By December 30, 2012 2 Comments Read More →

Summary of IdleNoMore traffic for Dec 23-29

Idle No More continues to stay in the media headlines driven by Chief Theresa Spence’s hunger strike, ongoing rallies, flash mobs and social media activity. I’ve been keeping tabs on the online movement and have been sharing analysis on my blog. It’s been a week since I’ve done a summary look. This post features a summary look for December 23-29.

All analysis was performed using Marketwire/Sysomos Heartbeat.

Tweets Sources Average
Dec 23 24,815 7,277 3.4
Dec 24 20,038 6,443 3.1
Dec 25 9,915 3,625 2.7
Dec 26 22,518 6,876 3.3
Dec 27 23,932 6,905 3.5
Dec 28 23,304 6,683 3.5
Dec 29 19,693 6,221 3.2

Traffic for this past week (160,390 mentions) was up only 0.3% from last week (159,810 mentions). It’s likely there would have been more activity if not for the dip on Christmas Day — Twitter traffic alone was down about 58% that day. Of course, Twitter is not the only platform for online activity. Facebook played host to 12,258 mentions over the last seven days. There were also 1,165 mentions on news sites, 977 videos uploaded to YouTube and 745 blog posts mentioning the movement.

The positive sentiment calculation (94%) appearing in the graph below was determined using automated sentiment analysis. The number considers both positive mentions of the Idle No More movement and its goals, and neutral mentions (mentions that simply report information and don’t indicate any sentiment) as being ‘favorable’. While I generally don’t trust automated sentiment, a manual analysis of a random sample 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.

121230-IdleNoMore-activity

A number of entities (individuals, places, online sites, etc…) are appearing regularly in tweets. The most common include Chief Theresa Spence, flash mobs, indigenous people, as well as MPs and ministers. Many tweets include the fax number for the Prime Minister’s Parliament Hill office, 613-992-4211.

121230-IdleNoMore-entities

There have been 20,680 online mentions #ChiefSpence or #TeresaSpence, up from 8,525 last week. It’s likely this trend will continue as Chief Spence’s hunger strike moves past the four week mark and pressure mounts on Stephen Harper to meet with the leader.

121230-ChiefSpence-activity

Online mentions of #RoundDanceRevolution increased 67% from last week, though remain comparatively low.

121230-RoundDanceRevolution-activity

#IdleNoMore remains a gender-neutral movement. As noted in previous posts, this is fairly unique for online participation in Canadian political issues.

121230-IdleNoMore-gender

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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.