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Tarryn Morley or Hazel Butters, Prompt Communications
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Prompt Communications tracks the online reaction to mayoral candidates across a wide sphere of blogs, podcasts and community-generated online media
London, 29th April 2008 – In the final countdown before this week’s London Mayoral Election, Prompt Communications, a high-tech media agency based in the capital with award winning expertise in monitoring online social media, has been scouring the web to see which of the leading candidates is causing the biggest stir across blogs, podcasts and other opinionated public social networks.
Key findings of the Prompt Social Media Monitor mayoral election research included:
• The overall volume of conversations regarding London’s next mayor has understandably grown considerably week by week, with the candidates representing Labour, Conservatives, Liberal Democrats, Greens and BNP gaining a total of just 451 mentions in major social media channels at the beginning of March, then 2,812 at the start of April and 3,532 by last week.
• In that final full week of media coverage before the election, only Conservative candidate Boris Johnson and incumbent Labour mayor Ken Livingstone could truly claim to be the ‘talk of the town’, easily outstripping Liberal Democrat hopeful Brian Paddick and contenders from the Green Party and BNP. Johnson garnered 1,301 mentions in major social media channels in the week ending 22nd April, Livingstone 1,021 and Paddick just 272.
• Is all publicity good publicity in social media circles? A selection of the most recent posts chosen at random for each leading candidate highlighted some dramatic contrasts between the positive/negative split of tone across the parties:
- Boris Johnson received 49% negative posts, 38% neutral and just 13% positive.
- Ken Livingstone received a high of 53% negative posts, 29% neutral and 18% positive.
- Brian Paddick received a low of just 23% negative posts, 46% neutral and 31% positive.
Zachariah Hofer-Shall, social media consultant at Prompt explained: “Any individual vying for popularity and votes in the public eye would be crazy to ignore online channels. The mainstream dialogue and undercurrent of comments voiced across social networks, including popular brands such as Facebook, MySpace and Blogger, is a key influence on savvy decision makers looking to differentiate between candidates in the mayoral race.”
Hazel Butters, managing director for Prompt Communications said: “It will be interesting to see the extent to which online communities reflect broader opinion. Ken Livingstone has been outspoken in declaiming the digital divide and a lack of central government support for ecommerce, while Brian Paddick’s pledge for free Wi-Fi access across the capital could be boosting his popularity with the online community.”
The Prompt Social Media Monitor is a service that helps media professionals keep track of conversations about public figures, brands, products and services across a diverse range of online social networks. The service tracks discussions in blogs, podcasts, online videos (such as YouTube), photo sharing sites (such as Flickr) and user generated media platforms like Digg, Del.icio.us and Reddit, and then delivers its analysis to brand-guardians and marketers via email or online access.
Prompt social media services remove barriers and complexities for media professionals who are interested in monitoring online channels, but don’t know where to start or have the time and space to find out. Prompt lets businesses focus on their core area of expertise and simply receive social media monitoring as a regular convenient tailored service.
Prompt Social Media Monitor was recently recognised as an industry leading service at the 2007 B2B Marketing Awards, winning ‘Best New Product or Service’.
To download a copy of the Mayor or Minor research paper, go to:
About Prompt Communications
Founded in January 2002, Prompt Communications is a communications agency with European offices in Chiswick, London and US offices in Cambridge, Massachusetts. Prompt Communications offers expertise across all marketing disciplines, teaming its consultants' extensive knowledge of the technology market with experience of pan-European and American media, analyst and marketing campaigns. Using highly targeted marketing, PR, social media and corporate copywriting initiatives, Prompt helps its clients gain the visibility they need to achieve their business objectives, from increasing sales to enhancing reputation with stakeholders. The company has four business divisions: PR; Copywriting & Creative; Marketing Services and Social Media. Prompt's clients include ApacheCon, Aperture Technologies, Concursive, Complinet, Foviance, Openbravo, Oracle Corporation, OS Summit Asia, SEPATON, SNIF Corporation, Stonesoft, Steganos GmbH and Webtide.
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