By December 22, 2012 4 Comments Read More →

Analysis of IdleNoMore (Dec 21)

I provided some detailed analysis of the #IdleNoMore movement and online chatter in a post I published yesterday. The post focused on Twitter as a phenomenal barometer of public sentiment. And, that analysis stands. However, since the post was published during the day, it didn’t reveal the final numbers for the day. And, before I share my analysis for yesterday, it’s worth noting there were 5,708 online mention by 9amET today. That’s noteworthy given it’s a Saturday heading in to Christmas.

All analysis was performed using Marketwire/Sysomos Heartbeat.

121221-IdleNoMore

The graph depicts international mentions of IdleNoMore and Idle No More for December 21 (yesterday). Activity reached its peak between 2pm-3pmET with 4,683 mentions during the hour. That number includes mentions on Twitter, online news sites, forums, blogs, YouTube and Facebook.

Collectively, there were 34,770 mentions over the course of the day. The 32,066 tweets were issued from 10,581 unique Twitter accounts. The most active tweeters were @mrspositvity (211), @Terrilltf (207) and @mk90629723 (206). The 149 blog posts were issued on 114 unique blog sites, and the 412 news pieces were issued on 140 news sites. Because of restrictions in the Facebook, I’m not able to determine unique sources on that social networking site.

The positive sentiment calculation of 96% was determined using automated sentiment analysis. The number considers both positive mentions for the Idle No More movement and neutral mentions — mentions that simply report information and don’t indicate any sentiment. While I generally don’t trust automated sentiment, I conducted manual analysis of a random sample yesterday which revealed 48% of tweets were positive towards the movement (and critical of the Government/PM), 51% were neutral or revealed no sentiment, and 1% was critical of the movement and First Nations (and positive toward the Government/PM). So, the automated sentiment seems plausible enough to accept in this case.

Online sources identified as originating in Ontario were the most active, contributing 34% of the online mentions, followed by Alberta (15%), BC (12%) and Québec (7%). The top three countries of origin were Canada (84%), U.S. (11%) and U.K. (2%).

121221-IdleNoMore-provinces

The Idle No More movement is essentially a gender-neutral issue. This is fairly unique in the online component of political issues and movements.

121221-IdleNoMore-genderNot surprisingly, the most popular hashtag was #IdleNoMore. It appeared in 94% of online mentions. #CDNpoli, the hashtag used to identify content relating to Canadian politics was a distant second (14%).

Two hashtags (#ChiefSpence and #TheresaSpence) were used to identify tweets about Attawapiskat First Nations Chief Theresa Spence who is on a hunger strike. Each of thost hashtags appears in 5.6% of online mentions. The two tags overlapped in 1,586 tweets.

121221-IdleNoMore-hashtags

The most popular tweet on the day was issued by @YouAnonNews on December 20. It’s been retweeted 706 times and been identified as a ‘favorite’ 139 times. If you’re unfamiliar with Anonymous, read the Wikipedia article about this loosely connected group of ‘hacktivists.’

121221-IdleNoMore-mostpopulartweet

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About the Author:

Mark Blevis is a digital public affairs strategist and President of FullDuplex.ca, an integrated digital communications, public affairs and research company. His work focuses on the role of digital tools and culture on issues and reputation management. He also leads research into how Canadian opinions are shaped through online content and interactions.