An analysis for the Cabinet Office

1. Pro-Union Influencers
An analysis for the Cabinet
Office
Contact:
Gaelle Bertrand, Head of Brand Insight
Gaelle.Bertrand@precise.co.uk

2. Retrieve content
Through intelligent search string
Focus on ‘Better Together’ campaign
key words and hashtags
Time period 1 Aug 2014 – 31 Aug 2015
Identify influential groups
Classify authors into different categories
(the media, individuals, organisations),
using information available on their
profiles
Research their backgrounds online.
Assess influence
Reach: potential audience
Activity: how often they posted pro-union
tweets
Resonance: evidence their opinion is
shared, or echoed by others (e.g. replies,
quotes, retweets, and follows)
Relevance: do they express an informed
opinion: do they shared others’ posts or
dissect the news agenda?
Create profiles
Understand their social media footprint
Methodology
September 2015
Pro-union influencers

3. Most vocal and influential academics
Pro-union influencers
September 2015
Author Type Bio
Reach
(follower
count)
Number of
Pro-Union
Tweets
Retweets Impressions
@Historywoman
(Jill Stephenson) Lecturer
Professor of History at Edinburgh
University
2,224 188 0 242,806
@Holland_tom
(Tom Holland)
Historian
Historian. New book, 'Dynasty', out
in Sept! Herodotus translator.
Dinosaur lover. Hedgehog
conservator. A 'leading English
cricketer' - The Times
37,847 11 16 278,358
@AileenMcHarg
(Aileen McHarg)
Professor
Professor of Public Law, University
of Strathclyde. Interests: Scottish
and UK public law; energy
regulation; climate change
regulation.
1,035 1 550 468,720
@ProfTomkins
(Adam Tomkins)
Professor
Professor of Law | Constitutional
Adviser | Father of four | Aspiring
Politician | Not in that order
6,761 4 119 97,415
@peatworrier
(Dr Andrew Tickell)
Lecturer
Prolixity from Andrew Tickell.
Constitutional law, human rights &
Scottish politics. Jacobin-
sympathetic scribbler, lecturer in
law, and jaded flâneur.
10,637 4 69 87,876

4. Influencer profile: Jill Stephenson
Pro-union influencers
September 2015
Jill Stephenson
Professor of History at Edinburgh Universityand commentator on the
potential impact of Scottish Independence
@Historywoman
2,224 followers
https://www.linkedin.com/pub/jill-stephenson/59/613/a40
188 tweets
0 retweets
Twitter impressions: 242,806
Influential because of her media profile and recent outburst about SNP
MP Mhairi Black in July 15. Previously featured in the FT and the
Scottish Review.
Her Twitter activity has consisted in retweeting other tweeters supporting
the union such as @ProfTomkins
Her opinion:
“Those of us who are desperate for some real live action from the
unionist side are anxious and frustrated.”
Her views are strong and all about what independence will bring on top
of what devolution has already failed to bring.

5. Influencer profile: Tom Holland, Academic and broadcaster
Pro-union influencers
September 2015
Tom Holland
Historian. New book, 'Dynasty', out in Sept!
Herodotus translator. Dinosaur lover.
Hedgehog conservator.
A 'leading English cricketer' - The Times
http://www.tom-holland.org/
@Holland_tom
11 tweets
16 retweets
Twitter impressions: 278,358
His Twitter activity consisted of original tweets
always mentioning #bettertogether.
Influential because of his media profile and
potential to generate social media impressions.
His approach to influencing on social media is ‘soft’
in that he points out
what makes UK countries ‘Better Together’.

6. Most vocal and influential celebrities
Pro-union influencers
September 2015
Author Type Twitter Bio
Reach
(follower
count)
Number of
Pro-Union
Tweets
Retweets Impressions
@JK_Rowling
(JK Rowling)
Writer Author 5,290,832 17 5,759 68M
@richardbranson
(Richard Branson)
Businessman
Tie-loathing adventurer,
philanthropist & troublemaker,
who believes in turning ideas
into reality. Otherwise known as
Dr Yes at @virgin!
6,484,642 4 1,895 20M
@Duncanwhitehead
(Duncan Whitehead)
Author
Award Winning & Best Selling
Author. Good in bed. I sleep like
a log. 2013 & 2014 International
Book Award Winner. Animal
Lover (Not Literally).
422,080 4 118 1M
@MichelleMone
(Michelle Mone)
Entrepreneur
Voted No1 UK Female
Entrepreneur by Glamour
Magazine. Founder of Ultimo
http://t.co/9cTTHBJdrj
http://t.co/IfjfeUwLMy
1,026,921 5 298 732K
@francisboulle
Francis Boulle
Businessman/
TV personality
Gold Explorer in Africa & Central
America, Author, occasionally on
TV (made in Chelsea)
582,429 2 134 1.2M

7. Other Pro-Union Celebrities
(who have voiced their support on Twitter and have the large followings))
Pro-union influencers
September 2015