Post on 11-Apr-2017
Why Twi(er and Flemish poli4cians?
• Personal interest • An important role in our society • Li(le previous research • Good for my future • Master poli4cal communica4on • Star4ng a communica4on agency
• Flemish Poli4cians • ‘Lost in transla4on’ • Other news
Why an analysis of the used TACTICS? Tac*cs • Doing • Smaller scale • How • Easy to evaluate • Short 4me frame
Strategy
• Planning • Large scale • Why • Difficult to evaluate • Long 4me frame
à Focus on Tweets and Retweets
2,9
2,45
2,2 2,3 2,4 2,5 2,6 2,7 2,8 2,9 3
RT
Fav.
Average Tweet
OVERVIEW Behavior of poli4cians on Twi(er
31%
34%
22%
8% 5%
Poli*cal communica*on topics
Agenda seJng
Public Image
Informa*on management
Internal communica*on
Others
2
3
6
7
9
9
16
17
19
51
56
0 5 10 15 20 25 30 35 40 45 50 55 60
React to journalists
Share press releases
Tweet poli*cal decisions
Pose Ques*ons
Others
Compliment a non-‐par*san organisa*on or person
Promote a party member
Respond to people
Share the party's programme and personal posi*on
Add a personal touch
Respond to current affairs
Tweets
Tac*cs
4
3,38
3,25
0 0,5 1 1,5 2 2,5 3 3,5 4 4,5
Respond to current affairs
Promote a party member
Add a personal touch
Top 3 retweets
3,57
3
2,58
0 0,5 1 1,5 2 2,5 3 3,5 4
Add a personal touch
Compliment a non-‐par4san organisa4on or person
Respond to current affairs
Top 3 favorites
4 most used tac*cs
• Respond to current affairs • Add a personal touch • Share the party's programme and personal posi4on
• Respond to people
Respond to current affairs
3,8
1,9
4,1
2,9
0,0 1,0 2,0 3,0 4,0 5,0
Retweet
Favorite
Retweet
Favorite
Nega4
ve Po
si4ve
Average
72%
28%
Nega*ve or posi*ve?
Posi*ve
Nega*ve
Add a personal touch
43%
57%
Private life
Poli*cal life
3,09
3,09
3,93
3,37
0 1 2 3 4 5
Favorites
Retweets
Average
Poli*cal life
Private life
Share the party's programme and personal posi4on
3,05
1,8
0 0,5 1 1,5 2 2,5 3 3,5
Retweet
Favorite
Average
1,8
5
1,13
2,4
0,0 1,0 2,0 3,0 4,0 5,0 6,0
Picture
Link
Picture
Link
Retw
eet Favorite
In combina*on with a picture or link
Respond to people
0,59
0,88
0 0,1 0,2 0,3 0,4 0,5 0,6 0,7 0,8 0,9 1
Retweet
Favorite
Average
37%
63%
Reac*ons
Spontaneously
AXer a men*on
24%
76%
To whom are the comments directed?
Members of another party
Independents
Spontaneous
Retweets
2%
59% 16%
19%
4% Interest groups
Own Party(members)
Media
Independents
Others
Retweets
26%
74%
Media: journalists or companies?
Journalists
Companies
42%
58%
Own party
Party
Members
Hashtags, links, pictures
3,38
4
2,67
1,57
2,48
1,57
1,86
0,71
3,62
3,8
0 0,5 1 1,5 2 2,5 3 3,5 4 4,5
Retweet
Favorite
Retweet
Favorite
Retweet
Favorite
Retweet
Favorite
Retweet
Favorite
Nothing
Only
hashtag
Hashtag +
link
Only lin
k
Picture +
Hashtag
Average success