Monday, July 26th, 2010 - Edelman

Edelman launches http://election.tweetlevel.com.au to track Twitter influence during Election 2010 

Australia, 26 July 2010 - Forget the traditional battle lines of Labor versus Liberal. The battle for influence on Twitter during the 2010 Election is currently being won by the Greens – who take out four of the top ten positions at the end of the first week of the campaign trail. Liberal and Labor are on equal footing in second place - making up the remaining spots in the top ten - according to research conducted by Edelman.

To track Twitter influence during the campaign Edelman has launched election.tweetlevel.com.au, which ranks Australia’s political Twitter accounts.

The TweetLevel top 10:

Twitter Name (copy from web)

Influence

Engagement

Popularity

Trust

http://twitter.com/TurnbullMalcolm

64.79

53.42

64.01

53.84

http://twitter.com/GreensMPs

62.98

49.94

53.7

52.21

http://twitter.com/JuliaGillard

59.47

11

65

57.72

http://twitter.com/piawaugh

58.04

70.66

50.45

38.29

http://twitter.com/Paul4Greenway

57.2

62.12

44.65

39.76

http://twitter.com/LiberalAus

56.11

9.53

53.94

43.71

http://twitter.com/SenatorBobBrown

55.93

38.96

58.09

47.11

http://twitter.com/greens

54.89

54.3

48.87

43.82

http://twitter.com/KateLundy

54.19

40.69

53.09

43.4

http://twitter.com/JoeHockey

52.11

38.11

60.3

38.71

Data as at Friday 23rd July


At the top of the table, Malcolm Turnbull, defies the lower Liberal party scores – rating high across the board in: influence, engagement, popularity and trust.

According to head of digital Australia, Matthew Gain, this is indicative of Turnbull (or his staffers) understanding of how to use the medium to maximum effect. “Turnbull’s channel is updated multiple times a day, he responds to questions without relying on stock responses and truly engages in the conversation. His approach to Twitter means his followers really do have a direct connection with the MP.”

Both Julia Gillard and Tony Abbott feature 3rd and 11th respectively on the influence score - but this is due to the high number of followers and the high number of re-tweets they are generating. Both candidates are only using their Twitter channels to push content as opposed to using it to engage with Australian voters. With scores of 11 and 3.67 out of a possible 100 for Gillard and Abbott respectively - both engagement scores are low for a current Prime Minister and leader of the major opposition party during an election race.

According to Gain, “The research shows a massive opportunity lost by Australian politicians. Both major parties are on the whole simply using the social networking tool to push messages and not using social media to engage in discussions with Australian voters. The Greens, Malcolm Turnbull and Senator Kate Lundy are exceptions to this trend, using their Twitter accounts to update their followers on their campaigning efforts and to engage directly with voters and answer their questions, creating a meaningful two way relationship.”

The research conducted using Edelman’s TweetLevel ranking system scores the Twitter influence of individuals based on a number of factors (including re-tweets, followers, frequency of tweets, references etc measured by an algorithm. There are currently around 1 million active Twitter accounts in Australia.

Will the battle for votes be won by Twitter? Not this time, but Twitter’s influence on the conversation and its use as a political organising tool cannot be underestimated.

Edelman will be updating the table regularly and is hoping it acts as an incentive for greater engagement between the Polies, their staff and the voters.

For the full list of TweetLevel scores, please visit - http://bit.ly/c5laCy

ENDS

For more information please contact:

Matthew Gain – [email protected] or 0434 481 133
Ed Courtenay - [email protected] or 0424 936 996

Contact Profile

Edelman


Edelman is the world’s largest independent public relations firm, with 3,200 employees in 52 offices worldwide. Edelman was named Advertising Age’s top-ranked PR firm of the decade; Adweek’s “2009 Agency of the Year”; PRWeek’s “2009 Agency of the Year” and “UK Consultancy of the Year”; and Holmes Report’s “Agency of the Decade,” “2009 Best Large Agency to Work For” and “2009 Asia Pacific Consultancy of the Year.” Edelman owns specialty firms Blue (advertising), StrategyOne (research), BioScience Communications (medical education and publishing), and MATTER (sports and entertainment). Visit www.edelman.com for more information.
Matthew Gain
P: 0434 481 133
W: election.tweetlevel.com.au

Keywords

Twitter, Federal election, politicians, trust, influence barometer, Edelman PR, Julia Gillard, Tony Abbott, social media

Categories

Sharing

More Formats