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e The 'Social Primary VOTE Did social media play any part in the lowa caucus result? In December 2011, social media consultancy Sociagility looked at the social media performance of the seven GOP candidates fighting it out in the lowa caucus. Here's what happened. Ron Paul's social media credentials didn't translate into the win in lowa that the pollsters were predicting, but just what was the link between the caucus result and social media platforms? In this infographic, we look at the relationship between each candidates' share of the vote and some of the key social media metrics published in the weeks leading up to 3 January How the vote went in lowa... Mitt Romney took lowa, but only by 8 votes. Rick Santorum saw a late surge in the polls which saw him neck and neck with Romney and Ron Paul, one of the consistent front runners. ROMNEY SANTORUM PAUL GINGRICH PERRY BACHMANN HUNTSMAN 24.6% 21.4% 3 Jan: Results 0.6% ..and on social networks Was lowa won or lost in social media? Looking at some of the key social media metrics for the three most popular platforms it would appear not. Only Facebook seems similar to the 3 January results. ROMNEYSANTORUM PAUL GINGRICH PERRY BACHMANN HUNTSMAN 1,386,349 an Twitter followers 225,460 154,99 542 127,274 60,694 28 Dec-3 Jan: Twitter mentions 16,134 41,938 A large following on Twitter and lots of mentions didn't appear to have much impact on the outcome 264,748 491,930 28 Dec-3 Jan: YouTube views3 150,274 74,827 19,443 36 28 Dec-3 Jan: New YouTube 180 134 142 17 Views and subscribers don't count for much either With the most views, Rick Perry came 5th in the result. 1,270,024 678,142 460,270 224,778 180,222 Facebook likes 43,123 30,871 3,243 19.968 15,020 22,180 Talking about on Facebook 48,721 Only Facebook could be said to have vaguely mirrored the final result on the day of the vote. STOP PRESS: the news still matters There's an astounding link (a 0.9 correlation coefficient) between the final results and online media mentions of each candidate in the week prior to the lowa caucus -showing almost a mirror image. Who said the mainstream media was dead? ROMNEYSANTORUM PAUL GINGRICH PERRY BACHMANN HUNTSMAN 21.4% 10.3% an 5.0% 28 Dec-3 Jan: Media mentions 3,033 5,265 4,969 All data sourced from TweetCount (www.tweetcount.com): followers for each candidate as at 3 January 2012. Washington Post @mentionmachine (www.washingtonpost.com/mentionmachine) Twitter mentions for each candidate for period 28 Dec 2011-3 Jan 2012: media mentions for each canddiate as at 3 January 2012 YouTube Politics channel (www.youtube.com/politics): video views & subscriptions for each candidate for period 28 Dec 2011-3 Jan 2012. Socialbakers, US Elections 2012 (www.socialbakers.com/elections) Facebook fans and people takling about data for period 28 Dec 2011-3 Jan 2012. Sociagility Sociagility is a consultancy focused on improving organizational competitive advantage, helping clients www.sociagility.combuild their own in-house social media capability through analysis, consultancy and resourcing solutions.

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