I’ve been looking at traffic patterns on Twitter for the first four weeks of the election campaign. What’s particularly interesting is how the overall reach of election related tweets has increased even with fluctuating levels of traffic.
Even though traffic is down in the most recent week of the campaign compared to the first week, we see a significant increase in the number of impressions (the potential number of views of all Twitter messages for the period). Of course, impressions as I’m able to track them do not account for coverage of Twitter in mainstream media.
What does this all mean? One likely explanation is the size of individual Twitter networks (the number of people following specific Twitter accounts) is growing, thus increasing the depth of the overall Twitter network. So, a single tweet fans out much further now than it did three weeks ago. This also suggests Twitter could become an increasingly important tool in the final week of the campaign — if used effectively by campaign teams, media and would-be individual influencers.
We can make some wild assumptions with this data including the possibility that more Canadians are jumping on to the Twitter bandwagon.
Here’s a quick summary of the Twitter data I’ve collected and analyzed using Sysomos MAP. Note I did a shuffle in week one to allow me to follow the election according to a Sunday through Saturday calendar. Regardless, the numbers tell the story.
- Week 1 (Mar 26 – Apr 2, 8 days): 127,747 tweets (~15,968/day), 97.7 million impressions
- Week 2 (Apr 3 – Apr 9, 7 days): 97,593 tweets (~13,941/day), 103 million impressions
- Week 3 (Apr 10 – Apr 16, 7 days): 173,338 tweets (~24,762/day), 132 million impressions
- Week 4 (Apr 17 – Apr 23, 7 days): 106,714 tweets (~15,244/day), 142 million impressions