A social media analysis of 6 european leaders. Focus on the french PM François Hollande. © DOING - Prime "Social" Ministers, March 2016

1. Rome,
March 2016
PRIME “SOCIAL” MINISTERS
A SOCIAL MEDIA ANALYSIS OF 6 EUROPEAN LEADERS
FRANÇOIS HOLLANDE FOCUS

2. What is a social media analysis?
• The collection and analysis of datas coming from the official social media profiles of the politicians considered.
Subjects of analysis
• Profiles considered: Facebook, Twitter and Youtube (benchmark only) official profiles of 6 european politicians: Matteo Renzi,
Alexis Tsipras (for twitter @tsipras_eu had been considered among the two profiles), Angela Merkel, Mariano Rajoy, François
Hollande, David Cameron.
• Popularity: analysis of fan/follower base: trend evolution, days with main growth, demographics and geolocalisation
characteristics and fanbase interests;
• Content Analysis: qualitative and quantitative analysis of the posting made by the politicians;
• Engagement: analysis of the interactions received by the politician’s posts/accounts;
• Twitter network: connections network around the leaders’ twitter profiles;
• Reach Twitter: potential reach of the twitter profiles.
• Online Reputation Monitoring: a quali-quantitative analysis on the conversations on the 6 politicians outside their official social
media profiles.
Period taken into consideration.
• January - December 2015
INTRODUCTION
2

3. The Twitter and Facebook profiles of the political leaders have been analysed mainly focusing on three different perspectives.
Popularity: the size of the fan/follower base had been measured on the the first day of each month from January to December 2015.
Two different focuses have then been analyzed on social media channels: the interests of the most active Facebook fans are shown in
a map of the other pages they have been active on whereas Twitter followers gave us insights on demographic data (sex ratio
calculated on a 5k sample for each profile) and on geolocalisation of the users that did interact with the political leader in the month
of January 2016.
Analysis of the entirety of content published online by political leaders provides qualitative and quantitative insights on their social
media behavior. Besides the mere quantitative metrics, the different posting styles, main topics dealt with and different kind of posts
have been analyzed.
Engagement: to retrieve data on how engaging the contents published by political leaders are and compare it in spite of the fan/
follower bases size differences, the index that has been chosen is the engagement rate per 1000 fans/followers. On Facebook the
engagement is calculated from Likes, Comments and Shares, whereas on Twitter it’s the Retweets, Replies and Likes that have been
included. Furthermore, the Twitter Reach has been calculated to figure how many users each political leaders can actually reach with
their tweets (the reach has been analyzed on a week-long time sample).
METHODOLOGY
3

4. Furthermore, a social network connections analysis on the politicians’ twitter handles, has been carried out taking into
consideration the total number of mentions received by every profile during 2015 in the five languages: italian, english, spanish,
german, french.*
An additional analysis of this kind has been made on every politician considering the terrorism-related mentions received: that
means tweets both containing a mention to the leader (#merkel for Angela Merkel that doesn’t have an official twitter profile) and
almost one terrorism-related keyword in the five language of analysis (terrorismo, terrorism, terrorisme, terrorismus…).
The analysis is enriched by a focus on the leaders’ online reputation (results outside the social media owned profiles) that, along with
a quantitative/trend analysis on the online conversations, presents a qualitative part on the most discussed topics and on the
sentiment of every politician on the whole 2015 year as a result of a manual analysis of over 10.000 in topic tweets.
Among the different tools used to carry out the analysis for the different “chapters”: Radian6, Talkwalker, SocialBakers,
FanpageKarma, Gephi…
METHODOLOGY/2
4
*sample: 10.000 contents per every week ordering the users per follower number

5. 2015 INTERNATIONAL KEY EVENTS
5
January February March April May June July August September October
7th:
Charlie
Hebdo
Attack
18th:
Bardo
National
Museum
Attack
2nd:
Garissa
University
Attack
7th:
General
Elections
14th:
Local
Elections
5th:
Grexit
Referendum
14th:
Agreement
for a Third
Greek
Bailout
3rd:
Syrian Child
Aylan
Drowns
31st:
Russian
Plane Crash
in Sina
November December
13th:
Paris Terror
Attacks
20th:
General
Elections
24th:
German
wings
Plane
Crash
25th:
Earthquake
19th:
Mediter-
ranean
Migrant
Shipwreck
23rd:
Special EU
Council on
Migrant
Crisis
31st:
Local
Elections
26th:
Sousse
Attack
12th:
Agreement
at EU
Summit on
Greece Debt
14th:
Iran
Nuclear
Deal
23rd:
Special
EU Council
on Immigration
18th:
Volkswagen
Emissions
Scandal
24th:
Mecca Haji’s
Stampede
24th:
Russian
Warplane
Shot down
by Turkish
Army
12th:
Climate
Change
Agreement
at COP21
Conference
28th:
EU
Referendum
Act
Introduced in
the House of
Commons
28th:
EU
Referendum
Act
Introduced in
the House of
Commons
20th:
General
Elections

6. 6
POPULARITY

7. FACEBOOK ANALYSIS
POPULARITY
7

8. FRANÇOIS HOLLANDE - POPULARITY
8
+665,68
Average Change of Fans per Day
+242.973
Total Change of fans
in the period
768.161
Jan. -> Dec. 2015
500.000
570.000
640.000
710.000
780.000
1 Jan 1 Feb 1 Mar 1 Apr 1 May 1 Jun 1 Jul 1 Aug 1 Sep 1 Oct 1 Nov 1 Dec 1 Jan
Fanbase on 31st of December
N. of Likers
There is a peak in November, as Paris was struck with the second wave of terror attacks on the 14th.

9. 9
FRANÇOIS HOLLANDE - DAILY MAX. GROWTH IN FANS
14th Nov. 2015
+ 51,4k
Fans change in the day
Jan. -> Dec. 2015
Image Source

10. FRANÇOIS HOLLANDE - FANBASE INTERESTS
10
Jan. -> Dec. 2015
Strong links with local institutions and
european politicians
The most active fans of the page are also active fans on the linked pages in the graph.

11. TWITTER ANALYSIS
POPULARITY
11

12. FRANÇOIS HOLLANDE - POPULARITY
12
+1.608,90
Average Change of Follower
per Day
+587.247
Total Change of follower
in the period
1.377.935
Jan. -> Dec. 2015
700.000
875.000
1.050.000
1.225.000
1.400.000
1 Jan 1 Feb 1 Mar 1 Apr 1 May 1 Jun 1 Jul 1 Aug 1 Sep 1 Oct 1 Nov 1 Dec 1 Jan
Follower on 31st of December
N. of Followers
There is a peak in November, as Paris was struck with the second wave of terror attacks on the 14th.

13. 13
FRANÇOIS HOLLANDE - DAILY MAX. GROWTH IN FOLLOWERS
14th Nov. 2015
+ 41,3k
Followers change in the day
Jan. -> Dec. 2015

14. FOLLOWERS DEMOGRAPHICS
14
Based on a 5k followers sample for each profile
FRANÇOIS HOLLANDE
40%
60%
Jan. -> Dec. 2015

15. FRANÇOIS HOLLANDE - GEOLOCALISATION
15
Jan. -> Dec. 2015
In Europe, the French
President's followers are
mostly located in United
Kingdom, Benelux area and
northern Italy. Worldwide,
there many followers in India,
eastern and central United
States, some areas of central
and south America and the
western area of sub-saharan
Africa, where are located
several former French
colonies.
Geolocalisation of the followers that interacted with the official twitter profiles during January 2016

16. 16
CONTENT

17. QUANTITATIVE ANALYSIS
CONTENT
17

18. FRANÇOIS HOLLANDE - PUBLISHED POSTS ON FACEBOOK
18
Status Photo Link Video Album
0132
114
2,3
120
Published posts
Average published posts
per week
Jan. -> Dec. 2015
21
of the total were
promoted posts
Promoted posts were focused on anniversaries and weren’t performing good (no pics but just text)

19. FRANÇOIS HOLLANDE - PUBLISHED POSTS ON TWITTER
19
8
81
154
227
300
Lun Mar Mer Gio Ven Sab Dom
2,5
130
Published tweets
Average published tweets
per week
Jan. -> Dec. 2015
98%
0%
2%
Tweets
Retweets
Replies
N. of tweets published per day of the week

20. TOPICS AND POSTING STYLE QUALITATIVE ANALYSIS
CONTENT
20

21. FRANÇOIS HOLLANDE - PUBLISHED POSTS TOPICS
21
Current news/Comments
Terrorism
European Union
Jobs
Other (29%)
35%
15%
9%
6%
Campaigning6%
• Climate
• Culture
• Education
• Innovation
• Economy
• Foreign politics
• Immigration
• Health
Jan. -> Dec. 2015
• Irregular use of social media, the approach
seems rather “old”.
• Focus on current news/comments topics,
mostly congratulations to fellow countrymen
who reached milestones;
• Increased posting after the two terror
attacks who struck Paris.

22. FRANÇOIS HOLLANDE - MONTH BY MONTH PUBLISHED POSTS TOPICS
22
0
5
10
15
20
25
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Terrorism (67%)
Current news (33%)
Current news (100%)
Current news (67%)
Terrorism (17%)
Digital (17%)
Current news (43%)
Campaigning (33%)
Jobs (17%)
Digital (17%)
Culture (20%)
Terrorism (20%)
Current news (13%) EU (47%)
Current news (47%)
Jobs (8%)
Current news (56%)
Terrorism (25%)
Jobs (7%) Current news (50%)
Education (17%)
Terrorism (8%)
EU (12%)
Jobs (12%)
Campaigning (12%)
0
5
10
15
20
25
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Terrorism (71%)
Current news (28%)
Current news (100%)
Current news (67%)
Digital (17%)
Terrorism (17%)
Current news (57%)
Terrorism (14%)
Economy (14%)
Campaigning (33%)
Jobs (17%)
Digital (17%)
Culture (19%)
Terrorism (19%)
Economy (12%) EU (47%)
Current news (40%)
Economy (7%)
Terrorism (25%)
Current news (56%)
Jobs (6%
Current news (50%)
Education (17%)
Terrorism (8%)
Current news (32%)
Campaigning (16%)
Jobs (16%) Terrorism (44%)
Culture (12%)
Climate (12%)
Climate (50%)
Campaigning (25%)
Current news (25%)
Terrorism (50%)
Culture (14%)
Climate (14%)
Climate (40%)
Current news (40%)
Campaigning (14%)
The monthly percentage is calculated on the total of the 12 months of analysis (100%).
Local elections
Mar 22nd
Local elections
Dec 6th
Charlie Hebdo
Jan 7th
Paris attack
Nov14th
Most Recurring topic: Current News
Most Recurring topic: Current NewsMonthly
Post %
Monthly
Post %

23. FRANÇOIS HOLLANDE - POSTING STYLE
23
• 95% of the posts on the French President’s
Facebook page are text-only posts.
• Usually short first-person statements, the
editorial plan seems to be based on the Twitter
activity.
• The majority of these statements are comments
to current news.
• It’s fair to say there is no visual strategy.
Jan. -> Dec. 2015

24. 24
ENGAGEMENT

25. FACEBOOK ENGAGEMENT
ENGAGEMENT
25

26. FRANÇOIS HOLLANDE - ENGAGEMENT
26
Jan. -> Dec. 2015
Average post engagement:
1.238 Comments
9.955 Like
661 Shares
6%
10%
84%
Like
Comments
Shares
1.422.538
Total interactions
120
published posts
19,72Engagement Rate
Average tweet interactions
per 1.000 fans*
*Considering the average post interaction per 1.000 fans allows to compare pages with very different fanbase numbers.

27. FRANÇOIS HOLLANDE - TOP 3 POST PER ENGAGEMENT
27
Face à l'effroi, il y a une Nation qui sait se
défendre, sait mobiliser ses forces et, une
fois encore, saura vaincre les terroristes.
254.058Like
14th November 2015
Comments
Share
16.169
23.600
La liberté sera toujours plus forte que la
barbarie. Notre meilleure arme, c'est
notre unité.
57.719Like
7th January 2015
Comments
Share
3.995
3.262
Le terrorisme ne détruira pas la
République française car c’est la
République qui le détruira.
126.970Like
16th November 2015
Comments
Share
6.956
7.685
Jan. -> Dec. 2015

28. TWITTER ENGAGEMENT
ENGAGEMENT
28

29. FRANÇOIS HOLLANDE - ENGAGEMENT
29
Average Interactions per
tweet:
1.900 Retweets
191
6%
37%
57%
Retweet
Likes
Replies
Jan. -> Dec. 2015
1.217 Likes
Replies
3,17Engagement Rate
Average tweet interactions
per 1.000 followers*
430.333
Total interactions
130
published posts
Tot. Mentions received
1.953.051
*Considering the average post interaction per 1.000 followers allows to compare accounts with very different follower base numbers. Mentions are not
considered interactions to tweets obviously.

30. FRANÇOIS HOLLANDE - TOP 3 POST PER ENGAGEMENT
30
La liberté sera toujours plus forte que la
barbarie. Notre meilleure arme, c'est
notre unité.
38.370RTs
7th January 2015
Likes 18.841
Replies 241
Aucun acte barbare ne saura jamais
éteindre la liberté de la presse. Nous
sommes un pays unis qui saura réagir et
faire bloc.
22.126RTs
7th January 2015
Likes 8.564
Replies 118
Face à l'effroi, il y a une Nation qui sait se
défendre, sait mobiliser ses forces et,
une fois encore, saura vaincre les
terroristes.
58.223RTs
14th November 2015
Likes 33.464
Replies 1.421
Jan. -> Dec. 2015

31. 31
TWITTER REACH

32. BENCHMARK - TWITTER REACH
32
Reach calculated during the week 21st - 28th of February 2016
Tsipras Rajoy Hollande CameronRenzi
2,3 mln
11,6 mln
260 k
2 mln
1,2 mln
9,8 mln
1,5 mln
2,5 mln
1,4 mln
5,5 mln
Followers Reach

33. 33
TWITTER NETWORKS

34. METHODOLOGY - TWITTER NETWORKS
34
Social network analysis allows us to map a twitter network starting from a list of nodes (the points visualised on the net show a
single user or hashtag) and a list of relations (any connection shown with an arrow is a mention) through the use of different
softwares that give the possibility to choose within different representation procedures (layout algorithm) in order to organize the
network and nodes distances according to various criteria.
Nodes, labels and arrows dimensions reflect the number of entry connections (mentions), and give an idea of the relevant user/
hashtag related with the analysed topic.
Sample: Every leader’s network have been realised by extracting a sample of tweets (during 2015) containing a direct mention to the
leader’s account adding the total of the tweets published by the leader. Sampling procedure extracted a max of 10.000 tweet per
week ordered by user’s followers. After the sampling procedure retweets have been excluded.

35. FRANÇOIS HOLLANDE - TWITTER NETWORK
35
Source: Twitter
Language: Italian, English, German, Spanish, French
Keyword: @fhollande
Period: January - December 2015
Number of tweets: 1.953.051
Number of tweets analysed: 245.180 (13%)
Network information:
92.019 nodes
- 69.998 users
- 22.021 hashtag
218.323 unique connection
2,4 avg. node connections
@fhollande:
16 hashtag/user mentioned
139.404 mention received
Top mentioned user:
@fhollande
@manuelvalls
@nicolassarkozy
Top Hashtag:
#france
#cop21
#parisattacks
Network showed above represents 0,1% of total network from which are excluded nodes with less than 550 edges
Local
Global
Political
sphere
Media
sphere
Self-
referential
Non Self-
referential
Mainstream News
National politics
International politics
User or Hashtag
Mention
Legend:
Most mentioned
Less mentioned

36. #terrorism
#barbarism
#parisattacks
#euco
@nytimes
@wef
@eucopresident
#jesuischarlie
#parisshooting
#merkel
@barackobama
@david_cameron
@putinrf_eng
@pontifex
@narendramodi
@nato
@onu
@bbc
@cnn
@time
#directpr
#confpr
#tunisie
#bardoattack
#parisclimate2015
#climat
#cop21
@fhollande
@elysee
@franceinter
@francediplo
@publicsenat
@francetvinfo
@ouestfrance
#attentateglise
#decheancedenationalite
#islamophobie
#thalysattentat
@manuelvalls
@bcazeneuve
@place_beavau
@fn_officiel
@partisocialiste
@prefpolice
@reuters
@mediapart
#terrorisme
#syrie
#nodealwithhassad
#assadchemical
#breathingchemicals
@elisabethguigou
@royalsegolene
@rfs_mediaoffice
NATIONAL SECURITY
SYRIA
FOREIGN POLITICS
WORLD’S LEADERS
SUPPORT
PARIS ATTACKS
HOLLANDE SPEECHES
@fhollande
#confpr
#directpr
@elysee
@barackobama
#terrorism
#terrorisme
@manuelvalls
FRANÇOIS HOLLANDE - TWITTER NETWORK ON TERRORISM
36
Network showed above represents 45% of total network, selecting the 5 biggest clusters.
User or Hashtag
Mention
Legend:
Cluster
Source: Twitter
Language: Italian, English, German, Spanish, French
Keyword: Leader’s official profile &
Terrorismo, Terrorism, Terrorisme, Terrorismus
Period: January - December 2015
Number of tweets: 2.923
Top mentioned user:
@fhollande
@manuelvall
@elysee
Top Hashtag:
#terrorisme
#directpr
#confpr
Most mentioned
Less mentioned

37. 37
ONLINE REPUTATION MONITORING
(ITALIAN & ENGLISH LANGUAGE)

38. METHODOLOGY - ONLINE REPUTATION MONITORING (ORM)
38
Quantitative analysis: Trend & Channel distribution
Period: January - December 2015
Source: Online news, Social Networks, Blog, Forum
Keywords: Every leaders’ Name and Surname (e.g. Matteo Renzi)
Qualitative analysis: Tag Cloud, Topics distribution & Sentiment analysis
Period: January - December 2015
Source: Twitter
Keywords: Every leaders’ Name and Surname (e.g. Matteo Renzi)
Minimum follower number: 2.000
Sample Methodology:
Twitter contents has been divided into 2 different clusters:
Tweets published by users with a follower base within 2.000 and 500.000.
Tweets published by users with over 500.000 followers.
The difference between the two clusters match the relevance of users on the twitter network, in particular, the 2nd cluster
represents mainstream news and notorious persons handles.
A total of 10.000 tweets have been analysed by extracting a random sample with the following numeric characteristics:
3.000 contents for Renzi and Cameron (2.000 from the 1st cluster and 1.000 from the 2nd cluster)
1.000 contents for Hollande, Merkel, Rajoy and Tsipras (700 from the 1st cluster 300 from the 2nd cluster).

39. FRANÇOIS HOLLANDE - NUMBER OF RESULTS & TREND
39
0
50.000
100.000
150.000
January Febrary March April May June July August September October November December
November 2015
Jan. -> Dec. 2015
#PARISATTACK
Monthly Results
Highest month
Period
522.453Total contents
Perimeter: Online news, Social Networks, Blog, Forum content containing leaders’ name in one of this languages: EN, IT. Media Owned and Retweets excluded. Period Jan-Dec 2015

40. FRANÇOIS HOLLANDE - SOURCES DISTRIBUTION & TAG CLOUD
40
2%
Social
48%
News
34%
Blog
16%
You Tube
SOURCES TAG CLOUD
Perimeter: Online news, Social Networks, Blog, Forum content containing leaders’ name in one of this languages: EN, IT. Media Owned and Retweets excluded. Period Jan-Dec 2015

41. FRANÇOIS HOLLANDE - TOPICS & SENTIMENT
41
HOT TOPICS SENTIMENT
Terrorism (France accolade to 4 people)
PM Solidarity message to Chelsea fan who suffered
racist abuse in Paris
3%
87%
10%
Terroristic attacks (Charlie Hebdo and Paris
Attacks)
Foreign politics (Syria action)
Environmental/Climate change (COP21)
Reporting on official meetings with other EU PMs
(on greek crisis, terrorism and Ukraine crisis)
Terrorism (perception of weak defense)
Satire on the leader positions and personal life
Terrorism
Foreign Politics
Current news
Other (11%)
43%
16%
13%
12%
5%
Official Meetings
Environment/Climate change
• Immigration/refugees
• Greek Crisis
• Satire contents
• Consensus rate
Perimeter: Sentiment and topics are on Twitter results containing leaders’ name in one of this languages: EN, IT. Media Owned and Retweets excluded. Period Jan-Dec 2015

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