We have analysed the Twitter activity of the most important UK political parties: The Labour Party, The Conservatives, Liberal Democrats, UKIP, British National Party and The Green Party.

1.
SOCIAL MEDIA REPORT
British Political Parties
How are the political Parties in U.K. doing in Social Media?
TIME PERIOD: 31/10/2014 to 07/11/2014
November 2014
12
C/ Llacuna 162-164, box 102, 08018 Barcelona (Spain) - www.socialwinapp.com

2.
The Advanced Social Media Analytics Tool - SocialWin™ Industry Report
SOCIAL NETWORKS: TWITTER
ANALYZED COMPETITORS:
• The Labour Party
• Conservatives
• The Green Party
• Liberal Democrats
• UKIP
• British National Party

3.
The Advanced Social Media Analytics Tool - SocialWin™ Industry Report
Methodology
In this report we will use a simplified version of the tool focusing on Twitter platform, analysing key indicator like
audience, interaction and engagement, regarding the main competitors of every sector and verifying it in the perspective
of Benchmarking. To reach this goal we will use the analytic tool SocialWin, that will allow us to monitorize the different
social networks in a defined time. Finally we will be able to provide a global vision of the sector, utilizing diferrent metrics,
like the total audience, the number of mentions or the average of followers for every brand.
Metrics and KPI’s
Metrics and KPI’s, rise as key elements of Social Media Analytics, which allow us to measure, quantify and check the
critical process of Social Media in a methodical and accurate way, aligning them whit the global goals of the organization
and measuring the range of the defined goals during the time.
KPI’s Facebook Twitter YouTube
AUDIENCE
GROWTH
POSTING
INTERACTION
ENGAGEMENT [%]
Total Number of Fans
Total Number of New Fans
Total Number of Posts
Total Number of Likes;
Comments and Shares
Global score between 0 and
100.
Total Number of
Followers
Total Nº of New Followers
Total Number of Tweets
Total Number of
ReTweets; Comments and
Global score between 0
and 100.
Total Number of Suscribers
Total Nºof New Suscribers
Total Number of Videos
Total Number of Likes;
Comments and Shares.
Global score between 0 and
100.
Technical Profile
Study Typology: Social Network Analysis
Time of Monitoring: 31/10/2014 - 07/11/2014
Social Network Analyzed:
Twitter
/
Industry: Political Parties /
Month / Year: 12th of November 2014 Audience Analysis Yes
Geographical Area: U.K. Growth Analysis Yes
Number of Competitors: 6 Posting Analysis Yes
Selection Criteria:
Industry Competitors with the
largest number of followers
Interaction Analysis Yes
Engagement Analysis Yes

4.
The Advanced Social Media Analytics Tool - SocialWin™ Industry Report
SocialWin Twitter Standard
Social Network METRICS / KPI's SOCIALWIN STANDARD*
VERY LOW LOW MEDIUM HIGH VERY HIGH
FACEBOOK Nº FANS < 0 - < 1K < 1K - < 25K < 25K - < 75K
< 75K - <
0,25M
> 0,25 M
TWITTER Nº FOLLOWERS < 0 - < 500
< 0,5K - <
5K
< 5K - < 25K
< 25K - <
0,1M
> 0,1 M
YOUTUBE Nº SUSCRIBERS < 0 - < 100
< 100 K - <
3K
< 3K - < 10K
< 10K - <
100K
> 100K
FACEBOOK /
TWITTER / YOUTUBE
ENGAGEMENT [%]
< 0 - < 3% < 3% - < 25% < 25% - < 50% <50% - < 75% > 75%
Twitter
Analysis
Twitter, was born in 2006, as a microblogging platform and positioned itself in few years like the most popular media
for news spreading in the world. Its simplicity and the 140 characters limitation hugely speeded up the utilization of this
media, converting it into the favorite communication tool for professionals, businesses and fans.
Twitter is an asymmetrical social network, where we can follow a person is not following us and vice versa. Nowadays
the plataform counts more than 500 millions of users, the average of time navigation is of 89 minutes/month and the
average is of 165 mil tweets/minute. These datas make Twitter the second most important social network of the world.
Below we highlight some of the main advantage to be present in this social network:
• To realize special offers, competitions, and launch news goods.
• To offer a personalized service of Customer Care.
• To improve your own supply of goods and servicies.
• To strengthen the relationships with customers.
• To create an strengthen brand evangelists.
• To know better your audience.

5.
The Advanced Social Media Analytics Tool - SocialWin™ Industry Report
Audience Analysis
The Audience indicates the amount of followers of a community. For Facebook it’s the number of fans, on Twitter it’s the
number of followers and on YouTube it’s the number of subscribers. This metric provides the community’s audience size,
it shows how many users can be potentially reached.
Audience Ranking on Twitter

6.
The Advanced Social Media Analytics Tool - SocialWin™ Industry Report
Growth Analysis
Growth is an indicator that provides the speed of our community’s audience change and reflects the number of followers
gained or lost within a period of time. It is calculated based on the variation of the audience in a given period of time. The
growth value can be positive, if the community increases the number of followers or negative in the case the community
loses audience.
Growth Ranking on Twitter

7.
The Advanced Social Media Analytics Tool - SocialWin™ Industry Report
Posting Analysis (Content)
Posting is the metric that shows the volume of content published in a given period of time. This helps us measure the
efforts of the community management team, counting the number of published posts, sent tweets or uploaded videos in
the past day, week or month. We count the content posted by the community management team and, if the page allows
so, the content posted by other users in the timeline (in case we’re measuring Facebook).
Posting Ranking on Twitter

8.
The Advanced Social Media Analytics Tool - SocialWin™ Industry Report
Interaction Analysis
Interaction shows the total volume of interaction that has been generated in a given period of time. On Facebook, it
counts Likes, Comments and Shared content. On Twitter, it counts Retweets, Mentions and Favorited items. On Youtube it
counts number of Likes, Dislikes and Comments.
Interaction Ranking on Twitter

9.
The Advanced Social Media Analytics Tool - SocialWin™ Industry Report
Engagement Analysis
The Engagement is one of the main KPIs in social media and the value represents the level of loyalty or commitment of
the fans towards the brand’s fan page. The engagement score reflects the level of success of our content strategies and
our channel management activities. The algorithm used to calculate the engagement value considers the different types
of interaction in a period of time and assigns a score to each one. It then compares it to the audience of each community
and the result is a score from 0 to 100.
Engagement Ranking on Twitter

10.
The Advanced Social Media Analytics Tool - SocialWin™ Industry Report
C/ Llacuna 162-164, box 102,
08018 Barcelona (Spain)
www.socialwinapp.com
info@socialwinapp.com
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Copyright © copyright texts: the authors, Barcelona, 2013