Tweeting the 57th Presidential Inauguration

Last week, the world watched as Barack Obama was sworn into his second term as President of the United States. Although ceremony attendance at the 57th Presidential Inauguration was roughly half that of 2009, Twitter conversation during the ceremony increased more than 13 times, from 82,392 tweets four years ago to 1.1 million tweets in just over one hour last Monday.

A Crimson Hexagon analysis of Inaugural Twitter conversation found that only 4 percent of tweets were negative or “not interested” in the day’s events ­­– an unusually low percentage on a platform where criticism often goes viral. Instead, around 34 percent of tweets focused on the ceremony’s performances or speakers, while the historical nature of an African American president being sworn in for a second time (and on Martin Luther King Day no less) accounted for about 11 percent of tweets. “Sasha and Malia,” “the First Daughters” and “Beyonce and Jay-Z” were among the inauguration terms that trended worldwide, speaking to the pop culture sensationalism that often drives Twitter conversations.

Both @WhiteHouse and @ObamaInaugural accounts live-tweeted the Inauguration Ceremony, posting key quotes from President Obama’s speech. According to Twitter, ceremony conversation peaked at 12:08 pm –  or 27,795 tweets per minute – when President Obama discussed the current divide between the Republican and Democratic political parties, saying, “We cannot mistake absolutism for principle or substitute spectacle for politics, or treat name-calling as reasoned debate.” Equality messages also played well on Twitter, with a @WhiteHouse tweet about gay rights receiving almost 7,000 retweets to date.

While many in DC braved the cold weather and crowds on the National Mall, the @EdelmanTechDC team monitored Twitter conversation in real time. The team used proprietary Edelman software called Flow140, which graphs clusters of conversation in real time and identifies “Patient Zero,” or the user(s) who most influence conversation and inspire retweets.

As could be expected, celebrities’ tweets and traffic from @BarackObama and @WhiteHouse had a great deal of influence on Inaugural Twitter conversation. But @EdelmanTechDC also found lesser-known users who played a role in driving #inaug2013 messages. Take @Christiana1987 who – with fewer than 6,000 Twitter followers – quickly earned more than 2,300 retweets for a tweet celebrating the significance of President Obama’s second inauguration falling on Martin Luther King Day.

Members of the 113th Congress – 93 percent of whom have a campaign and/or official Twitter account – also tweeted during the Inauguration Ceremony. In fact, a number of members tweeted their prime views of the President from their seats on the U.S. Capitol.

Ever-growing Congressional presence on Twitter and the increased volume of Inauguration Ceremony tweets speak to how far Twitter has come as a participatory medium since 2009. This time around, Twitter was a fabric of the in-person Inauguration experience, as well as the shared experience via TV coverage. While we don’t know who will be the 45th President of the United States or what his or her key messages will be, one thing stands true: our nation’s capital will roll out the red carpet again on January 20, 2017 and Americans – and the world – will document and share their experiences in real time via the popular social networks of the day.

Image credit: wallyg

Capitol Tweets: Learning from the Election, Looking to the Future

NOTE: This is the fourth post in a special Capitol Tweets post-election series.

Though the presidential campaign captured the majority of social media traffic and attention during the 2012 elections, some Congressional races across the country were not far behind.  Unlike the presidential campaigns, Congressional incumbents and hopefuls didn’t hire hundreds of professionals to manage their digital media marketing, nor did they spend millions on Facebook and Twitter ad buys. However, the most successful candidates did recognize social media’s ability to connect them with voters, amplify their messaging and get constituent feedback in real-time.

In the aftermath of the election, Politico reported that “eight out of nine Senate races considered to be toss ups this year were won by the candidate with the more engaged Facebook fan base… And in 11 of the 15 competitive House races where incumbents lost on Tuesday, the challenger enjoyed an engagement advantage over the incumbent.” Though the electoral success rate cannot be entirely credited to social media use, it is more apparent than ever that candidates who embrace innovative digital tactics are more likely to boost name recognition and remain relevant in both national and local races.

Among incumbents, the three Members of Congress selected as MVPs this campaign season were by no means novices in the social media sphere. These Members’ official accounts were featured in last year’s Capitol Tweets report and ranked high in all four TweetLevel categories – Influence, Engagement, Popularity and Trust. Their digital chops were evident on the campaign trail as well.

  • Speaker of the House John Boehner (R-Ohio) launched a series of social media giveaways through his “Team Boehner” Facebook and Twitter accounts. These giveaways ranged from iPads to t-shirts, and encouraged social fans to post and engage with his accounts throughout the campaign season.
  • In a close race against challenger and outgoing Rep. Todd Akin, Sen. Claire McCaskill (D-Mo.) capitalized on the organic, negative conversation after Akin’s comments about “legitimate rape.” Sen. McCaskill launched a series of ads on Twitter, Google and Bing that displayed whenever users searched for Akin, reminding voters of his “anti-women campaign” and linking to her online donation page.
  • Following the popularity of President Barack Obama’s Ask Me Anything (AMA) on Reddit, Rep. Keith Ellison (D-Minn.) hosted his own AMA resulting in more than two thousand comments from participants, including submissions from his district constituents.

Among the 13 Senators and 84 Representatives joining the 113th Congress, two freshman Senators stood out as “Social Media MVPs” this campaign season. The Sens.-elect featured below were identified due to their widespread presences on various social platforms, active engagement strategies, and against-the-odds successes.

  • Sen.- elect Ted Cruz (R-Texas)– During the primary season, Cruz launched one of the most successful, online grassroots Congressional campaigns to date. His opponent, David Dewhurst, outspent Cruz three to one, but Cruz walked away with 57 percent of the vote. Cruz’s digital efforts culminated in ten times more followers than his opponent on Facebook, a successful blogger outreach program, YouTube video stunts, online ads, and geo-targeted updates among other initiatives. In the words of Politico reporter Steve Freiss, “For all the hype surrounding social media in campaigns, Cruz is among the first American examples of a dark horse candidate who rode to victory by tapping into the vast power of Facebook, Twitter, blogs and email.”
  • Sen.-elect Elizabeth Warren (D- Mass.)– Warren’s vigorous social engagement strategy throughout her campaign stood in stark contrast to her now defeated competitor, outgoing Sen. Scott Brown. In what many considered to be a toss-up election, Warren’s smaller but mightier digital presence pushed her campaign effort over the edge to a decisive Election Day victory. Analysis conducted by strategists Matthew MacWilliams and Edward Erikson discovered that on Election Day, Warren had more than 100,000 Facebook fans engaging with her page. In contrast, her opponent Brown only attracted around 45,000 engagements. In an election that was only separated by 200,000 votes, this edge in social media engagement could be considered a large contributing factor to Warren’s Election Day victory.

These incumbents and freshmen being sworn into the 113th Congress next month have demonstrated the vast power and influence that digital media can have in a campaign’s success. Sens.-elect Cruz and Warren are two social media powerhouses that should be monitored closely as they rise to their new roles in the Senate. It will be interesting to see how their digital strategies evolve as their social properties transition from campaign to official, Congressional accounts starting Jan. 21.  Stay tuned.

Don’t forget to check out Part 1, Part 2 and Part 3 in this Capitol Tweets series.

The Greatest Tweet Ever?

For provocateurs of social media data analysis, the most interesting trend on election night actually have happened after the race was called.

This post from @BarackObama set Twitter ablaze as the most retweeted tweet of all time and garnered much mainstream media attention the following morning.

As of 2pm November 13, 2012, the Tweet garnered more than 815,000 retweets.

We can take these numbers at face value, but the most salient questions should be, “Are these numbers good?” and “What does it mean?” and “How do you benchmark against these?”

Context is the key to understanding relative performance.

A for Amplification

If we are looking solely at the high number of retweets, focusing on amplification is vital.

Amplification is the percentage of a fan base that engages with content via a retweet.  This metric helps measure how engaged and interested fans are in content, based on whether they want to share it with their own audiences. To get a sense of amplification, compare the number of retweets to the overall reach of those tweets (i.e., the combined number of followers for all retweeters).

Though there isn’t access to the reach numbers, use followers as a proxy to examine the amplification percentage:  As of November 13, President Obama has 23.3M followers and approximately 3.5% of them amplified the election night tweet. Let’s compare this to the previous record holder, @justinbieber (30.2MM Followers).

Following the same rules as the President’s official Twitter account, this post was amplified by only 0.74% of Bieber’s followers.

The President looks pretty good compared to the Biebs.

For the sake of context, look at one more example from @TJLang70, an NFL offensive guard on the Green Bay Packers who has 124,836 Followers.  In September, the Packers lost a football game on a controversial last-minute touchdown call made by replacement officials.

He tweeted his disappointment following the game receiving 98,680 retweets, good for third all time, which means 79% of his followers amplified the message.

Granted, the collective amplification would look different using actual reach numbers in the calculation, rather than followers, but there are overarching key learnings that can applied to social data analysis:

  • Big numbers don’t necessarily mean big results
  • Ask questions when analyzing social data, because even small numbers can be meaningful
  • Add the missing layer of context to foster greater understanding (i.e., dig deeper into the metrics rather than just analyzing follower numbers or the number of re-tweets, understand a community’s voice, interests and user habits)
  • Know the fan base; all three examples above were either timely or directed toward a rabid base of fans
  • Apply relevant benchmarks to understand performance

Photo Credit: Barack Obama

Social Matters: The Ryder Cup 2012

This past weekend, Edelman Digital’s Social Intelligence Command Center, in partnership with MATTER and Hootsuite*, launched Social Matters, a series of data visualizations highlighting social conversations around specific events- specifically, the 2012 Ryder Cup in Medinah, IL. We analyzed the drivers of the social conversation around this international event and sought to understand the emerging trends.

The results were fascinating. Driven by the sometimes tense and other times joyous events of the weekend, from Team USA’s initial commanding lead to Team Europe’s breathtaking comeback and win, we found that the social conversation clearly reflected and complemented the field of play. Here’s the breakdown, day by day:

Day One

Team USA’s strong initial lead on the field of play extended to the social sphere as well. More than double the amount of #RyderCup tweets originated from the U.S. than did from Europe (57,249 vs 28,024). That’s not to discount Team Europe’s social presence, however- Team Europe’s official Twitter handle, @RyderCupTeamEUR, effectively matched the number of tweets posted by Team USA’s handle, @RyderCupTeamUSA with 2,438 vs 2,497 tweets. In addition, support of Teams USA and Europe from professional non-golf athletes and popular figures drove large amounts of conversation, especially in Europe. Danish professional tennis player Caroline Wozniacki, Rory McIlroy’s girlfriend, drove a leading 425 retweets cheering on Team Europe, followed by @spursofficial and @ianjamespoulter, all cheering for Europe.

Day Two

On day two, Team USA’s commanding lead grew, both on the course and in the digital space. Appearances by President George W. Bush and Michael Jordan drew large amounts of conversation, particularly in the United States, where tweets using the #RyderCup hashtag outnumbered usage of the same hashtag in Europe by more than double.

We see a greater emergence of the “Second Screen”- usage of mobile devices like tablets and phones to communicate via social about what viewers were seeing in person and live on television. We’re seeing greater integration between “IRL” (In Real Life) events and social interaction with both “Lean Forward” devices like smartphones and “Lean Back” devices like tablets used while watching television.

Day Three

Day three’s play brought us the stunning comeback of Team Europe to their ultimate victory over Team USA by a single point. Social conversation on the third day revolved around the events on the course, with large spikes in conversation brought on by Rory McIlroy’s late arrival and Marin Kaymer’s epic clinch of the Team Europe win over Team USA. People, and the Internet especially, love a great comeback story and Team Europe did not disappoint. The #GoEurope hashtag reemerged as a major driver of Twitter conversation, and overall conversation exploded, taking #RyderCup tweets originating from both teams’ respective homes into the several hundreds of thousands. In addition, European golfers’ Twitter handles drove massive amounts of conversation, with Ian Poulter alone earning over 70,000 mentions on Sunday.

Europe’s triumphant win translated directly to the conversation in the social space, with conversation hugely increasing on both sides of the pond and European golfers earning huge impressions through both their play and their happy interactions with European fans. Success in real events manifested largely in digital.


We’ve compiled all of these data and learnings into a document called “Social Matters,” embedded here for your convenience. The 2012 Ryder Cup has been a fantastic example of the growing interdependency of digital and living events–never exemplified better than with the correlation of conversation to real play and Team Europe’s use of the #GoEurope hashtag in a skywriting stunt put together by passionate fans.

Hootsuite is an Edelman client.

Colorful golf tees image courtesy of BigStock.

Social Matters: The Ryder Cup Day Three

In the final day of the Ryder Cup, Team Europe overcame a 4 point deficit to win the cup against team USA by a single point (14.5 to 13.5). Brought to you by Edelman Digital, Matter, Hootsuite* and the SICC, here’s the day three infographic covering our measurement and analysis of the social data from today, up to date as of 5:30 PM CST.

As you might expect, the comeback and subsequent win for Team Europe drove major conversation in social media, which was overwhelmingly positive. In addition, Team Europe set up an interesting integration of social media into the event itself: they used a skywriter at Medinah Country Club to cheer on the fans and players and “wrote” the hashtag #GoEurope:

Photo credit: @AnizRuda

Social conversation today peaked right around Rory McIlroy’s late arrival with over 9,000 mentions. Initially, media started the discussion around his status on Twitter, which was quickly amplified by fans throughout the social space. Without further delay, here is the final infographic covering today’s conversation, brought to you by Edelman Digital, Matter, Hootsuite and the SICC. Stay tuned for a recap post covering key learnings and a summary!

*Hootsuite is an Edelman client.

Pro golf gear photo courtesy of BigStock.

Social Matters: The Ryder Cup Day Two

In day two of the Ryder Cup in Medinah, IL, we’re now seeing, more than ever, the growing impact of social media on sports and the power of the “second screen.” Brought to you by Edelman Digital, Matter, Hootsuite* and the SICC, we’re compiling data (current as of 5:30 PM CST) from each day of the Ryder Cup into infographics showing highlights of the conversation. Here are some of the highlights from day two:

  • Conversation today peaked at 10:00 AM CST with 12,000 tweets in that hour alone.
  • The most tweeted moments are on the green. Mentions of “putting” and “hole” are prevalent.
  • More than 2,000 tweets were sent regarding the crowd- particularly how loud it was.

There are sound learnings to take away from this data. The emergence of the “second screen” (mobile device, tablet, etc.) in TV spectatorship is amplified at major live events like the Ryder Cup. In addition, television coverage drives fan reaction in social.  Fans share how impressive shots are, which celebrities are in the crowd and what competing players are wearing.

Without further ado, here is today’s infographic. Stay tuned tomorrow for the third installment of “Social Matters.”

*Hootsuite is an Edelman client.

Golf ball photo courtesy of BigStock.


Social Matters: The Ryder Cup Day One

At this year’s Ryder Cup 2012 in Medinah, IL, social matters. Edelman Digital and Matter are listening to the huge online conversation around this classic international competition. Starting with today and running all three days, Edelman Digital, MATTER, the SICC and HootSuite* have partnered to bring a view of social media action to the Ryder Cup with infographics covering the conversation. The following data is up to date for 5:30 PM CST.

*Hootsuite is an Edelman client.

Image credit: shoebappa

The Critical Importance of Time When Understanding Influence

A process cannot be understood by stopping it. Understanding must move with the flow of the process, must join it and flow with it.”

..and yet the above quote from Frank Herbert is exactly what many people ignore when trying to understand who is influential on any given topic. Conversations are not fixed points in time but are dynamic and agile with different participants contributing throughout.

Why This is Important?

If people are trying to influence a conversation to ensure their message resonates throughout their target audience it is essential that they target the right people, at the right time in the right manner. Too often people only focus on who are the right people but haven’t access to the right tools to help with the later areas.

Working in tandem with Ramine Tinati from the the University of Southampton, we analysed multiple conversations via a unique tool called TweetFlow for common trends. The results were astounding and has directly impacted the way I work.

In previous discussions, I have explained how: influence is defined by how information flows in a conversation

As part of this, much of the focus has been on two of the primary personas within the topology of influence. The idea starter and the amplifier – however, what I have only recently realised in my own Eureka moment is that a forgotten but critical player is the curator needs to be engaged with. This person, often overlooked due to their relatively low popularity has proven to be a significant driver of influence.

When analysing the three types below, it is clear to see that as marketers we must adopt both technology tools and sociological profiling to help us interact with people. Idea starters start early in great detail but often do not engage when the conversation reaches maturity and amplifiers publish and move on. If we were to engage with these two types when a conversation has been established in the market for some time because we rightly understood that these two people were instrumental in making this happen, then we would be wasting our effort. Instead it is the local expert who maintains the conversation and enables it to grow.

Maturity of Conversation Flow via Influence

Taking the Gartner hype cycle concept, I have adapted this to the growing maturity of a conversation topic. As marketers, we need to identify at what stage of a conversation we are engaging in, so that we in turn can ensure that our limited time and focus is spent concentrating on the right people who have the greatest chance of influencing others.

Stage 1: Conversation Trigger

Regression analysis of conversations often point to a few individuals who initiate the concept. These ‘idea starters’ often collaborate with curators to refine the concept and amplifiers to help publicize their thoughts. Engagement with the idea starter via collaborative discussion holds the greatest opportunity to influence the conversation.

Key influencer: Idea Starter

Preferred Engagement Behaviour: Collaborative discussion

Stage 2: Peak of Concurrent Conversations

When an ‘amplifier’ becomes interested in a conversation, it has the opportunity to reverberate around communities. With a large audience, an amplifier’s voice is disproportionately loud and for this reason has often been the target of many influence campaigns. Engagement with group has the greatest chance of success provided a relationship exists. However, this opportunity is often extremely hard to achieve and hence marketers have instead opted for influencing the influencers of this group (i.e. idea starters) or using paid methods (e.g. advertorials). Nevertheless, what cannot be doubted is that when an amplifier publicises content, it generates a huge volume of conversation.

Key influencer: Amplifier

Preferred Engagement Behaviour: Pre-packaged content that is easy to reproduce

Stage 3: Trough of Early Adoption

As any blogger will tell you, after the initial excitement of a meme, there comes a quick and sudden lull in conversation volume. What is most apparent is that the early catalysts for discussions no longer actively participate in the conversation. This is a crucial stage as it is here where the traditional key influencers of idea starters and amplifiers make way for the curator. Curators are the niche experts who are known within their circle as the go-to-person about a niche area. They may not have a huge number of followers but they maintain the conversation when others have left.

Key influencer: Curator

Preferred Engagement Behaviour: Q&A, scenario discussion

Stage 4: Slope of Enlightenment

For an idea to manifest, it takes time and evidence-based discussion to prove that it is an idea worth following. It is at this stage that once again we see the curator as being a focal point in idea adoption.

Stage 5: Plateau of Mainstream Adoption

You may never get as high a degree of volume of discussion as with the Peak of Concurrent Conversations but it is at this final stage where key commentators are dominating the conversation. Adoption of the idea is widespread with the initial idea starter and amplifier having progressed to other areas some time ago.

Proof of Theory – TweetFlow

In this video created with TweetFlow, you can see how idea starters start early in the conversation, amplifiers give it mass growth but it is the curators who make it last.

The Topology of Influence in Detail – idea starter, amplifier, curator, commentator and viewer

Idea Starters – this small collective of people are the creative brains behind many of the thoughts and ideas that other people talk about. Even though they may not necessarily have a large audience themselves, their insightful opinions often flow and are repeated throughout conversations long after they have left. They are typically well connected to other idea starters (where they collaborate on thoughts) and amplifiers (who they often rely upon to spread their views). Idea starters tend to be well connected to curators and amplifiers.

Amplifiers – these people frequently have a large audience and following. Their expertise may be deep but often they rely upon other contacts to provide opinion to which they then let their readership know about. They often have professional or commercial motivations such as journalists or analysts but are also more often than not self-created experts and avid sharers of information. Their advantage and their burden is their huge number of followers they need to keep satisfied. This behaviour ensures that they need to receive pre-packaged content that they can easily repost, retweet or repurpose so that their audience does not diminish. Amplifiers are frequently well connected to idea starters as the source of their content.

Curators – this group though having a far smaller audience are perhaps one of the most influential groups. Long after the idea starter and amplifier have left a conversation, it is the curator that maintains discussion. This niche expert collates information about a specific topic and is frequently sought after for advice about this specific area. They often take part in discussions with idea starters and are avid readers of topic-specific amplifiers.

Commentators – these people individually have little influence. Their behaviour often resembles little more than adding a comment without contributing greatly to the conversation. Their influence should not be ignored but should instead be viewed as a collective to measure the trend of opinion around a subject. An interesting factor is that this group are often self-moderating – when negative comments are posted often these contributors will often intervene to correct inaccuracies or a unfounded negative views.

Viewers – In the conversation this invisible group who we call viewers don’t leave a foot print except through Google. Indeed it is through Google, and the impact of viewers on search results, that these other groups become influential and evolve their role within a conversation. Authority rests with the search patterns of those who simply observe in a democratic world.


In order to stand the greatest for marketers to influence a conversation, they must appreciate what maturity stage the conversation currently is at. Upon doing that they will need to target the most appropriate person from within the topology and engage with them according to their behavioural characteristics.

End note: We are currently beta-testing the next iteration of TweetLevel which will allow anyone to identify what type of influencer a tweeter is via its algorithm. If you would like a beta-access password, please contact @jonnybentwood.

Image credit: Brian Clayton

Own The Data, Own The Future

This post was originally published on David Armano’s blog Logic + Emotion.

Now that some of the dust is settling around Facebook’s massive acquisition of Instagram this past week, we can all take a step back and think about the bigger picture. Yes, Facebook understands the critical role mobile will play in how billions of people interact and communicate but they also understand that interactions, engagement, consumption or whatever you want to call it generates one thing.


Facebook wants it. Google wants it. And all businesses will want to understand it. There is huge, big business to be built around all kinds of data. Targeted marketing is the first salvo and it’s a pretty big one. But that’s likely the tip of a gargantuan iceburg. I had some fun recently chatting with Richard Quest from CNN on some of these issues. It’s only a few minutes, but you get the idea. The Web is going social, mobile and local. All of this will generate a lot of data, and that’s going to be valuable in a lot of ways. What do you think? Where is all of this going?

Twitter, the Influence of Presidential Candidates in the French Election and the Trust Barometer

This post was originally published on Christophe Ginisty’s blog, ginisty.com.

Every week, I discuss the the state of the influence of the French presidential candidates on Twitter as measured by Tweetlevel, the tool designed by Edelman.

As a reminder, Tweetlevel is the only free tool that measures the reality of the influence on Twitter by integrating both quantitative and qualitative criteria and displaying components of the influence through three dimensions: popularity, engagement and trust.

Graphs illustrating this note show the scores since the creation of the barometer, last December. Moreover, in order to gain visibility, I opted to show only the main candidates.

Tweetlevel Score: Nicolas Sarkozy’s Twitter Account is on Fire

Last week, Nicolas Sarkozy had just declared himself a candidate and had opened an account on Twitter.

This week, no doubt, the arrival of the president energizes Twitter and produces a kind of a chemical reaction which virtually all applicants (with the notable exception of Marine Le Pen and Nicolas Dupont-Aignan), have benefited.

They record all of a fairly sharp rise, a sign that the entry of Sarkozy has forced candidates and supporters to become more active on Twitter.

Note again this week that the largest increase is to be credited to Jean-Luc Melenchon who takes the top spot of the overall influence on Twitter. It records the score of 85.5 and is truly impressive.

Popularity score: Nicolas Sarkozy is already very high

The popularity rating takes into account the number of people following one account, but also the influence and popularity of these followers: the score is even more important when one is followed by people who themselves have a many influential followers.

If Francois Hollande is still tops on this index, the arrival of Nicolas Sarkozy is remarkable since it reaches immediately the second position of the index, at the same level of François Bayrou, a very established and experienced Twitter user.

We also see a fairly sharp rise of Jean-Luc Melenchon who gained almost 5,000 new subscribers in just a week and glue together the leading pack.

No decline this week on this index, but a disturbing stagnation of Eva Joly from the green party, whose influence does not seem to vary.

Engagement score: Mélenchon is leading the race


The engagement reflects several criteria among which include the attendance of publication on Twitter, frequency of publication, but also responsiveness to inquiries and participation in the conversations of your community.

This is where the full Sarkozy effect plays.

As I said earlier, the arrival of the president on Twitter had the effect of multiplying reactions, both from the other candidates themselves and their supporters. This has had an effect on the mechanical of the engagement index.

And it was Jean-Luc Melenchon, the extravagant candidate supported the Communist party, which has soared, taking the lead in the index with a spectacular score (77.6), followed closely by Francois Hollande (from the Socialist Party).

What is rather amusing to see, the bipolar logic is illustrated in full this week. When the main conservative candidate comes into play (Sarkozy), the intensity of the conversations on the left explodes.

Trust Score: The Fans on the Warpath

The trust score refers to the propensity of subscribers to “retweet” or reference to tweets written by the account holder. This rating also incorporates the successive Retweets and so highlights the viral power of one Twitter account. This is a particularly valuable dimension on the Internet.

This week, the growth of all candidates is impressive.

It is mainly due to the importance of the event that constituted the beginning of the campaign of Nicolas Sarkozy. Supporters of other candidates waited patiently for their “champions” tweets on Sarkozy to immediately retweet them.

As a result, the Trust index that measures the virality of messages exploded.

The influence also depends on what others tweet

Looking at the scores of the week, there is an exceptional revival of influence whose origin is the arrival of Nicolas Sarkozy on Twitter surrounded by thousands of immediate followers.

For such a phenomenon to happen, it must have mingled conversations. Citizen’s expression is powered by a gigantic game of ping-pong played in every direction. Everybody is watching everybody. The activity peaks often come from what others do. People have responded to each other with an unmatched intensity. Citizens from each camp have taken the opportunity of the entry of Sarkozy to occupy Twitter. This was the case this week and that’s where we understand the full scope of the term “social network.”

Last comment of the week, let’s not forget that the performance of Jean-Luc Melenchon on Twitter is everyday more remarkable. I may be wrong but my intuition tells me that his Tweetlevel scores may reveal a big surprise on the Election Day. I am not saying that he can win the election. I am just thinking he will reach an unexpected score that could affect the leadership of the favorite candidates.

To be decided…

Image credit: League of Women Voters of California

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