WASHINGTON: Twitter recently selected Radian6 to analyze tweets and conversations relating to the White House's first Twitter Town Hall, which takes place tomorrow.
The event will focus on jobs and economics. The social media monitoring company will analyze data to uncover trends and determine which political topics are top-of-mind among participants, and plans to develop a detailed report of the findings within one week of the event.
“They had the opportunity to invite the president to their own Twitter town hall and wanted a partner to analyze the data and produce a report before and after the event to showcase the amount of intelligence that can be pulled from the conversations that happen on Twitter,” said David Alston, CMO at Radian6.
Leading up to the town hall, Radian6 analyzed eight weeks worth of Twitter data to get a grasp on what people are saying about the political topics of national protection, financial security, wellness, and development. The company worked to uncover information and trends that would be hard to find without the ability to analyze a tremendous amount of tweets with an automated platform, Alston said.
Radian6's key findings from the baseline data include that men tweet about politics slightly more than women, President Obama's speeches tend to generate significant Twitter conversation, and the top political concerns of Twitter users are financial security and national protection.
The results from the preliminary analysis will be used as a baseline against which Radian6 can compare the data from the conversations that take place at the town hall. For example, the company will look to see if people react strongly to certain topics, or if there are changes in the data-related trends from the baseline research to the conversations taking place at the town hall.
Alston added that by having the baseline data, the companies “can actually look to see if the event helped move the needle in any of those areas as well.”
Twitter and Radian6 worked together once in the past for a project related to the MTV Video Music Awards.
On a related note, Twitter recently acquire BackType, an analytics platform that helps brands and ad agencies get a better understanding of the value of engagement on social media channels. BackType will work to develop tools for Twitter's publisher partners.
Twitter could not immediately be reached for comment.