Social Media Monitoring of 2012 US Presidential Campaign: Latest News from Google Trends, Social Mention, Twazzup, Klout

English: A visualization of the structure of t...
English: A visualization of the structure of threads in the discussion page of Presidency of Barack Obama, from: D. Laniado, R. Tasso, Y. Volkovich, A. Kaltenbrunner. When the Wikipedians talk: network and tree structure of Wikipedia discussion pages. In Proceedings of the Fifth International AAAI Conference on Weblogs and Social Media (ICWSM ‘?11), 177-184, 2011. PDF (Photo credit: Wikipedia)

The relative popularity of the contenders in the 2012 US Presidential campaign can be measured not only by traditional polling methods, but also by the buzz the contestants create online and in social media. One efficient tool is Google Trends, which indicates how frequently Internet users search for specific terms. The chart, which self-renews on a daily basis and reflects the latest data, shows how often US Internet users searched for the terms “Obama” or “Romney.” As can be noticed, the first presidential debate, on October 3, marked a major upswing in searches. Furthermore, Mitt Romney’s name was searched just as much as Obama’s, reflecting his better performance in the debate. To offer some perspective, the buzz produced by the Super Bowl is also mapped. Numbers on the Y axis represent percentage of buzz compared to the highest value of all searches included in the chart.

Another way to look at the social media imprint of the campaign is via Social Mention, which indicates both how popular and affectively charged (on the plus or minus side) is a public personality on social media. Combing through Twitter, Google+, YouTube, Facebook and other several social media spaces, Social Mention shows how many individuals have been talking about any given term/name/brand in the last hours, how likely those individuals are to have done it repeatedly, and how frequent the mentions are relative to all posts and updates in social media. Click these two links to compare Barack Obama‘s social media buzz with Mitt Romney‘s in the last 24 hours!

Twazzup is another interesting tool, which shows how fast a topic moves through twittersphere. A TPH (tweets per hour) score measures how often a term has been mentioned on Twitter in the last hour. Numbers change all the time, so I leave it to your pleasure to figure out where Obama or Romney are.

From Klout you can find how influential individuals are on social media. Obama seems to have one of the highest possible scores (99 of 100), while Romney trails behind (91 of 100).

My favorite online forecasting tool is, however, Intrade. This is not a social media platform, per se, but a “prediction market,” where individuals bet (buy “stocks” in outcomes) on real life events with real money. Currently, the bets indicate that Obama has a 66% chance to be elected. The chart you will find on the Intrade site depicts the trading history for this outcome. This link provides a complete CVS file with all trading values for this prediction from the beginning of the “contract.”

Sorin Adam Matei

Sorin Adam Matei - Professor of Communication at Purdue University - studies the relationship between information technology and social groups. He published papers and articles in Journal of Communication, Communication Research, Information Society, and Foreign Policy. He is the author or co-editor of several books. The most recent is Structural differentation in social media. He also co-edited Ethical Reasoning in Big Data,Transparency in social media and Roles, Trust, and Reputation in Social Media Knowledge Markets: Theory and Methods (Computational Social Sciences) , all three the product of the NSF funded KredibleNet project. Dr. Matei's teaching portfolio includes online interaction, and online community analytics and development classes. His teaching makes use of a number of software platforms he has codeveloped, such as Visible Effort . Dr. Matei is also known for his media work. He is a former BBC World Service journalist whose contributions have been published in Esquire and several leading Romanian newspapers. In Romania, he is known for his books Boierii Mintii (The Mind Boyars), Idolii forului (Idols of the forum), and Idei de schimb (Spare ideas).

2 thoughts on “Social Media Monitoring of 2012 US Presidential Campaign: Latest News from Google Trends, Social Mention, Twazzup, Klout

  • October 14, 2012 at 7:01 pm

    My name is Martin Kang. I’m a Marketing Assistant for SocialMotus, a new social management platform.

    You are clearly knowledgeable about marketing so I’m contacting you to request your expert advice on our new platform.

    Our goal is to enable businesses to easily manage, build and measure their social media communities, with a focus on high level analytics without the
    high price tag. Users are able to discover new Twitter leads, quickly access priority messages, track post statistics and sales conversions and much more.

    I would greatly appreciate it if you could review and provide your thoughts on our platform. We are open to any suggestions/improvements that would make it more valuable to you and your readers.

    To create an account you simply need to go to We offer both a free version and paid version starting from $9.99 p/m, but all plans are currently free as we have yet to officially release.

    I look forward to your response. I hope to create a long lasting relationship with you.


    Martin Kang

    Marketing Assistant


Leave a Reply

Your email address will not be published. Required fields are marked *