SOCIAL MEDIA INTELLIGENCE REPORT (SMIR)
9 April 2019
The 3rd Social Media Intelligence Report (SMIR) covers the latest rankings of senatorial candidates generated from March 1, 2019 to March 31, 2019.
Based on the period, the candidates included in the Ranking by Exposure are fairly similar to the February 2019 report with SAP Bong Go topping the list. However, former Bayan Muna Rep. Neri Colmenares made it in the second place, followed by Gov. Imee Marcos at third place, Mar Roxas now at the fourth place and Dr. Willie Ong filling out the top 5. From sixth to tenth place are re-electionist Grace Poe (6th), LP’s Chel Diokno (7th) and Bam Aquino (8th), Sen. Sonny Angara (9th), and ex-PNP Chief Bato Dela Rosa (10th). Completing the winners’ circle are Atty. Larry Gadon (11th) and Sen. JV Ejercito (12th). Chel Diokno moved up to the top 12 while KDP’s Glenn Chong lost footing in the ranking. Bong Revilla, Cynthia Villar, Jinggoy Estrada and other familiar names did not make any stride in the Top 12.
For the metric Ranking by Popularity, Willie Ong and Bong Go continue to lead the list. Similarly, Imee Marcos, Chel Diokno, Bam Aquino, Mar Roxas, Bato Dela Rosa, Larry Gadon and Bong Revilla remain in the Top 12. Florin Hilbay, Grace Poe and Neri Colmenares managed to place in the Top 12, while Glenn Chong, Erin Tanada and Jinggoy Estrada slipped outside the magic 12.
Willie Ong remains at the top of the metric in Ranking by Virality. Bong Go takes the second place in the list. In this category, Imee Marcos, Chel Diokno, Bam Aquino, Grace Poe, Mar Roxas, Bong Revilla, Bato Dela Rosa, and Jinggoy Estrada are consistent in the Top 12, while Erin Tañada and Romy Macalintal slipped out of the cut. Names of ex-Solicitor General Florin Hilbay and Neri Colmenares have managed to secure a slot in the Top 12. In this list, familiar names like Sonny Angara, Jinggoy Estrada, Koko Pimentel and Nancy Binay did not make it in the Top 12 on virality.
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. It was generated on April 1, 12:01 am, extracting social media data from March 1, 2019 to March 31, 2019 (18,877,692 data points) and from February 1, 2019 to February 28, 2019 (20,463,141 data points). Social Capacity Index was calculated from December 1, 2018 to March 31, 2019 (87,671,809 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 and the use of digital for electoral campaigns. 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 (March)
Table 2. Exposure, Popularity, Virality (February)
Table 3. 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