The Labour Party may lead the way when it comes to British political parties using Twitter and other online tools, but a new audit by Yomego suggests that Prime Minister Gordon Brown’s social media reputation is flagging.
Using various natural language technology algorithms, a social media reputation score is created by measuring not only how much a particular person is mentioned, but also how positive or negative that coverage is.
The PM scored just 42.59 out of 100, putting his ‘sentiment’ score even behind that of British National Party leader Nick Griffin.
Tory leader David Cameron, on the other hand, scored 62.49, despite the fact that he shared on a radio station his belief that “too many twitters make a twat”.
By contrast, US President Barack Obama scored 77.79 and French Premier Nicolas Sarkozy got 66.15.
Steve Richards, Managing Director of Yomego, commented:
“The audits we’ve carried out so far have underlined how important it is for brands, organisations and individuals to actively manage noise and sentiment around them on the wide range of social networks out there. The noise around your brand may be deafening but if that noise is overwhelmingly negative, its reputation will suffer real damage. Conversely, if positive sentiment about your brand is drowned out by your competitors, you won’t see the benefits.
“For politicians, with nearly 30 million people in the UK alone regularly using a social network, social media reputation is an important barometer for measuring whether their message is getting through and how it’s being received. That’s particularly true as we enter the party conference season and all parties start gearing up for a general election next year.”