Justin Trudeau is Named Canada’s Newest Prime Minister in the Polls and on Twitter
Engagement Labs Ranks How Canadian Prime Minister Candidates Performed on Social Media Before and During the Federal Election Date
TORONTO, Ontario – October 20, 2015 – Technology and data company, Engagement Labs, creator of the eValue™ score, today released a ranking of the top performing Canadian Prime Minister candidates on Facebook and Twitter, before and during the October 19, 2015 election when Justin Trudeau was announced as the nation’s 23rd Prime Minister.
Leading up to the election, incumbent Stephen Harper was ranked number one on Facebook, while Liberal leader and victor, Justin Trudeau placed first on Twitter, according to Engagement Labs’ eValue score.
Pre and During Election eValue Rankings for the Prime Minister Candidates on Facebook and Twitter:
Among the five candidates that vied for Prime Minister, Trudeau, Harper and Mulcair had been neck-and-neck throughout the campaign periods, both in the polls and on social media. With the polls shifting in Trudeau’s favour in the week prior to the election, shifts in social media performance showed similar trends.
“Social media played an integral role in the 2015 Canadian Federal Elections. Voters were using their social media channels to share their real-time thoughts and probe candidates on major topics of discussion,” said Bryan Segal, CEO at Engagement Labs. “With an active and engaged audience, candidates took advantage of this opportunity by leveraging their social channels to amplify their message and reach among voters.”
Prior to the election, Harper placed first on Facebook and Trudeau followed behind with the second highest eValue score. Signs of change started to brew in the week leading up to the election where Trudeau experienced the largest follower growth with a nine percent increase. On the day of the election, the rankings did not shift dramatically on Facebook with Trudeau remaining in first place. However, Trudeau gained serious momentum on the channel, with an uptake in his eValue score and a 10% increase in his active user base on election day.
The week leading up to the election, Engagement Labs saw Trudeau leading on Twitter with an eValue score of 87.05. With the most tweets and replies out of all candidates, Trudeau secured the largest follower growth from the prior week, as well as the highest Engagement and Impact subscores. Posting less frequently with only 18 tweets, Harper placed second in the eValue rankings. Green Party leader, Elizabeth May, surpassed Tom Mulcair on Twitter with both the highest active user base and Responsiveness subscore.
Unlike Facebook, Twitter did not see any changes in its rankings during the election. New Prime Minister Trudeau maintained first place with an increase in his eValue score and all subscores which really pointed to his increased momentum.
“As the 2015 election has been touted the ‘social media election,’ candidates who did not leverage these mediums to connect with voters and emphasize their positions on the important issues, saw themselves left behind both online and in the polls,” noted Segal. “With Trudeau named the new Prime Minister of Canada, it indicates that there was positive impact on being very active on social media up until the ballots were counted; the engagement, impact, and sentiment of social media was amplified and brought to life. This power was very much harnessed by Trudeau, and the results followed as we saw in the polls.”
About Engagement Labs
Engagement Labs (TSXV:EL) offers intelligent ‘Total Social’ data, analytics and insights for marketers and organizations enabling them to track, measure and benchmark the conversations happening around their brand or industry both online and offline. These conversations are proven to drive critical business outcomes, including sales, while Engagement Labs’ tools provide data and actionable insight to help guide business decisions and power marketing effectiveness.
Engagement Labs’ eValue™ Analytics tool is the global benchmark for social media scoring. eValue’s proprietary data technology offers real-time analysis to measure a brand’s social media and digital marketing efforts, distilling it down to a single meaningful number between 0 and 100 - an eValue score. Composed of a series of metrics and Key Performance Indicators (KPIs), an eValue score measures social media Engagement, Impact and Responsiveness which is benchmarked against 100,000+ handpicked and verified brands. The Keller Fay Group, an Engagement Labs company, is the only firm to regularly measure offline conversation, which independent research finds is a significant driver of sales with twice the impact of online conversation.
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