1. Social buzz around U.S Presidential elections 2012 -1
[IOWA CAUCUS]
Analysis of the social media buzz for candidates running for
President between 29nd December 2011 to 4th January 2012

2. Candidates Analysed*…
RICK PERRY RICK SANTORUM MITT ROMNEY
BARACK OBAMA
Images: Wikipedia
RON PAUL NEWT GINGRICH MICHELE BACHMANN
*As a result of Rick Santorum’s growing buzz mainly due to landing a close second place at the Iowa
Caucus, this week’s analysis includes analysis of chatter around him as well

3. Similar to last week…
…This week also Barack 8% Bachman
Obama was leading with
30% Newt
around 30% of online 11%
Ron
conversations pertaining to
Rick
candidates running for 22%
Mitt
president, around him 2%
Santorum
18% 9% Barack
Overall Share-of-voice
Positive Buzz – 40%
 Negative Buzz – 30%
 Neutral Buzz – 30%
Positive
30% 40%
Negative
Negative buzz pertaining to 30% Neutral
Obama’s signing into law the
National Defense Authorization
Act (NDAA) Sentiment break-up for Obama

4. 3%
Although, Mitt Romney was 12%
the winner of the Iowa Bachman
26%
Caucus, highest share of Newt
15%
conversation was pertaining Ron
to Ron Paul Rick
Mitt
13% Santorum
31%
Share-of-voice of Republican Candidates
 Positive Buzz – 36%
 Negative Buzz – 49%
 Neutral Buzz – 15% Positive
32% 39%
Negative
Negative buzz pertaining to
newsletters allegedly sent out Neutral
29%
under his name, containing
racist undercurrents
Sentiment break-up for Ron Paul

5. 100%  Ron Paul, who
90% had highest share
80% of voice amongst
70%
60% Social Networks republicans, discus
50% sed maximum in
Forums
40% social networks
Images
30%
20% Blogs Mitt Romney
10% Videos discussed earnestly
0% across
News
Microblogging microblogging
platforms such as
Twitter, followed by
Social Networks
such as Facebook
Break-up of chatter across channels
Maximum number of online news articles dedicated to
Romney, surpassing even Obama whose social media buzz was
mostly due to discussions across microblogging platforms

6. 100% Despite negative
comments around him
90% signing the NDAA, the
80% percentage of positive
70% chatter around Barack
60% Obama was highest at
50% 40%
40% Least percentage of
Neutral
30% negative conversations
Negative
out of overall chatter for
20% Positive Mitt Romney at 20%
10% Amongst the
0% Republican
candidates, maximum
positive discussions
around Ron Paul, who
was also a close third at
the Caucuses
Break-up of sentiment
46% of conversations around Rick Santorum carried a
negative undertone questioning his alleged racist remarks
against black people in a speech delivered by him

7. Topical Trends* for Barack Obama
Obama’s pro-gay rights foreign policy discussed with fervor across
social media sites
A topic that created some amount of negative sentiment was Obama’s
signing into law the NDAA
Trends pertaining to Obama joining photo sharing network Instagram
were missing which means this move did not create as much buzz as
anticipated
*Topical trends highlight topics associated with the primary keyword. The size of
words indicate the frequency of occurrence

8. Newt Gingrich’s stance
on ‘Iran’, a popular topic
of discussion.
And so was his
condemnation of rival
‘Paul’s wish to develop
nuclear weapons in Iran
Most conversations
Topical Trends for Newt Gingrich about Gingrich also
featured rivals ‘Romney’
and ‘Santorum’.
Topics around Rick Perry
mostly pertaining to the
ambiguity, regarding the
drop out of Perry and
‘Bachmann’ from the GOP
race
Topical Trends for Rick Perry

9. Most popular topics
around Mitt Romney
included Gingrich
calling Mitt Romney a
“Massachusetts
moderate” , considered
by observers to be
‘pejorative’
Topical Trends for Mitt Romney
A dominant share of
conversations
pertaining to Michele
Bachmann was
pertaining to her
toughest competitors
who were perceived to
be ‘Romney’ and
Topical Trends for Michele Bachmann ‘Santorum’

10. Trends not reflecting
major changes since last
week
Although, Ron Paul had
maximum share of
conversation among his
Republican rivals, the
trends reflect a divided
Topical Trends for Ron Paul
sentiment
Condemned for
having allegedly
singled out black
people during an event
at Iowa
Other topics involved
his remarks on gay
Topical Trends for Rick Santorum marriages, received the
wrath of the social
media community.

11. This week demonstrated results similar to last
week, with Democrat candidate Obama being the most
popular across social media sites, with maximum buzz
contributed through microblogs
Amongst Republican candidates, although Mitt Romney
won the Iowa Caucus, macimum chatter was around Ron
Paul
Catch our update for next week as we analyse the social
buzz around your favourite candidates…

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