Referendum's 'Yes' camp "winners" on social media

As Scottish voters take to the polls today, new research suggests the 'Yes' campaign, win or lose, has dominated the argument on social media.

'yes' beats 'no' on social media three to one
'yes' beats 'no' on social media three to one

Talkwalker, a social analytics firm which monitors online conversations on a variety of media, said the Yes camp was the clear winner in the "guerrilla PR battle" on social media.

The Yes campaign is three times more socially active than No, said Talkwalker, with a score of 75.8 per cent compared with 23.7 per cent.

The Yes camp has also achieved twice the social reach of No supporters, with two billion compared with one billion "potential viewership".

‘YesScotland’ was the most engaging Twitter hashtag, with 13.6 million reach, while the Yes camp’s most famous face, Alex Salmond, has the highest number of mentions on social media at 32 per cent of the total.

Robert Glaesener, chief executive of Talkwalker, said: "This is a resounding win for the Yes campaign's social performance and standing. Whatever happens on Friday, social media has certainly played a key role in the campaign's success so far. It has been fascinating to monitor the buzz and the passion around this debate."

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