Scottish Referendum in Hashtags

As the referendum approaches, we’ve been analysing the tweets of over 330k active Scottish tweeters.

yesnovoteLooking at the conversations taking place in the Scottish Twittersphere in August, we found that the ‘Yes’ campaign was finding huge success leveraging social media to build support and get voters excited about backing them in the referendum.

This week, we looked at the tweets over the last 30 days to see how the conversation has been evolving before the big day.

Have the ‘No’ camp turned the tide on social? Not quite, but they’re gaining ground…

Also: See the 100 most influential Scots on Twitter!

The Top 50 hashtags

  • The referendum has continued to dominate Scottish people’s twitter timelines. All of the top 12 most shared hashtags were about the vote (counting #scotland)
  • Some ‘No’ hashtags have started climbing the table but there are still just 3 in the top 20
  • There are 6 pro-Yes’ hashtags in the top 20
  • The top Yes hashtag (#VoteYes) was tweeted 166k times in the last 30 days
  • The top No hashtags (#BetterTogether) was tweeted just 23k times
  • Mentions of The Ice Bucket Challenge, Scotland vs Germany and even the new series of Doctor Who were all eclipsed by the referendum debate

The Big Debate Nears its Conclusion

The most tweets in a day from this audience is still 690k on August 5th (the first Darling/Salmond debate). But the average number of tweets has been increasing before the vote from 490k in August per day to 510k over the last 7 days.

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Apple: The exception to the Twitter marketer`s rule

Today, Apple is hosting a “Special Event” on its website.

There are no official hashtags, no Twitter Q&A… in fact not even an official Apple Twitter account tweeting about it. And yet it has been one of the top stories on Twitter for the last month.

How does Apple do it? That’s a question that requires more space to answer, and has been tackled by some great bloggers before. What we do know is that the enigmatic tech company is big news on Twitter. And it is being talked about by all sorts of people, not just “Tech” sorts.

We took a look at tweets mentioning brands over the last month in 5 of our audiences on PiQ. Apple was in the top 5 for all of them.*

Venture Capital and Startup Audience

It makes sense that the tech fanatics, entrepreneurs and investors that make up our VC and Startup audience have been talking about Apple over the last month. They’re often talking about the next big thing in tech and, after Google, Apple is their second favourite brand to talk about.

VC Apple

@PeerIndex Followers

Our wonderful collection of followers from both sides of the Atlantic are also seriously into Apple. From tech-savvy early-adopters salivating at the prospect of the next product release to our marketing experts marvelling at Apple’s inimitable PR, they’re talking about Apple nearly 3 times as much as rival Samsung.

PeerIndex Apple

UK Football Audience

These football fans like recreating their favourite Premier League moments on their XBox. But they also fall under Apple’s marketing spell. It’s the 4th most talked about brand in this audience.

UK Football Apple

UK Fashion Audience

18 thousand tweeters we identified as being fashionistas. They’re discussing some of their favourite labels such as Topshop and Burberry, both boasting a fantastic social media presence, but it’s Apple that really gets them tweeting. Today, the tech giant is also a style icon. Which will play an important part in their marketing of wearable devices in the near future.

UK Fashion Apple

UK Music Audience

With the recent purchase of Dr Dre’s Beats, Apple will be hoping to make an impact with music fans. And when they’re not discussing their favourite Netflix shows (and Tesco, which again puts in a strong performance) they’re talking about the Apple devices that they increasingly use to listen to the tracks they love.

UK Music Apple

Apple has captured the imagination of social media users from all walks of life. Geeks, sports fans, sharp dressers and marketing gurus will all be tuning in to Apple’s mysterious announcement today. And you can bet they’ll be tweeting about it too.

And having bought Twitter analytics company, Topsy, last year, perhaps Apple will be listening in more closely than it seems when you look at the inscrutable Twitter-egg that still acts as the face of @Apple.

* We excluded social networks and media brands which tend to have a very high mention-rate as people share content on Twitter.

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Scotland`s Most Influential weeters

In the run-up to the Scottish referendum, we’ve been tracking the tweets of over 330k tweeters in Scotland. We applied PeerIndex’ algorithms to determine who is is having the biggest impact online. And it’s the voices of the ‘Yes’ campaign that are dominating the conversation.

Find out more about our Scottish Twitter community

For this study we created a new influence score: the Scotland PeerIndex Score, or SPi. The top 100 SPi influencers can be seen on our site.

The key difference with this score is that only influence over other people in Scotland counted. Having thousands of fans in America doesn’t help here, it’s retweets, replies and mentions from important Scots that get you on the list.

Scotland top8

Click to see the full 100

Who made the list?

Scotland’s rich artistic pedigree is represented by a host of writers, singers and actors. But it’s the comedians who make it to the very top here. Kevin Bridges and Frankie Boyle are the country’s favourite funny-men on Twitter. The Independence debate may be heated but the Scots are still finding time to laugh about it.

It’s the ‘Yes’ campaign that is winning the political battle on Twitter though: SNP leaders Alex Salmond and Nicola Sturgeon lie just outside the top 10 while Alistair Darling only just makes the top 100.

There are several key players in the Better Together campaign on the list such as campaign director Blair McDougall. JK Rowling, who helped fund the No campaign, is 14th. 

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