Subscribe
Follow / Link / Friend
Chatter
« Social Commerce: Cashing in on social media | Main | Talk of Strategic Voting Begins to Heat Up »
Monday
Nov012010

Why you won't find many Rob Ford supporters on Twitter

One of the biggest surprised for me the night that Rob Ford was elected mayor was how quickly he was declared the winner.  Just eight minutes after the polls officially closed, Mr. Ford was wearing a ceremonial lei around his neck.

 

And while the Ford camp was celebrating, the Twittersphere was burning up with anti-Ford chatter.  It was impossible to keep up with the tsunami of tweets using the #voteto or #cp24 hashtag, the overwhelming majority of which were anti-Ford.  Reactions ranged from absolute shock to seething rage and disgust, directed to both Ford and the Toronto electorate. 

Even TV station CP24, which has adopted the inane practice reading cherry picked tweets to its television viewers, commented on anti-Ford outcry, asking, “how did this guy get elected, when there seems to be such a negative reaction online?”  Given earlier analysis that showed that 80% of election talk was taking place on the micro blogging service, I thought the question merited closer inspection.

In comparing those who intended to vote for Mr. Ford or Mr. Smitherman to the audience that is on Twitter I used the most accurate poll of voter intentions collected by Ekos, which called a Ford win by 8% (he won by a 10% margin.)  The Twitter data is from a Canadian general population survey conducted by Northstar Research at the end of last year, meaning it may be a little old and broad, but I think that it still tells a good story.

 

There are two things that can be observed from this data.  The first is that Ford did remarkably well with people who clearly aren’t on Twitter.  Over 60% of people aged 65+ planned on voting for Ford,  while less than 10% of that population is on Twitter.  And the senior set is a group that has both the desire and time to cast a ballot.   Amongst people aged 25-44,  the heaviest Twitter users, voting intention was almost even.

 

Looking at education we see another stark divide.  Clearly, those that have spent more time at school, are heavier Twitter users and are more likely to have voted for Smitherman. People with a high school education or less were twice as likely to vote for Ford, yet are half as likely to be on Twitter compared to the University educated.

So, what are we to make of all of this?  There clearly seems to be something to the notion put forward by Richard Florida and others that there’s a divide emerging between the Creative Class and the masses, both in terms of voter intentions and social media participation.  The people talking about the election online, are only a sub-set of the 50% of the eligible voters who cast a ballot on election day.

With each election that passes, there’s a lot of talk about how candidates can make effective use of social media to get their message out.  Brands are confronting the same challenges and opportunity. But this election shows that there are still large swatches of the population that have not yet “joined the conversation.”

So when the Twittersphere raged against the Ford victory, how many of his supporters heard the outcry?  How many of them even cared?  It begs the question, is there a risk in social media that we are sometimes talking to the same people over and over?  Are we preaching to the converted?

What do you think?

References (2)

References allow you to track sources for this article, as well as articles that were written in response to this article.
  • Response
    This does sound like a very good notion, but I am not sure how that might perform. I have over one hundred lbs to loose. Clearly among now and objective, I'll need to have a lot more garments, so do I take that from my financial savings? Or do I just ...
  • Response
    Response: uBkKpXVM
    Patrick Gladney - My Blog - Why you won't find many Rob Ford supporters on Twitter

Reader Comments (4)

Most interesting breakdown; I was wondering about your sources of the demographics.

From Atlanta Georgia

November 1, 2010 | Unregistered CommenterTAG

Although to some it may feel oh-so-far-off, spring is on it's way, and here are the louis vuitton to prove it!
New Christian Louboutin spring shoes are hitting the shelves and they are colorful, whimsical and playful,perfect for a spring or summer wedding looking for a little jolt of fun! and now discount for Gucci,Which are your faves?

louis vuitton
lv
louis vuitton wallets
louis vuitton purses
louis vuitton sunglasses
louis vuitton bags
louis vuitton handbags
lv
louis vuitton bags
louis vuitton outlet

louis vuitton
lv
louis vuitton wallets
louis vuitton purses
louis vuitton sunglasses
louis vuitton bags
louis vuitton handbags
lv
louis vuitton bags
louis vuitton outlet

louis vuitton
lv
louis vuitton wallets
louis vuitton purses
louis vuitton sunglasses
louis vuitton bags
louis vuitton handbags
lv
louis vuitton bags


louis vuitton
lv
louis vuitton wallets
louis vuitton purses
louis vuitton sunglasses
louis vuitton shoes
louis vuitton bags
louis vuitton handbags
lv
louis vuitton bags

cugg boots cheap
cheap ugg boots
discount uggs
uggs on sale
cheap ugg boots on sale
cheap uggs on sale
discount uggs on sale
ugg classic boots sale
cheap ugg boots for sale online
cheap ugg boots wholesale
cheap ugg classic boots on sale
UGG classic boots
cheap ugg classic boots
ugg discount boots
discount uggs boots
discounted ugg boots
cheap uggs boots
uggs for cheap
ugg tall boots
ugg short boots
ugg boots sale
ugg boots on sale
ugg boots on cheap
ugg discount
cheap ugg boots for women
cheap ugg boots online
cheap ugg boots for sale
cheap ugg boots for Kids
cheap ugg boots on sale
cheap ugg boots for sale online
cheap ugg boots wholesale
cheap ugg boots for girls
cheap ugg classic
cheap ugg classic tall boots
cheap ugg classic cardy boots
cheap ugg classic short boots
UGG Slippers
UGG Slippers for women
ugg slippers for women uk
cheap ugg slippers for women
UGG Slippers for men
ugg slippers for men on sale
UGG Slippers for men uk
UGG Slippers on sale
ugg slippers on sale for women
womens ugg slippers on sale
coquette ugg slippers on sale
UGG Slippers sale
mens ugg slippers sale
UGG Slippers cheap
ugg slippers discount
ugg slippers discounted
ugg slippers for kids
ugg slippers clearance
mens ugg slippers clearance
ugg slippers outlet
UGG Sandals
ugg sandals for women
ugg sandals on sale
ugg sandals men
ugg sandals for men
ugg sandals women
ugg sandals sale
ugg sandals halendi
ugg sandals amazon
ugg sandals clearance
UGG Sneakers
ugg sneakers for women
ugg sneakers women
ugg sneakers uk
ugg sneakers evera
mens ugg sneakers
UGG Classic Sheepskin Glove
ugg sheepskin gloves
fingerless sheepskin gloves
ugg shearling gloves
ugg igloo gloves
ugg fingerless gloves
ugg men's gloves
ugg australia gloves
ugg long gloves
ugg gloves sale
ugg gloves women
ugg gloves black
ugg gloves australia
ugg gloves uk
ugg gloves cheap
ugg gloves and mittens
mens ugg gloves
black ugg gloves
UGG Fringe Cardy Knit Boots
ugg cardy boots
ugg cardy boots reviews
ugg cardy boots sizing
ugg fringe cardy boots
ugg boots classic cardy
ugg cardy reviews
ugg cable knit boots
ugg classic argyle knit boots
cheap ugg knit boots
ugg knit boots with buttons
UGG Classic Kids Boots
ugg boots for kids
ugg boots for kids on sale
ugg boots for kids cheap
ugg boots for kids uk
ugg boots for kids canada
fake ugg boots for kids
discount ugg boots for kids
clearance ugg boots for kids
pink ugg boots for kids
replica ugg boots for kids
purple ugg boots for kids
ugg style boots for kids
ugg kids boots
ugg kids boots sale
ugg kids boots clearance
ugg kids boots on sale
ugg kensington kids boots
ugg kids cardy boots
ugg kids cardy
ugg kids cardy ii
ugg kids cardy pink multi
ugg kids classic tall
ugg kids classic tall marquis knit
ugg kids classic tall stripe cable knit
ugg kids lil sunshine
ugg kids size chart
ugg kensington kids
ugg kensington kids boots
ugg look alikes for kids
ugg knockoffs for kids
ugg shoes for kids
ugg boots on sale for kids
ugg style boots for kids
uggs for kids on sale
uggs for kids outlet
UGG Kenly Boots
ugg kenly grey
ugg kenly reviews
ugg kenly chocolate
ugg kenly espresso
womens ugg kenly boots
cheap ugg kenly
women's ugg kenly
UGG Adirondack Boots
UGG Adirondack Boots ii
UGG Adirondack Boots men's
UGG Adirondack Boots uk
UGG Adirondack Boots tall
ugg adirondack boots canada
ugg adirondack ii
ugg adirondack ii sale
ugg adirondack ii boots
ugg adirondack tall boots
ugg adirondack sale
UGG Adirondack Boots ii sale
UGG Adirondack Boots ii otter
ugg adirondack boot reviews
ugg adirondack boot otter
UGG brookfield tall Boots
ugg brookfield tall
UGG brookfield Boots
ugg brookfield short
ugg brookfield black
UGG Classic Argyle Boots
ugg argyle boots on sale
ugg argyle boots sale
ugg argyle knit boots
ugg argyle knit
ugg argyle Boots
ugg argyle Boots on sale
ugg argyle Boots sale
ugg argyle UK
ugg argyle review
ugg argyle knit uk
UGG Classic Bailey Button Boots
UGG Bailey Button Boots
bailey button triplet uggs
bailey button uggs
bailey button ugg boots on sale
UGG Bailey Button Boots on sale
UGG Bailey Button Boots leopard
UGG Bailey Button Boots kids
UGG Bailey Button Boots sale
UGG Bailey Button Boots cheap
UGG Bailey Button Boots cheatnut
UGG Bailey Button Boots uk
UGG Bailey Button Boots 5803
UGG Bailey Button Boots reviews
UGG Bailey Button Boots black
ugg bailey button triplet
ugg bailey button on sale
ugg bailey button bomber
ugg bailey button triplet boot
ugg bailey button review
ugg bailey button triplet kids
ugg bailey button triplet sale
ugg bailey button toddle
bailey button uggs sale
UGG Classic Cardy Boots
UGG Classic Cardy sale
UGG Classic Cardy review
UGG Classic Cardy black
UGG Classic Cardy on sale
UGG Classic Cardy moss
UGG Classic Cardy oatmeal
UGG Classic Cardy greys
UGG Classic Cardy tall
UGG Classic Cardy fig
UGG Cardy fig
UGG Cardy boots
UGG Cardy sale
UGG Cardy boots on sale
UGG Cardy review
UGG Cardy kids
UGG Cardy boots sale
UGG Cardy ii
UGG Cardy sizing
UGG Classic Crochet Boots
ugg suburb crochet boots
UGG Crochet Boots
ugg crochet boots sale
ugg crochet collection
UGG Classic Mini Boots
UGG Mini Boots on sale
UGG Mini Boots uk
ugg mini mel
UGG Mini Classic
ugg mini black
classic ugg mini
ugg mini mel large
ugg mini mel pink
UGG Classic Short Boots
UGG Classic Short Boots on sale
UGG Classic Short Boots black 5825
UGG Classic Short Boots chestnut
UGG Classic Short Boots black
UGG Classic Short Boots gray
women's UGG Classic Short Boots
cheap UGG Classic Short Boots
UGG Short Boots on sale
UGG Short Boots sale
black UGG Short Boots
ugg short black boots
ugg australia classic short boots
classic short boots
UGG Classic Tall Boots
UGG Classic Tall Boots on sale
UGG Classic Tall Boots chestnut
UGG Classic Tall Boots black
UGG Classic Tall Boots gray
cheap UGG Classic Tall Boots
UGG Classic Tall wool
UGG Classic Tall sale
UGG Classic Tall cheatnut
ugg classic tall wool stripe
ugg classic tall black
ugg classic tall blackberry wine
ugg classic tall fancy women's
ugg classic tall fancy boot
ugg classic tall logo
ugg classic tall metallic
ugg classic tall metallic boot
UGG Classic Tall Romantic Flower
ugg classic tall romantic flower 5802
ugg romantic flower boot
ugg romantic flower boot on sale
UGG Classic Tall Stripe Cable Knit
UGG Tall Stripe Cable Knit
UGG Classic Stripe Cable Knit
UGG Classic Tall Stripe Cable Knit boots
UGG Stripe Cable Knit boots
UGG Elsey Boots
UGG Elsey Boots on sale
UGG Elsey wedge
UGG Elsey wedge boots
UGG Gissella Boots
UGG Gissella black
UGG Gissella review
UGG Gissella uk
UGG Gissella
UGG Highkoo Boots
Highkoo uggs
highkoo boot by ugg
Highkoo ii uggs
Highkoo ii
highkoo ruched boot ugg
UGG Infant Erin Boots
UGG Infant Erin
UGG Infant Boots
UGG Infant Boo
ugg infant booties
ugg infant snowsuit
ugg infant shoes
UGG Erin pink
UGG Erin blue
UGG Erin sale
UGG Erin baby
UGG jimmy choo
ugg jimmy choo siobhan
ugg jimmy choo uk
ugg jimmy choo price
ugg jimmy choo collaboration
nicky hilton ugg jimmy choo
UGG Knightsbridge Boots
UGG Knightsbridge Boots black
women's UGG Knightsbridge Boots
UGG Knightsbridge Boots uk
UGG Knightsbridge Boots sale
UGG Knightsbridge Boots 5119
ugg knightsbridge boots women's reviews
UGG Knightsbridge review
UGG Knightsbridge size 10
UGG Knightsbridge black size 7
UGG Knightsbridge 5119
UGG Knightsbridge black
UGG Knightsbridge grey
UGG Knightsbridge sale
ugg knightsbridge espresso
UGG Langley Boots
UGG Langley Boots on sale
ugg langley silt
UGG Metallic Boots
UGG Metallic cardy
UGG Metallic logo
UGG Metallic copper
UGG New Style Boots
UGG Nightfall Boots
genuine ugg nightfall boots
UGG Nightfall Boots sale
UGG Nightfall Boots chestnut
UGG Nightfall Boots uk
UGG Nightfall uk
UGG Nightfall black
UGG Nightfall 5339
UGG Nightfall review
UGG Sheepskin Cuff Boots
UGG Sheepskin Cuff Boot review
UGG Sheepskin Cuff Boot uk
UGG Sheepskin Cuff
UGG stella tall Boots
UGG Suburb Crochet Tall Boots
UGG Suburb Crochet Tall black
UGG Sunburst Boots
UGG Sunburst tall
UGG Sunburst tall black
UGG Sunburst uk
UGG Sunburst tall sale
UGG Sunburst cheap
UGG Sundance II black
UGG Sundance II chestnut
UGG Sundance 2
ugg sundance limited edition
UGG Tess Suede Boots
UGG Tess boots
ugg suede boots 5230
UGG Ultra Short Boots
UGG Ultra Short Boots uk
UGG Ultra Short 5225
UGG Ultra Short sale
UGG Ultra Tall Boots
UGG Ultra Tall balck
UGG Ultra Tall cheatnut
UGG Ultra Tall review
UGG Ultra Tall uk
UGG Ultra Tall 5245
UGG Upside Boots
UGG Upside 5163
ugg handbags on sale
ugg handbags uk
cheap ugg handbags
ugg handbags sale

November 23, 2010 | Unregistered Commenterlv

Thanks for this post. I'm currently in the early planning stages of a social media strategy for a political campaign "somewhere in Latin America" (sounds mysterious, no?) and have found a similar situation to the one you describe.

With more than a year to go before the election, my candidate is winning comfortably in the polls and the incumbent opposition candidate is suffering through an unprecedented wave of bad press and unpopularity. However, initial studies of Twitter and other social media show that about the same level of negativity directed at both candidates. Weirder still, a third party candidate with absolutely no chance of winning has the most active and dedicated base on Twitter.

I guess the internet provides the ideal forum for groups that would not make much of an impact by sheer numbers alone. In any event, I think this article puts the whole situation in a more understandable context, thanks.

September 29, 2011 | Unregistered CommenterRoberto

Your article is nice, I read your article to learn a lot and hope to see your next article, look forward to your masterpiece, you can also see our watch clothes chopard replica watches information, I hope breitling Aeromarine can give you some convenient.

January 10, 2012 | Unregistered Commenterreplica

PostPost a New Comment

Enter your information below to add a new comment.

My response is on my own website »
Author Email (optional):
Author URL (optional):
Post:
 
Some HTML allowed: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <code> <em> <i> <strike> <strong>