SOCIAL MEDIA INTELLIGENCE REPORT (SMIR)
4 March 2019
The Social Media Intelligence Report (SMIR) for the month of February covers the official start of the 90-day campaign period for senators and party-list representatives last February 12. Based on the report, the senatoriables included in the Ranking by Exposure are fairly similar to the results of the January 2019 benchmark: Special Assistant to the President Bong Go and Mar Roxas maintain the first and second post, respectively; Ilocos Norte Governor Imee Marcos, incumbent Senators Sonny Angara and Grace Poe, Makabayan bet Neri Colmenares, former PNP chief Bato dela Rosa, LAKAS-CMD’s Doc. Willie Ong, Katipunan ng Demokratikong Pilipino (KDP)’s Glenn Chong, and Kilusang Bagong Lipunan (KBL)’s Larry Gadon remain in the top 12. Incumbent Senators Bam Aquino and JV Ejercito join the top 12, while former MMDA chair Francis Tolentino and Senator Cynthia Villar are out.
For the metric Ranking by Popularity, Willie Ong and Bong Go continue to lead the list. Similar to the Ranking by Exposure, Francis Tolentino and Cynthia Villar failed to secure their position in the top 12. Grace Poe and former Solicitor General Florin Hilbay also dropped out of the top 12. On the other hand, Larry Gadon, Liberal Party’s Chel Diokno and Erin Tañada, and Pwersa ng Masang Pilipino (PMP)’s Jinggoy Estrada entered the top 12. Other names that made it to the top 12 are Imee Marcos, Mar Roxas, Bam Aquino, Bato dela Rosa, Glenn Chong, and Bong Revilla.
Meanwhile, Willie Ong now lands as number 1 in the Ranking by Virality, with Mar Roxas as number 2. Independent candidate Romulo Macalintal, Erin Tañada, Jinggoy Estrada, and Chel Diokno made it to the top 12 for the month of February, while Francis Tolentino, Cynthia Villar, former journalist Jiggy Manicad, and Glenn Chong slipped out of the cut. Candidates who have managed to secure a slot in the top 12 include Bam Aquino, Bong Go, Imelda Marcos, Grace Poe, Bong Revilla, and Bato dela Rosa.
The SMIR measures the preconceived opinion of the potential voters that is formed prior to official filing and after. The SMIR measures the stability of each qualified candidate’s perception among voters. This framework does not specifically differentiate probable event-based factors but measures the impact the event has on candidates, roughly shifting in perceptions and exposures.
The report was generated using a proprietary software of AutoPolitic with its CXO, Roger Do, serving as Social Intelligence Analyst to PUBLiCUS Asia. The Report is as of March 1, 12:01 am, extracting social media data from February 1, 2019 to February 28, 2019, (20,463,141 data points). All the extracted data are from social media content, reactions, behavior index, and the nature of the extracted data was passive, without an active stimulus. This report does not include active stimulus triggering biases in the form of questions, survey, or polling.
Last January 2019, PUBLiCUS Asia launched its Social Media Intelligence Report (SMIR) as a guide to the May 2019 elections. PUBLiCUS Asia announced that the SMIR monthly report will be released to the public to guide the voters, campaigners and candidates on the blue ocean strategy re using digital for political campaigns.
Table 1. Exposure, Popularity, Virality (February)
Table 2. Exposure, Popularity, Virality (January – Benchmark)
Ranked by Exposure
Measures the total exposure generated about the candidate, without differentiating the exposure contribute derived from paid, owned, or earned channels.
Ranked by Popularity
Measures the total response to the social media content. This measures a candidate’s mention’s effect on generating popular reaction and engagement and is a stable proxy for a candidate’s ability to use social media to rally the public. By inverse inference, it measures the voter’s fascination with specific candidates.
This metric is disproportionately influenced by 1) larger group size, 2) specific media channels, 3) unexpected scandal, 4) specific content responding to popular current events, and 5) paid-for advertisement and paid for boosting.
Ranked by Virality
Measures the spread potential of a candidate’s content, which is critical to measure a campaign’s potential to cross the channel barrier between various media, and in creating true virality. For this measure, data have been transformed into a weighted ranking to normalize the biased factors present in the Ranked by Popularity. These factors, while can be further influenced by advertising, measures a campaigns’ communication effectiveness, and helps calculate the potential voter’s reaction to surprise, scandals, and end of campaign period messages.
NOTE: THIS IS NOT A SURVEY
For questions/inquiries please contact:
- Mr. Jake Bergonia | Mobile: +63 928 505 2010
- Mr. Roger Do | Viber: +65 9617 0294