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Ipsos MORI Social Media Britain Ipsos MORI Social Media Britain November 2019 © 2019 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and September not be disclosed or reproduced without the prior written consent of Ipsos. © Ipsos | Social Britain | November 2019 | FINAL | Public Contents Executive 1 Summary 2 Volume 3 Interactions Influencers & 4 Hashtags 5 Deep Dive 6 Methodology 2 © Ipsos | Social Britain | November 2019 | FINAL | Public A note on the methodology An additional lens for understanding Britons’ views Ipsos MORI’s new Social Media Britain report offers an additional way to understand the public’s views about issues relevant to Britain. Social media are by no means representative, and many social media data are not accessible. (Nor should they be. For our views on the ethics of social media data, see this paper). Nor does our analysis take into everything that people in Britain talk about on social media over the period. Nevertheless, social media gives us an insight into people’s interests and concerns when we are not actively prompting them to think about a particular issue or topic. Our analysis is based on a list of 21 topics tracked over the course of a year. We determined these topics by first analysing data from politically active forums and used text analytics-based analysis of these data to help us write queries in Synthesio. We leveraged the Synthesio platform to gather and analyse the data. For more information on the methodology, please see the appendix. 3 © Ipsos | Social Britain | November 2019 | FINAL | Public Executive Summary • Overall Brexit continued to lead the conversation in November – however there was a 59% increase in NHS related mentions vs. October. This was driven in part by Corbyn 01 revealing documents that he says indicate a Conservative government would sell off the NHS as part of a US trade deal. • The election, which is the focus of our deep dive this month, as well as the London Bridge terror attack - both contributed to sizeable shifts in social conversation. • Following the ITV Leaders Debate, there was a sharp increase in conversation around the general election. The release of the Labour and Conservative manifestos seeing further spikes in volume towards the end of November. • When comparing Johnson and Corbyn activity on Twitter in November there were some notable differences in the focus of their posts. Whilst Brexit was mentioned across 42% of Johnson’s tweets – it was only mentioned within 6% of Corbyn’s. Corbyn focused mainly on the NHS, which was mentioned in just over a third of his tweets. 4 © Ipsos | Social Britain | November 2019 | FINAL | Public Top 5 Topics for November – Volume Volume of posts about the topics Met Police pass file of criminal evidence against Corbyn reveals 90,000 Boris Johnson’s Vote Leave campaign to the CPS documents in Brexit / EU / Europe 80,000 Jeremy Corbyn outlines respect to NHS and Labour’s Brexit policy Farage announces Brexit trade deal with US 70,000 Party will not oppose ITV Leaders Debate Boris Johnson 60,000 Crime / Law & Order / ASB 50,000 40,000 NHS / Hospitals / Healthcare 30,000 20,000 Environment / Pollution 10,000 0 Economy 13/11/2019 16/11/2019 19/11/2019 01/11/2019 02/11/2019 03/11/2019 04/11/2019 05/11/2019 06/11/2019 07/11/2019 08/11/2019 09/11/2019 10/11/2019 11/11/2019 12/11/2019 14/11/2019 15/11/2019 17/11/2019 18/11/2019 20/11/2019 21/11/2019 22/11/2019 23/11/2019 24/11/2019 25/11/2019 26/11/2019 27/11/2019 28/11/2019 29/11/2019 30/11/2019 Source: Synthesio 5 © Ipsos | Social Britain | November 2019 | FINAL | Public 6 Level of engagement with posts about the topics & standout Brexit & Monarchy posts &Monarchy Brexit standout & topics about the posts with engagement of Level for November 5 Topics Top © Ipsos | Social Britain | November 2019 | FINAL | Public Millions 2.5 0.0 0.5 1.0 1.5 2.0 01/11/2019 02/11/2019 03/11/2019 04/11/2019 05/11/2019 06/11/2019 07/11/2019 08/11/2019 09/11/2019 10/11/2019 11/11/2019 12/11/2019 13/11/2019 14/11/2019 to NHS campaignerto tribute payingpostssocial Jeremy publishes Corbyn 15/11/2019 16/11/2019 17/11/2019 18/11/2019 19/11/2019 20/11/2019 21/11/2019 22/11/2019 to NHS and trade deal with US with deal trade NHS and to respect in documentsreveals Corbyn 23/11/2019 24/11/2019 – 25/11/2019 26/11/2019 Interactions 27/11/2019 28/11/2019 29/11/2019 coverage attack Bridge London 30/11/2019 Economy Pollution / Environment Europe / / EU Brexit / Healthcare Hospitals / NHS /ASB Order & / Law Crime Source: Synthesio Top 5 Topics vs. ITV Debate – Volume Volume of posts about the topics Criminal evidence passed to CPS 100,000 against Vote Leave campaign Corbyn reveals Brexit / EU / Europe 90,000 Jeremy Corbyn outlines ITV Leaders Debate documents in 80,000 Labour’s Brexit policy Farage announces respect to NHS and Brexit Party will not trade deal with US 70,000 oppose Boris Johnson Crime / Law & Order / ASB 60,000 50,000 NHS / Hospitals / Healthcare 40,000 30,000 Environment / Pollution 20,000 10,000 0 Economy TV Political Debates 13/11/2019 16/11/2019 19/11/2019 01/11/2019 02/11/2019 03/11/2019 04/11/2019 05/11/2019 06/11/2019 07/11/2019 08/11/2019 09/11/2019 10/11/2019 11/11/2019 12/11/2019 14/11/2019 15/11/2019 17/11/2019 18/11/2019 20/11/2019 21/11/2019 22/11/2019 23/11/2019 24/11/2019 25/11/2019 26/11/2019 27/11/2019 28/11/2019 29/11/2019 30/11/2019 Source: Synthesio 7 © Ipsos | Social Britain | November 2019 | FINAL | Public 8 Volume of posts about topics the about ofposts Volume Debate vs. ITV General Election 100,000 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000 © Ipsos | Social Britain | November 2019 | FINAL | Public 0 01/11/2019 02/11/2019 03/11/2019 04/11/2019 05/11/2019 06/11/2019 07/11/2019 08/11/2019 09/11/2019 10/11/2019 11/11/2019 12/11/2019 13/11/2019 14/11/2019 15/11/2019 16/11/2019 Debate Leaders ITV 17/11/2019 18/11/2019 19/11/2019 20/11/2019 manifesto release Labour 21/11/2019 22/11/2019 23/11/2019 manifesto release Conservatives 24/11/2019 25/11/2019 26/11/2019 deal trade risk in NHS at suggesting documents releasesCorbyn 27/11/2019 28/11/2019 29/11/2019 - 30/11/2019 Volume TV Political Debates Political TV Election General Source: Synthesio Volume 02 In this section, we look at the volume for each topic. Volume is the number of posts on social media platforms that are related to the topic. Posts can be published by private users, corporate accounts or influencers. A comment, share or retweet of the item does not add to the total volume, these are types of interactions (see later). 9 © Ipsos | Social Britain | November 2019 | FINAL | Public Absolute Volume Change Volume Rank since Oct of Top 10 Brexit / EU / Europe -14% Crime / Law & Order / ASB +10% Topics NHS / Hospitals / Healthcare +59% Environment / Pollution -5% Economy +18% Foreign affairs / Defence / terrorism +27% Taxation +72% November 2019 Education / Schools +40% Poverty / Financial Inequality +32% Immigration / immigrants +10% 0 1 2 Source: Synthesio Millions 10 © Ipsos | Social Britain | November 2019 | FINAL | Public Volume Rank ABSOLUTE VOLUME Brexit / EU / Europe Crime / Law & Order / ASB of All Topics NHS / Hospitals / Healthcare Environment / Pollution Tracked Economy Foreign affairs / Defence / terrorism Taxation Education / Schools Poverty / Financial Inequality Immigration / immigrants Monarchy Pensions / social security / benefits Fake news / disinformation Housing Internet security / personal data November 2019 Unemployment Countryside / rural life Devolution / Scotland / Wales / N Ireland Wages / low pay / minimum wage Animal welfare 0 1 2 Source: Synthesio Millions 11 © Ipsos | Social Britain | November 2019 | FINAL | Public All Topics for November – Volume Volume of posts about the topics 90,000 Brexit / EU / Europe Crime / Law & Order / ASB 80,000 NHS / Hospitals / Healthcare Environment / Pollution 70,000 Economy 60,000 Foreign affairs / Defence / terrorism Taxation 50,000 Education / Schools Poverty / Financial Inequality 40,000 Immigration / immigrants 30,000 Monarchy Pensions / social security / benefits 20,000 Fake news / disinformation 10,000 Housing Internet security / personal data 0 Unemployment Countryside / rural life Devolution / Scotland / Wales / N Ireland Wages / low pay / minimum wage Animal welfare 13/11/2019 16/11/2019 19/11/2019 01/11/2019 02/11/2019 03/11/2019 04/11/2019 05/11/2019 06/11/2019 07/11/2019 08/11/2019 09/11/2019 10/11/2019 11/11/2019 12/11/2019 14/11/2019 15/11/2019 17/11/2019 18/11/2019 20/11/2019 21/11/2019 22/11/2019 23/11/2019 24/11/2019 25/11/2019 26/11/2019 27/11/2019 28/11/2019 29/11/2019 30/11/2019 Source: Synthesio 12 © Ipsos | Social Britain | November 2019 | FINAL | Public Top 5 Topics for November – Volume Volume of posts about the topics Met Police pass file of criminal evidence against Vote Leave campaign to the CPS 90,000 Corbyn reveals Jeremy Corbyn outlines documents in Brexit / EU / Europe 80,000 Labour’s Brexit policy Farage announces Brexit respect to NHS and Party will not oppose trade deal with US 70,000 Boris Johnson ITV Leaders’ Debate 60,000 Crime / Law & Order / ASB 50,000 40,000 NHS / Hospitals / Healthcare 30,000 20,000 Environment / Pollution 10,000 0 Economy 13/11/2019 16/11/2019 19/11/2019 01/11/2019 02/11/2019 03/11/2019 04/11/2019 05/11/2019 06/11/2019 07/11/2019 08/11/2019 09/11/2019 10/11/2019 11/11/2019 12/11/2019 14/11/2019 15/11/2019 17/11/2019 18/11/2019 20/11/2019 21/11/2019 22/11/2019 23/11/2019 24/11/2019 25/11/2019 26/11/2019 27/11/2019 28/11/2019 29/11/2019 30/11/2019 Source: Synthesio 13 ©
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