Political Brands Need Social KPIs Too

The analysis below described Iowa as the first truly ‘social’ primary in this year’s Presidential race. But – along with other studies – indications about voting intention based on analysis of the candidates’ social media performance proved premature. Click here for an infographic comparing each candidate’s share of the vote and some of the key social media metrics published in the weeks leading up to 3 January.

A very Happy New Year to all – and what better time to launch another study?

As I am sure you know, 2012 is US Presidential Election year and the fun starts with the Republican party primary elections, state by state, to decide who should challenge President Obama in November. First up is the Iowa primary tomorrow so we decided to apply PRINT™ to analyse the candidates’ social media performance. Here are the results:

  Rank PRINT Index™ Popularity Receptiveness Interaction Network Trust
Ron Paul 1 145 87 50 279 164 145
Newt Gingrich 2 109 92 195 46 107 106
Michele Bachmann 3 84 76 108 66 67 102
Mitt Romney 4 79 86 38 69 98 105
Rick Perry 5 78 170 94 -21 148 -2
Rick Santorum 6 70 66 102 70 37 75
Jon Huntsman 7 64 64 78 17 80 82

The full results are probably mainly of interest to followers of the US political scene but what we found most interesting is the amazing correlation between our survey results and actual voting intention.

Comparing our study data with polling data from respected independent US political polling firm Public Policy Polling, we discovered a strong, positive correlation between social media performance and voting intention in the Iowa caucus.

We also found an equally positive correlation between an effective Facebook page, as measured using PRINT, and national voting intentions.

Both were at a statistically high 95% level of confidence.

For the statisticians among you, here are the details:

  1. Pearson product-moment correlation coefficients were computed to assess the relationship between the social media performance of each candidate (using the PRINT Index™) and their polling results in Iowa (using data from Public Policy Polling). There was a positive correlation between the two variables, r=0.825, n=7, p=0.05.
  2. Pearson product-moment correlation coefficients were also computed to assess the relationship between social media performance of each candidate’s Facebook page (using the PRINT methodology) and their national polling results (using data from Public Policy Polling). There was a positive correlation between the two variables, r=0.818, n=7, p=0.05.

We are not, of course, suggesting a predictive quality for PRINT – our study was 21 December anyway and a lot can change in days during primaries. But these results suggest that the connection between social media performance and voting intention cannot be ignored and that it is not just commercial brands but politicians too who need real social KPIs.

Trackbacks/Pingbacks

  1. Ron Paul Could Win Iowa, Based On His Facebook Reach - January 3, 2012

    [...] to be outdone, the social metrics firm Sociagility also studied the social media performance of the GOP presidential candidates before tonight’s Iowa [...]

  2. Ron Paul Could Win Iowa, Based On His Facebook Reach | Facebook Information - January 3, 2012

    [...] to be outdone, the social metrics firm Sociagility also studied the social media performance of the GOP presidential candidates before tonight’s Iowa [...]

  3. Social Media Performance Seen Correlating With Voting Intention | Power Media Group - January 4, 2012

    [...] has been found between overall social media performance and voting intention amongst Iowans, according to January 2012 analysis from Sociagility, which applied its brand-focused PRINT algorithm to [...]

  4. Can Facebook Predict Election Outcomes? | WebProNews - January 6, 2012

    [...] websites, Sociagility and AllFacebook, have analyzed metrics from those three sites in the days leading up to the Iowa [...]

  5. Kagurahai's Blog » Can Facebook Predict Election Outcomes? - January 9, 2012

    [...] websites, Sociagility and AllFacebook, have analyzed metrics from those three sites in the days leading up to the Iowa [...]

  6. Ron Paul Could Win Iowa, Based On His Facebook Reach - AllFacebook - April 11, 2012

    [...] to be outdone, the social metrics firm Sociagility also studied the social media performance of the GOP presidential candidates before tonight’s Iowa [...]

Leave a Reply