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Will Social Media Analytics Change the Face of Politics?

Apr 21, 2017

The emergence of social media has changed the face of politics today and political strategy forever, especially in North America. Advanced analytics services and social media analytics can now be applied to social media posts to determine how constituents feel, and what politicians and political parties can do to win the loyalties of voters.

Social media has made political communication much easier and more widespread. Twitter and Facebook are the most commonly used social media platforms for political communication between politicians and the people they represent—or wish to represent. Posts from constituents on social media, especially those made in direct response to communications that a political party, organization, or a politician have made on a particular platform, can be analyzed and turned into data that can help predict outcomes. Political campaigns regularly make use of statistical and predictive advanced analytics services and models to determine how well a candidate can be expected to do with a particular demographic or in a certain region. Social media has also opened up a direct line of communication between politicians and their constituents and has provided the public with a more convenient way to voice their concerns than making phone calls or attending town halls. It’s also helping users to become more politically active and informed, giving them new channels through which to organize and connect with politically like-minded people.

We help our clients to listen, monitor, and analyze social conversations to make better-informed decisions. If you wish to learn more about our social media analytics capabilities, get in touch with us.

Social media analytics is increasingly being used to monitor, inform, and create or increase political influence. It’s helping to identify what groups to reach out to, how to best to communicate with the public, and increase overall engagement: politicians can organize events based on what target groups are interested in and can customize outreach to certain demographics based on the insights they receive from sentiment analysis tools and social media analysis. The 2016 US election and its aftermath so far have shown just how powerful social media and analytics can be, with winning candidate Donald Trump staunchly refusing to give up his personal Twitter account and using it as his main method of communication with his supporters and the American people. Barack Obama’s initial election and re-election campaigns heavily utilized social media and social media analytics to engage and mobilize voters, especially first-time voters, and young voters. Additionally, social media analytics can be utilized to identify influential people and to know who to target campaign and support efforts at. For example, analyzing a celebrity’s posts, followers, and social media activity can help to determine whether or not their involvement will be beneficial or detrimental to a campaign.


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Social media is continuously growing and evolving, with billions of new posts created worldwide every day. This means there is a huge wealth of data out there for political institutions and individuals to analyze and generate valuable insights from—insights that could potentially make or break a political campaign. As more politicians—and world leaders—embrace social media platforms like Twitter to communicate with their constituents and supporters, social media analysis for politics will evolve too and will become even more of an important practice to embrace.

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