The Votes Are In. Social Data Ratifies The Global Conversation of #Brexit

June 24, 2016

The Votes Are In. Social Data Ratifies The Global Conversation of #Brexit

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Going into yesterday’s #Brexit referendum, it seemed like the world was convinced that the British would vote to stay in the European Union (EU). The stock markets across the globe were up modestly (a general sign of confidence) and the exit polls all showed a slight edge for remaining in the EU.

I have been paying attention to the growing social conversation and the data surrounding it. As the data began to flow in, the comments, tweets, posts, blogs and global mentions of #Brexit, I was surprised at how accurate of a representation the social data has been. There are some extremely interesting insights, so let’s take a look at the numbers:

We started the tracking of this global topic early yesterday, and the mention volume was staggering! It seemed like everyone on both sides of the divisive issue were chiming in with their opinion. We quickly tallied 80k mentions for those that wanted to “Remain” in the EU, and an astounding 101k for those that wanted to “Leave”… a whopping 25% margin for Leave!

Here’s where things get even more interesting: The Remain camp had 51k unique authors and 55k shared mentions while the Leave camp only had 38k unique authors but had 78k shared mentions. WOW!!! Leave was TWICE as viral as Remain. This referendum was started by people who wanted to leave and perhaps were more emotionally invested in making sure it passed. They took the time and effort, big or small, of posting and expressing their insights and opinions socially, attempting to influence those on the fence about the subject.

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We also used our Facebook Audience dashboard to compare and contrast the conversation. If you take a look at the “Popular Facebook Topics” data it shows the biggest topic as “Vote Leave.”

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Despite the debate of “for” or “against” the referendum, the sentiment is accurate to the percentages of the vote! The sentiment is quite equal, right down the middle amongst all age groups.

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Though we don’t know the entire scope of the #Brexit and it’s possible impact, we can see how this topic is accelerating through social channels.

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Can social media data predict the outcome of future referendums, social issues, political leanings and controversies? Can we trust social data as the new focus group? This topic and many other of the #NUVIknows social data projects consistently and accurately give us the insights and information that we need in order to make the best calculated decisions and meet your strategic objectives.

Now, I’m not sure how the #Brexit will affect England, Europe and the global economy, but I do know that when relying on data to make decisions, social data connects the audience’s true feelings and beliefs to those making the decisions.

While there is a time and place for exit poles, phone calls, etc. NUVI can help validate social trends and outcomes. This case study is a true testament to the power of NUVI’s ability to pull meaningful, accurate, and real-time insights from social data.

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