The Great Twitter Debate: The Second Presidential Debate and Twitter

2 Images Combined: Twitter Goverment https://twitter.com/gov LA TImeshttp://www.latimes.com/politics/la-na-pol-debate-moments-20160926-snap-htmlstory.html

2 Images Combined:
Twitter Government 
LA Times

As the second presidential debate comes to a start (T-2 hours from me writing this). I am interested in understanding not only about the issues at hand but how Twitter is being used in the election. As an educator, I tell every class I teach the importance of current events. Right now many current events are about this election, and after speaking with my students, I realized many of them only get their news on social media.

My first thought is always to look at the sentiment of any brand. In this case, it is the opinions of Donald Trump and Hillary Clinton. I am not one to write about political debates, but as social media is heavily used in how we consume our knowledge, I have found it necessary to understand what others are saying and why about the candidates online.

As of just after 7:00 pm EST, Hillary Clinton’s sentiment on Twitter, stood as:

screen-shot-2016-10-09-at-7-16-17-pm

The tool by NCSU shows us that Clinton has more positive sentiment than negative but Twitter users seem to be more subdued towards her. If you took a moment to look at the actual tweets, you could tell by the caps and strong language used, people are passionate either positively or negatively towards her. That’s why I wanted to see some of the key terms mainly used by users as seen below:

screen-shot-2016-10-09-at-7-11-16-pm

The main key terms are her name, her husband’s name, and her fellow presidential candidate’s name. Then once we get past those, we look more into what people like about her:

The Debate

Women

Support

Speeches

Borders, etc.

Then we look at the negative terms:

War Attacked 

Leaked

Corruption

Children, etc.

As typically in marketing, the negative comments allow us to see a bit deeper into the problems the brand (in this case Hillary) faces with her target. Now, let’s take a look at Donald Trump:

Using the same tool by NCSU shows us that Trump has more positive sentiment than negative, seems to have a higher positive sentiment than Hillary does. But similarly, Twitter users seem to be more subdued towards him.

screen-shot-2016-10-09-at-7-25-18-pm

Let’s take a look at the key terms mainly used by users as seen below:

 

screen-shot-2016-10-09-at-7-26-58-pm

The main key terms are similar, his name and his fellow presidential candidate’s name. Then once we get past those, we look more into what people like about him:

The Debate

Mike Pence

Apologize 

Tapes, etc.

Then we look at the negative terms:

Assault

Vows

Sexists

Rage

Worst, etc. 

Now, these tools are never perfect, but they give marketers an excellent idea on what exactly is going on within our brand image throughout our customer base. As a voter, I wanted to see what issues people found most important about each candidate both positively and negatively. To be honest, I am upset with the lack of issues that are talked about but hopefully as the debate moves forward; Twitter will light up with what is going on in our country and around the world.

UPDATE: During the debate

The topic at hand, Obamacare.

Hillary Clinton

Sentiment analysis was done at 9:36 pm EST

screen-shot-2016-10-09-at-9-37-05-pm screen-shot-2016-10-09-at-9-37-28-pm

Donald Trump

Sentiment analysis was done at 9:38 pm EST

screen-shot-2016-10-09-at-9-39-42-pm screen-shot-2016-10-09-at-9-39-51-pm

UPDATE 2: DURING THE debate

The topic at hand, Taxes.

HILLARY CLINTON

Sentiment analysis was done at 9:57 pm EST

screen-shot-2016-10-09-at-9-57-51-pm screen-shot-2016-10-09-at-9-58-05-pm

DONALD TRUMP

Sentiment analysis was done at 9:55 pm EST

screen-shot-2016-10-09-at-9-56-37-pm screen-shot-2016-10-09-at-9-56-49-pm

UPDATE 3: After THE Debate

HILLARY CLINTON

Sentiment analysis was done at 10:37 pm EST

screen-shot-2016-10-09-at-10-37-16-pm screen-shot-2016-10-09-at-10-37-31-pm

DONALD TRUMP

Sentiment analysis was done at 10:38 pm EST

screen-shot-2016-10-09-at-10-38-03-pm screen-shot-2016-10-09-at-10-38-15-pm

I am not here to promote any candidate but to understand how we use social media.

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