So I had some free time in the Wesak holiday and decided to brush up my analytics. Politics is always a good example to showcase social media analytics because it is always in a state of constant flux, especially Malaysian politics where the general public is always happy to react swiftly AND loudly to whatever is being said by the Ministers. The staunchest critic or the most vocal supporter will respond with their own piece of mind, even they probably quite know whatever being said will never lead to nothing much anyway, but they just got to have a say something.
So I collected the mentions of each Minister by using their name and their Tweet handles and other names that they are called by, but not their designation. Well, if I take the designation as well, it will make it redundant because every story WILL quote their name AND designation, so that is double counting.
After a few hours of fasting, I got the chart above. Based from a time period of one week, it does make sense. Will put it here in numbers so people can cut and paste and play around with the numbers.
|No||Nama Menteri||Conversations||Engagements||Positive||Negative||Potential Reach||Unique Authors|
|1||YAB TUN DR. MAHATHIR BIN MOHAMAD||36,700||108,000||19||18||75.4B||4,500|
|2||YAB DATO’ SERI DR. WAN AZIZAH DR. WAN ISMAIL||2,900||8,200||26||24||3.9B||454|
|3||YB TAN SRI DATO’ HJ. MUHYIDDIN BIN HJ. MOHD. YASSIN||523||3,200||15||24||2.3B||176|
|4||YB TUAN LIM GUAN ENG||4,200||11,800||20||23||48.2B||742|
|5||YB TUAN HAJI MOHAMAD BIN SABU||2,100||3,200||19||18||1.1B||300|
|6||YB DR. MASZLEE BIN MALIK||13,000||40,000||17||37||82.6B||1,800|
|7||YB DATUK SERI RINA BINTI MOHD HARUN||495||1,800||26||31||1.1B||117|
|8||YB DATO’ SERI MOHAMED AZMIN BIN ALI||2,000||2,600||21||27||2.1B||311|
|9||YB PUAN HAJAH ZURAIDA BINTI KAMARUDDIN||1,800||2,200||43||32||1.4B||238|
|10||YB TUAN ANTHONY LOKE SIEW FOOK||838||2,000||10||18||1.8B||200|
|11||YB TUAN GOBIND SINGH DEO||5,300||10,900||31||12||4.1B||391|
|12||YB TUAN M. KULASEGARAN A/L V. MURUGESON||1,300||4,200||10||37||361.6M||176|
|13||YB DATO’ SALAHUDDIN BIN AYUB||432||1,100||11||39||67.6M||112|
|14||YB DATUK SERI DR. DZULKEFLY BIN AHMAD||1,100||1,300||21||16||10.3M||125|
|15||YB TUAN SYED SADDIQ BIN SYED ABDUL RAHMAN||43,100||73,700||54||17||43.4B||5,350|
|16||YB DATUK SERI MOHD REDZUAN BIN MD. YUSOF||126||297||17||10||359.6M||44|
|17||YB DR. XAVIER JAYAKUMAR A/L ARULANANDAM||400||465||25||30||710.8M||94|
|18||YB DATUK SERI SAIFUDDIN NASUTION BIN ISMAIL||1,400||2,900||11||32||747.5M||189|
|19||YB TUAN BARU BIAN||288||449||30||1||701.5M||75|
|20||YB DATO’ SAIFUDDIN BIN ABDULLAH||301||958||27||8||113.6M||84|
|21||YB PUAN TERESA KOK SUH SIM||362||252||29||21||352.3M||69|
|22||YB PUAN YEO BEE YIN||466||1,700||8||25||2.9B||133|
|23||YB DATUK SERI DR. MUJAHID BIN YUSOF||1,000||1,500||5||52||1B||152|
|24||YB TUAN KHALID BIN ABD SAMAD||2,100||3,200||12||38||3.2B||306|
|25||YB DATUK LIEW VUI KEONG||30||44||7||43||9.8M||11|
|26||YB DATUK IGNATIUS DARELL LEIKING||79||47||4||22||348.1M||39|
|27||YB DATUK MOHAMADDIN BIN KETAPI||34||9||32||0||26.8K||7|
|28||YB SENATOR TUAN WAYTHA MOORTHY A/L PONNUSAMY||81||450||11||28||1.4B||43|
Alright, all 28 Ministers are accounted for. Lets start with the obvious first. The most mentions.
Just as anyone would have thought, Syed Saddiq got the highest number of conversations of him from the people and that’s so much more from everyone else. The average mention from all 28 Ministers is 4.3k. And the conversation around him is 43k, 10 times than the average Minister! So you see, it’s not easy for him being young in the office. Social media is full of young people and they talk about him all the time and more than anyone else. He should get a good social media team though. Ahem.
The second Minister who got the most conversation in the week measured was Tun M with 36k. So there we have it, the people LOVES their leaders young or old, but never in the middle. Now, the 3rd in the line is Dr Maszlee and after that is Gobind and as the chart shows, the rest is history.
Next, we go and see the leaders that the Rakyat almost didn’t talk about in the last one week.
The above chart shows the Ministers with the least amount of conversations about them with the Rakyat. I would like to think that Waythamoorty there is enjoying his peace and quiet for now and this is probably a good thing when people don’t speak about him. The lesser the better someone said. But then again, politics is about popularity and if people don’t talk about you for long periods of time, especially in the current environment where the voters are much more savvy……
Well maybe Datuk Mohammaddin should be louder, considering he is holding the post of Tourism Minister, a post usually reserved for those who are articulate and gregarious to socialize.
Next, we will look at engagements. Conversations are social media postings which contains the names or nicknames of the Ministers, so if I post a Facebook posting with Syed Saddiq’s name in it, that is one conversation, or one mention. Now, engagements are the results of people that have seen my Facebook posting and decide to take action, either by Liking, sharing or Commenting. Each separate action is one engagement. So engagement basically measures the reaction of the readers of the social media posting, towards that posting itself.
Now, it would be great if I told a friend 1 story and he reacted to me in 3 different ways because I would just be entertained by that. In order to see which Ministers’ followers that can elicit the most reaction, we take the total engagement divide by the respective number of conversation.
Now you see as I sort the different measures or ratios, we can see different results. TS Muhyiddin leads with the most engaged leader per conversation, followed by Waytha Moorthy, Yeo Bee Yin, Rina Harun and Kulasegaran. Well, don’t read too much about this as numbers can lie but you can perhaps have a feel why certain Ministers get the job done without much fanfare because they have strong supporters that helps them. In this measure, it is by engagement per conversation and these numbers do tell some truth, from my experience.
Next, let’s have a look at the sentiment. Now, the sentiment is run by machine learning softwares, where they take the keywords that are deemed negative and place them as a negative statement. They are not very accurate and will never be accurate as any normal humans. Nevertheless, they are indicators and give a good representation of what is happening without having me to go through line by line. It’s good enough to make an educated guess.
Again, Syed Saddiq leads, but lets try a fairer measurement, Positive minus Negative. It gives a cumulated figure between the positive and negative statements and at the same time, cutting out the errors from both measures.
Thus, it is possible to say that in the period of one week, these are the top 10 leaders that have the biggest number of negative conversations about them. I would vehemently disagree with this statement especially at the 10th from top where I think she did exceptionally well. But again, this is social media. Never, ever believe everything you see in social media.
So there are definitely so many things that you can extract (rightly or wrongly is another matter though) based from only one week sample of mentions.
Speaking for Dr Mujahid, what exactly are people angry about with him in the one week? Let’s check out the word bubble of his conversations in the last one week.
I didn’t really follow the news so much these days so I am still confused. But I see Yayasan, Yapeim,skandal and knowing his role, a rough idea, I have.
I am too lazy to actually go through the exact list of mentions so I am going to do what most lazy people do, Google.
Well, there you go. That is why people are speaking of Dr Mujahid Rawa negatively. Its the issue that he is managing, not the man himself. This is what people must know and realize. Leaders don’t make you feel happy all the time. That’s not their purpose.
But again, social media analytics is fun. It gives answers but then even more questions. The trick is knowing when to stop the questioning because it will never end.
And that is our social media analytics class for today. Selamat berbuka and happy eating.