Today, political parties need to extend their presence online in order to grow their support base. What’s more, supporters and citizens also expect the parties to listen and respond to their complaints/issues on social media — otherwise, they turn to competitors. For these reasons, it’s crucial for political parties to be aware of how their leaders and the party are performing online.
The truth is, we no longer live in a world where the Leader is in control of what to communicate to its audience. Customers/Audience now have the ability to broadcast and amplify their sentiments towards the leaders with one click.
From schemes or leader feedback to complaints about the policy and ideology, everything is expressed publicly for anyone to see.
Online Political parties and leader’s performance can be determined based on the below-mentioned factors and scores.
- The volume of mentions, impressions, and reach on the different platforms
- Engagement with delivered content on different platforms and channels
- Influence score, generally determined with the community size, particularly influencer network size and impact on the ground
- With the sentiment score, essentially, we measure feelings, tones, and attitudes of our platforms
- Scores consider the measurement of both owned and earned media
- The overall score will be average of KPI’s like Volume of mentions/Impressions/reach,Engagement, Influence and Sentiment.
The volume of mentions — This parameter helps us to get the idea of how much a Leader or Party is being talked about. Gauging this score involves tracking volume of mention, Impression and reach month to month. The whole process benefited us on multiple fronts like
• Keep an eye on the general status of your leader and party brand health
• Keep a pulse on an ongoing/upcoming potential crisis
• Gauge the impact of different PR and marketing campaigns
A sudden spike in mentions usually means one of two different things for a party. Either some content went viral or the leader created some controversy. The regular spike in volumes of mentions, community size, Impressions, and reach are considered as positive signals for the political parties.
Generally, Political parties or Leader Brands that have a lower number of mentions or community size on average ranked higher in influence and sentiment ratio.
Looking at Influence score is one of the ways to assess the Party and leader brand’s impact. Measuring political party brand against competitors helps us to get an idea about how the leader Brand influence is progressing.
Major parties influence their community and supporter base through social media profiles and it mainly depends on community size and engagement level. Hence to gauge the Influence score we consider social profile data only.
Having a smaller community size but a more engaged audience is better than big political brands which are getting more volume of mentions, impressions and reach but less Impact and engagement. In the comparatively smaller community, it’s possible that fewer people are mentioning their brand, but potentially more influential people are talking about your content and brand.
Engagement rate helps us to see how the content is performing and gauge the audience’s interest in leader or party. Engagement rate is defined as the ratio of total engagement (Like, retweet, comment, and share) and total reach or Impressions.
The volume of mentions, Impressions and reach by location wise helps in getting a sense of leader and party brand value and presence in various regions. Diverse community helps political parties to get more talking points and touch points.
In the Physical world, we looked at where these conversations are taking place. Now to get our digital strategy in the right direction we should see from where they are coming from online.
Its essentials for Political parties and leaders to have a strong presence and engagement on the platform from where they are getting most of their audience. It will likely be the first place customers go to rave, provide feedback, appreciate or to complain/ criticize about the Political parties and leaders.
“Social media metrics don’t always tell you the full story. Too often, they tell you the ‘what’ but not the ‘why’ or ‘how.’”
The sentiment is essentially the feeling, tone, or attitude expressed in a post. Monitoring tools that offer sentiment analysis can detect the tone of social media messages with algorithms or filters that categorize messages into either positive, negative, or neutral types.
On one hand, a positive tweet about your Party and leader from the right influencers can make your campaign go viral. On the other, a negative tweet can spark a serious PR crisis like a wildfire.
Sentiment Ratio —
Sentiment Ratio = (Positive mentions)/ (total mentions — neutral mentions)
Based on several data points and Brand performance worst sentiment ratio ranges between 0.05- 0.3 and Best Sentiment Ratio ranges 0.7–1.
Now to get the idea of right sentiment score major media sources can be divided into two broad categories –
- Influencer Platform — Instagram, YouTube, Blogs
- Conversation Platform — Twitter, Facebook, and Forums
The sentiment is overall higher on the influencer platforms as they used share positive stories and experience about the Leader and Party. While on the Conversation Platform (Twitter, Facebook, and Forums) are the typically where people go to voice their concerns, complaint, and feedback, hence we get lower sentiment ratio on these platforms.
On Influencer platforms brands usually get 70–75% Positive mentions, On Conversational Platform brand get 30–35% Positive mentions.
While hashtags are now commonly used across all the social networks, they were originally created on Twitter to help group topics of tweets together. it’s now important to measure the volume of your campaign hashtag pre, during, and post-launch to gauge its impact.
How to get the spotlight for the political party and leader? —
• More reach — More reach means more touch points with the average persons
• Own a Day — To Outplay the competitor we should have a day in the week when our marketing will be more concentrated to get the number of reaches so that our audience would be aware of our trend and messages.
• Review and website engagement — After social media like Facebook and Twitter, blogs and forums contribute to most of the brand’s presence on digital space. There should be continuously an engagement-based activity or campaign running on Party or leader websites.
• Positive sentiments — As far possible Political party and Leader should aim for positive sentiments otherwise positive sentiment percentage should be always on the higher side in comparison to negative sentiment.