13. Jan. -> Dec. 2015
13
DAVID CAMERON - DAILY MAX. GROWTH IN FOLLOWERS
8th May. 2015
+ 34,2k
Followers change in the day

14. FOLLOWERS DEMOGRAPHICS
14
Based on a 5k followers sample for each profile
DAVID CAMERON
43%
57%
Jan. -> Dec. 2015

15. DAVID CAMERON - GEOLOCALISATION
15
Jan. -> Dec. 2015
Uk Prime Minister's followers
in Europe can be mainly found
in France and Benelux area.
Worldwide, David Cameron
has followers many in the
eastern area of the United
States, central America, India
and sub-saharan Africa.
Geolocalisation of the followers that interacted with the official twitter profiles during January 2016

16. 16
CONTENT

17. QUANTITATIVE ANALYSIS
CONTENT
17

18. DAVID CAMERON - PUBLISHED POSTS ON FACEBOOK
18
Status Photo Link Video Album
11
86
23
176
203
9,5
499
Published posts
Average published posts
per week
Jan. -> Dec. 2015
20
of the total were
promoted posts
Promoted posts were focused on Campaigning during the first half of the year and on Terrorism measures and British People
Achievements in the world during the second part of the year

19. DAVID CAMERON- PUBLISHED POSTS ON TWITTER
19
0
75
150
225
300
Lun Mar Mer Gio Ven Sab Dom
13,7
712
Published tweets
Average published tweets
per week
Jan. -> Dec. 2015
97%
3%
0%
Tweets
Retweets
Replies
N. of tweets published per day of the week

20. TOPICS AND POSTING STYLE QUALITATIVE ANALYSIS
CONTENT
20

21. 21
DAVID CAMERON - PUBLISHED POSTS TOPICS
Jan. -> Dec. 2015
Campaigning
Current news/Comments
Economy & Taxes
Jobs
Other (33%)
26%
19%
16%
10%
Education6%
• Cabinet appointments
• Terrorism
• Foreign politics
• Europea Union
• Immigration
• Health
• Climate
• Justice
• Innovation
• Dynamic approach to social media, with
backstage insights and cabinet designations
announced on Twitter;
• Frequent campaigning, both on government
initiatives as well as challenging political
rivals, especially before elections;
• Focus on Economy and Jobs and attention to
diversity and minorities. Only few posts on
Europe.

22. DAVID CAMERON - 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
Economy (27%)
Current news (27%)
Jobs (15%)
Economy (27%)
Jobs (27%)
Current news (17%)
Campaigning (32%)
Economy (22%)
Current news (20%)
Campaigning (48%)
Economy (17%)
Jobs (13%)
Campaigning (68%)
Current news (13%)
Economy (7,9%)
Campaigning (27%)
Economy (12%)
Education (12%)
Current news (29%)
Terrorism (17%)
Economy (17%) Current news (44%)
Economy (22%)
Jobs (22%)
Immigration (25%)
Education (25%)
Current news (25%) Current news (27%)
Terrorism (13%)
Campaigning (10%)
0
5
10
15
20
25
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Economy (26%)
Current news (25%)
Campaigning (16%)
Economy (21%)
Current news (17%)
Campaigning (16%)
Campaigning (27%)
Economy (22%)
Current news (21%)
Campaigning (42%)
Economy (22%)
Current news (12%)
Ministers appointments (45%)
Campaigning (30%)
Economy (9,1%)
Current news (30%)
Economy (30%)
Education (11%)
Terrorism (23%)
Current news (27%)
Economy (13%)
Economy (27%)
Campaigning (27%)
Current news (27%)
Immigration (33%)
Education (26%)
Current news (18%)
Current news (25%)
Foreign politics (17%)
Campaigning (15%)
Current news (43%)
Terrorism (22%)
Campaigning (17%)
Current news (23%)
Climate (23%)
Campaigning (23%)
Terrorism (33%)
Current news (25%)
EU (11%)
Climate (31%)
Current news (27%)
Terrorism (11%)
The monthly percentage is calculated on the total of the 12 months of analysis (100%).
Monthly
Post %
Monthly
Post %
General elections
May 7th
Most Recurring topic: Economy
Most Recurring topic: Economy

23. DAVID CAMERON - POSTING STYLE
23
• On his Facebook page, David Cameron shares
40% of text-only posts and almost as many
contents with pictures or albums.
• The majority of his statuses without pictures
are comments on current news.
• The pictures are usually used for electoral
campaigning - government elections were held
on May 7th - and the image quality is high.
• England Prime Minister sometimes uses videos
to communicate directly with citizens.
Jan. -> Dec. 2015

24. 24
ENGAGEMENT

25. FACEBOOK ENGAGEMENT
ENGAGEMENT
25

26. DAVID CAMERON - ENGAGEMENT
26
Jan. -> Dec. 2015
Average post engagement:
2.048 Comments
6.559 Like
897 Shares
9%
22%
69%
Like
Comments
Shares
4.473.201
Total interactions
499
published posts
16,18Engagement 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. DAVID CAMERON - TOP 3 POST PER ENGAGEMENT
27
Here's to a brighter future for everyone.
69.364Like
8th May 2015
https://www.facebook.com/matteorenziufficiale/posts/
Comments
Share
15.303
14.019
I am shocked by events in Paris tonight.
Our thoughts and prayers are with the
French people. We will do whatever we
can to help.
97.047Like
14th November 2015
Comments
Share
14.626
4.792
I've asked for a national minute's silence
on Friday at noon in memory of those
murdered in the Tunisia terror attacks.
51.696Like
29th June 2015
Comments
Share
4.935
37.753
Jan. -> Dec. 2015

28. TWITTER ENGAGEMENT
ENGAGEMENT
28

29. DAVID CAMERON- ENGAGEMENT
29
Average Interactions per
tweet:
410 Retweets
221
20%
42%
38%
Retweet
Likes
Replies
Jan. -> Dec. 2015
458 Likes
Replies
1,07Engagement Rate
Average tweet interactions
per 1.000 followers*
775.988
Total interactions
712
published posts
Tot. Mentions received
2.669.856
*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. DAVID CAMERON - TOP 3 POST PER ENGAGEMENT
30
I am shocked by events in Paris tonight.
Our thoughts and prayers are with the
French people. We will do whatever we
can to help.
18.159RTs
14th November 2015
Likes 14.372
Replies 1.588
The murders in Paris are sickening. We
stand with the French people in the fight
against terror and defending the
freedom of the press.
12.565RTs
7th January 2015
Likes 5.667
Replies 128
Here's to a brighter future for everyone.
10.190RTs
7th May 2015
Likes 13.627
Replies 1.968
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. DAVID CAMERON - TWITTER NETWORK
35
Source: Twitter
Language: Italian, English, German, Spanish, French
Keyword: @david_cameron
Period: January - December 2015
Number of tweets: 2.669.856
Number of tweets analysed: 277.350 (10%)
Network information:
84.185 nodes
- 64.028 users
- 20.157 hashtag
205.132 unique connection
2,4 avg. node connections
@david_cameron:
273 hashtag/user mentioned
162.221 mention received
Top mentioned user:
@david_cameron
@conservatives
@ed_miliband
Top Hashtag:
#ge2015
#pmqs
#uk
Network showed above represents 0,1% of total network from which are excluded nodes with less than 400 edges
Local
Global
Political
sphere
Media
sphere
Self-
referential
Non Self-
referential
Mainstream News
National politics
International politics
User or Hashtag
Mention
Legend:
Most mentioned
Less mentioned

36. #charliehebdo
#jesuischarlie
#isil
#merkel
@barackobama
@potus
@fhollande
@matteorenzi
@putin
@narendramodi
@hillaryclinton
@nentanyahu
@un
@ed_miliband
@carolinelucas
@bbcpolitics
@bbcr4today
@guardian
@telegrphnews
#biafrance
#freebiafra
#nnamdi
#jihadagainstisis
@david_cameron
@tonyblaireoffice
@majoroflondon
@cabinetofficeuk
@thinkbiafra
@nnamdikanu1
@mqiuk
#terrorism
#tunisia
#extremism
#mfi
#immigration
@foreignofficce
@ecrime_congress
@antitalibanisis
@evil_daesh
@isil_satan
@usaandeurope
@reuters
POLITICAL COALITION
WORLD’S LEADERS
SUPPORT
CRITICAL POSITIONS
AGAINST THE PM
ANTI-ISIS EXTREMISTS
@david_cameron
#terrorism
@ed_miliband
@barackobama
@un
@potus
@narendramodi
@fhollande
DAVID CAMERON - 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: 2.834
Top mentioned user:
@david_cameron
@barackobama
@fhollande
Top Hashtag:
#terrorism
#mehdifoundation
#messiafoundation
Network showed above represents 27% of total network, selecting the 4 biggest clusters.
User or Hashtag
Mention
Legend:
Cluster
Most mentioned
Less mentioned

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. DAVID CAMERON - NUMBER OF RESULTS & TREND
39
0
250.000
500.000
750.000
January Febrary March April May June July August September October November December
Jan. -> Dec. 2015
May 2015
Government Election
Monthly Results
Highest month
Period
5.186.382Total 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. DAVID CAMERON - SOURCES DISTRIBUTION & TAG CLOUD
40
Social
86%
News
7%
Blog
3%
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. DAVID CAMERON - TOPICS & SENTIMENT
41
HOT TOPICS SENTIMENT
Government elections (Tories win)
Strong statement against Terrorism (Tunisia,
Charlie Hebdo and Paris).
2%
62%
36%
Government elections (TV debates, Q&A, polls)
Brexit EU Referendum
Terrorism
Foreign Politics (Middle East relations)
Immigration policies.
Satire on the Tories and on the PM
Economy & Tax
Health
Satire contents
Government Election
Terrorism
Others (28%)
26%
20%
11%
9%
6%
Personal life
Economy & Tax
• Current News
• European Union
• Official Meetings
• Immigration/ refugees
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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