A short analysis after the New Hampshire Primary

1. Post – New Hampshire Primary Event
Salesforce Radian6 Report

2. SUMMARY OF ELECTION EVENTS
The spike during the Iowa Caucus grew to approx. 88,000 social
mentions for the day time frame. The New Hampshire Primary saw The New Hampshire debate from January
its spike come in at just over 64,000 social mentions. 7th created a volume of spike of
approximately 135,000 social mentions.
This debate was nearly double the spike in
mentions compared to both election events.
160,000
140,000
120,000
100,000
80,000
60,000
40,000
20,000
0
Jan 03 Jan 04 Jan 05 Jan 06 Jan 07 Jan 08 Jan 09 Jan 10
Looking at the two
election events
Micromedia
Comments
comparatively, there
Facebook
was a larger amount of
Blogs mainstream news
Forum Replies attention during the
Mainstream News New Hampshire
Videos Primary as compared to
Forums the Iowa Caucus (3.0%
Images to 0.7%)
MySpace
200,000 150,000 100,000 50,000 0 50,000 150,000 250,000 350,000
The New Hampshire
Primary saw an
male increase in the male
gender as compared to
the Iowa Caucus by
female
6.6%.
80,000 60,000 40,000 20,000 0 10,000 20,000 30,000 40,000
25-34
35-44 The age bracket
45-54 breakdown mirrored
nearly exact for both
21-24
events.
55-64
18-20
65+
8,000 6,000 4,000 2,000 0 1,000 2,000 3,000 4,000
Salesforce Radian6 Report 2

3. CANDIDATE SOCIAL MENTION REVIEW
Below is a look at the Social mentions across all monitored media types for the candidate mentions (twitter
handles, first name, last name and all campaign handles) as they relate to the event mentions themselves.
Social Mentions Social Mentions
Day of Iowa Caucus Day of NH Primary
January 3rd, 2012 January 10th, 2012
Ron Paul 40, 691 23,208
11,350 8,459
Barack Obama
Rick Perry 9,841 4,328
Mitt Romney 30,889 35,935
Rick Santorum 35,230 7,704
Newt Gingrich 8,686 6,643
9,367 479
Michele Bachmann
Jon Huntsman 3,036 15,983
Ron Paul
22.6%
Rick Santorum Mitt Romney
23.6% 20.7% Jon Huntsman
15.6%
Barack Obama
7.6% Barack Obama
8.2%
Rick Perry
6.6% Mitt Romney
35.0% Rick Santorum
7.5%
Ron Paul Michele Bachmann
27.3% 6.3%
Newt Gingrich
Newt Gingrich 6.5%
Jon Huntsman 5.8%
2.0% Michele Bachmann Rick Perry
0.5% 4.2%
Salesforce Radian6 Report 3

4. CANDIDATE SOCIAL MENTION REVIEW
PAST 30 DAYS SHARE OF VOICE
Below is a look at the Social mentions across all monitored media types for the candidate mentions (twitter
handles, first name, last name and all campaign handles) sorted by overall past 30 days volume.
Social Mentions
Past 30 days
Ron Paul 6,440,388
Barack Obama
Barack Obama 4,844,824 24.4%
Rick Perry
Rick Perry 2,729,095 13.7%
Mitt Romney 2,227,588
Mitt Romney
11.2%
Rick Santorum 1,375,458
Ron Paul Rick Santorum
32.4% 6.9%
Newt Gingrich 1,248,986
Newt Gingrich
6.3%
Michele Bachmann 520,172 Michele Bachmann
Jon Huntsman 2.6%
2.4%
Jon Huntsman 467,808
Salesforce Radian6 Report 4

5. CANDIDATE MENTION DEMOGRAPHIC BREAKDOWN
PAST 30 DAYS
The following information takes a look at the volume of Social Mentions for each candidate and breaks
down their demographic information. While all candidates had 25 – 34 has their top age bracket, Jon
Huntsman’s saw this take up the largest percentage of his age bracket breakdown. On the gender side, Rick
Perry was the only candidate to feature a majority female audience. The two main USA locations identified
were New York, NY and Washington, DC.
Gender Split Top Age Bracket Top USA Location
(male/female) (% of total age breakdown) (out of available data)
Ron Paul 67.8%/32.2% 25-34 (32.8%) New York, NY
Mitt Romney 62.7%/37.3% 25-34 (27.5%) Washington, DC
Rick Santorum 61.1%/38.9% 25-34 (27.7%) Washington, DC
57.8%/42.2% 25-34 (24.5%) Washington, DC
Barack Obama
Rick Perry 43.0%/57.0% 25-34 (26.9%) Washington, DC
Newt Gingrich 62.1%/37.9% 25-34 (27.8%) Washington, DC
60.3%/39.7% 25-34 (30.6%) New York, NY
Michele Bachmann
Jon Huntsman 66.3%/33.7% 25-34 (34.4%) Washington, DC
Salesforce Radian6 Report 5

6. TARGETED TOPIC ANALYSIS
Based on supplied interest areas the following breakdown was observed as connected to the candidate mentions
and election event mentions for the past 30 days.
Top Candidates Mentioned
Barack Obama
Top Candidates Mentioned
Mitt Romney
Barack Obama
Ron Paul
Ron Paul
Mitt Romney
Top Candidates Mentioned
Barack Obama
Mitt Romney
Ron Paul
Jobs and unemployment
Economy Top Candidates Mentioned
Barack Obama
Ron Paul
Mitt Romney
Healthcare
Government Spending
Top Candidates Mentioned
Barack Obama
Mitt Romney
Newt Gingrich
Immigration
Top Candidates Mentioned
Barack Obama
Top Candidates Mentioned Ron Paul
Rick Santorum Newt Gingrich
Mitt Romney
Barack Obama
National Security
Social Issues
0 50,000 100,000 150,000 200,000 250,000 300,000 350,000
Salesforce Radian6 Report 6

7. METHODOLOGY
Radian6 Data
Radian6 covers over 150 million sources each day, including the broadest available coverage of:
• Blogs
• Mainstream online news, such as CNN.com
• Video and Photo sharing sites, like Flickr and YouTube
• Micromedia, including the full Twitter firehose
• Forums and Discussion Boards
• Blog comments
• Facebook public discussion forums
We use a combination of RSS and other data feeds in addition to proprietary crawlers in order to index the
entire social web. If data is available publicly, we’ll capture it. That also means that data the community
trusts to stay behind a wall, will; we don’t crawl or capture sites like private portions of Facebook, private
communities, or similar sites. We capture over eight million on-topic posts and comments each day, filter
out the spam and irrelevant data, and deliver results to you in near real time.
Radian6 Insights
Insights give meaning to unstructured volumes of content based your needs and integrated into our current
dashboard offering. Current partners include Klout, OpenAmplify and OpenCalais. The insights that each
of these partners offer (like age range, location, influencer score, textual analysis) are added as drill down
options on the Dashboard widgets, so you are able to take your Radian6 topic profile mentions and overlay
the insight partner data all in one place.
Salesforce Radian6 Report 7

8. Salesforce.com
http://www.salesforce.com
Radian6
http://www.radian6.com