OMG! Don t Forget: It s SOCIAL Media A Report Card of Florida s Elected Officials Use of Twitter #socialgrade By Alex Patton of Ozean Media @alex_patton Copyright 2013 Ozean Media. All rights reserved. All trademarks are property of their respective owners.
Contents Florida Elected Officials Social Media Report Card 3 Executive summary 4 Answers to our Initial Questions 6 Recommendations 9 Twitter Accounts by Florida Elected Officials 10 Twitter usage by Florida politicians 11 Partisanship of Twitter users 12 Social media analytic scores 15 Twitter Superstars in Florida 28 Potential areas for further study 31 Methodology 32 Data set 34 About the author 40 #socialgrade page 2 of 42
Florida Elected Officials Social Media Report Card #socialgrade page 3 of 42
Executive summary Conclusions: When it comes to Twitter, Florida s elected officials are making an effort, but falling short of realizing Twitter s full potential as a social media platform. If we grade on a curve, Florida s Republican elected officials are doing far better than Florida s Democrat elected officials. However, overall, we give Florida s Republicans a C and Democrats an F in their use of Twitter. The Bottom line: Florida politicians are forgetting the social in social media. The vast majority of Florida s elected officials appear to be misunderstanding or misusing Twitter by using it as only a broadcast media channel. For Florida s elected officials to truly realize the power of Twitter and social media, they must embrace the social part by talking with people, not only talking to people. Florida s elected officials use of Twitter needs dramatic improvement; hence the hash tag #socialgrade. Genesis of Study: Out of curiosity, we started with these basic questions surrounding the use of Twitter by Florida s elected officials: Are Florida s elected officials using Twitter? Is there a digital divide that separates Republican and Democrat elected officials in Florida? How are Florida s elected officials using Twitter? Which of Florida s elected officials could be considered to be embracing Twitter? Are there recommendations to be made to Florida s elected officials in their use of Twitter? Findings of Study: As a whole, Florida s elected officials are using Twitter in greater percentages than the general public. Florida s elected Republican officials are using social media more than Florida s elected Democrat officials - 57% of Republican elected officials are active users (defined as at least 1 status update in past 7 days) to 34% of Democrat elected officials. Republican elected officials are doing significantly better than Democrat elected officials using Twitter. If not for Florida s Democratic Congressional Delegation -- more specifically @DWStweets who alone accounts for 85% of the number of followers for Democrat elected officials -- Florida s Democrat elected officials would have little social media reach. #socialgrade page 4 of 42
A handful of Florida s elected officials are embracing Twitter. They are: category Twitter name name district party USREP RepDennisRoss Dennis Ross 15 Republican USREP DWStweets D Wasserman Schultz 23 Democrat USREP treyradel Trey Radel 19 Republican STSEN Rob_Bradley Rob Bradley 7 Republican STSEN DwightBullard Dwight Bullard 39 Democrat STREP sethmckeel Seth McKeel 40 Republican STREP repclayingram Clay Ingram 1 Republican STREP JimmyPatronis Jimmy Patronis 6 Republican STREP mattgaetz Matt Gaetz 4 Republican STREP jasonbrodeur Jason Brodeur 28 Republican Florida s elected officials score well on influence, on authority; however, Florida s elected officials score very low on outreach. So far, Twitter is like hanging out in the speakers lounge. Meaningless chatter from smart people. - Alan Stevens netcave.org #socialgrade page 5 of 42
Answers to our Initial Questions Are Florida s elected official using Twitter? A: Yes, elected officials have Twitter accounts in greater proportion when compared to Internet users as a whole. However, approximately half of the State House and State Senate Members who have accounts are not posting regularly. When compared with the population as a whole, Florida s elected officials are far above the percentage of Internet users who use Twitter (16%). However, when the active user standard (a status update in past 7 days) is applied, we find the usage of Twitter drop off rapidly, albeit still above the 16%. Is there a digital divide that separates Republican and Democrat elected officials in Florida? A: Yes, the common perception that Democrats are dominating the social media scene over Republicans is a bust in Florida. Republican elected officials have more accounts and more active accounts when looked at as a percentage of the party s elected officials. Republicans elected officials also score better than Democrats against any noted social media analytics scoring system. However, neither Democrats or Republicans are excelling at using Twitter. How are Florida s elected officials using Twitter? A: Some officials are doing a lot of tweeting, but most are interacting with others little. Essentially, elected officials are using Twitter as a broadcast channel. On the whole, they follow few people, have low outreach scores, and with a few exceptions, rarely interact with other Twitter users - including constituents. Which of Florida s elected officials could be considered to be embracing Twitter? [See above] #socialgrade page 6 of 42
Are there recommendations to be made to Florida s elected officials in the use of Twitter? To begin our comparisons, we ll use @UFlorida, the official Twitter account of the University of Florida, as the gold standard of a Twitter account in Florida: @UFlorida Tweets 7,353 Followers 42,840 Following 118 % of tweets are Replies 31.81% % of tweets are Retweets 35.81% Klout 92 Peer Index 58 Peer Index Activity - Peer Index Audience 70 Peer Index Authority - Kred (i) 873 Kred (o) 7 #socialgrade page 7 of 42
We will also use two additional Twitter profiles as a comparison point: @barackobama Tweets 8,624 Followers 27,464,955 Following 665,537 % of tweets are Replies 0.03% % of tweets are Retweets 22.52% Klout 99 Peer Index 90 Peer Index Activity 91 Peer Index Audience 91 Peer Index Authority -- Kred (i) 1000 Kred (o) 9 @justinbieber Tweets 20,989 Followers 34,781,583 Following 123,584 % of tweets are Replies 11.71% % of tweets are Retweets 51.49% Klout 93 Peer Index 92 Peer Index Activity - Peer Index Audience 94 Peer Index Authority - Kred (i) 1000 Kred (o) 8 #socialgrade page 8 of 42
Recommendations: Remember or Realize: It is SOCIAL media. Stop: treating Twitter as a broadcast channel only. Remember: followers are interested in what you have to say, but followers want to have a conversation, not be talked to all the time. Stop using Twitter like the President: The scale that the President has in using Twitter is unprecedented in politics. Until an account reaches a scale closer to the President, elected officials should not just copy Twitter the President. Start Replying, especially to constituents: The University of Florida has tweeted 7,353 times with 31% of those tweets responses to someone; surely, elected officials can do better. Justin Bieber has tweeted 20,989 times with 11% of those tweets responses to someone; surely, elected officials can do better. To utilize social media tools effectively and properly, you must absolutely generate spontaneous communications in direct response to what others are saying or to what is happening in that moment. Be yourself. Be conversational. Be engaged. - Aliza Sherman Co-owner of social marketing firm Conversify #socialgrade page 9 of 42
Twitter Accounts by Florida Elected Officials Elected Officials with a Twitter Presence Office Elected # of Twitter Accounts % Total # of Twitter followers Total # of tweets USSEN 2 2 100% 330,040 1,605 USREP 29 22* 76% (74% of members) 297,905 33,414 EXEC 5 5 100% 51,091 6,371 STSEN 40 28 70% 22,386 12,619 STREP 120 75 63% 44,960 35,811 TOTAL 196 132 67% 746,745 89,820 *NOTE: DeSantis & Murphy are using two Twitter accounts. As a baseline for comparison, we used the most recent Pew Research Study on social media use. Source: http://pewinternet.org/reports/2013/social-media-users.aspx #socialgrade page 10 of 42
Twitter usage by Florida politicians Elected officials who actively use Twitter We defined an active user as an account that had issued at least one status update in the previous 7 days. Office Total Elected # of ACTIVE Twitter Accounts % USSEN 2 2 100% USREP 29 21* 72% EXEC 5 4 80% STSEN 40 14 35% STREP 120 38 32% TOTAL 196 79 40% *NOTE: DeSantis & Murphy using two Twitter accounts, both included. #socialgrade page 11 of 42
Partisanship of Twitter users Democrat Twitter presence Category Elected Dems Dem Accounts % of elected Active Dem Accounts % of elected Total # of followers Total # of tweets USSEN 1 1 100% 1 100% 27,670 371 USREP 11 9* 82% 9 100% 232,950 7,754 EXEC 0 0 0 0 0 STSEN 14 8 57% 4 29% 4,818 3,678 STREP 44 22 50% 10 23% 8,927 5,742 TOTAL 70 40 57% 24 34% 274,365 17,545 Democrat number of followers - top 10 Twitter Name Follower Count DWStweets 179,433 AlanGrayson 37,976 SenBillNelson 27,670 RepTedDeutch 4,875 RepWilson 3,713 PatrickMurphyFL 2,594 RepCorrineBrown 2,507 JoeGarcia 1,267 oscarjb2 1,193 MarkPafford 1,130 #socialgrade page 12 of 42
Democrat - number of people following - top 10 Twitter Name People following PatrickMurphyFL 1,266 MariaSachs 1,146 RepWilson 952 RepTedDeutch 812 IrvSlosberg 746 RepJoeSaunders 693 RepMichelle 651 MarkPafford 575 RepJoeGibbons 564 oscarjb2 479 Democrat Most prolific tweeters - top 10 Twitter Name Status Count DWStweets 3,053 DwightBullard 1,539 JoeGarcia 1,482 MarkPafford 1,243 RepJoeSaunders 1,060 RepWilson 895 SenChrisSmith 883 RepAlanWilliams 701 oscarjb2 668 kionnemcghee 644 Because in the end, politics is a discussion among many interested parties lawmakers, lobbyists, policy analysts, journalists and ordinary Americans. Being a good politician means being a good conversationalist, not simply scoring a few rhetorical points and then going home. - Lee Hamilton, Director of the Center on Congress, Indiana University Republican Twitter presence Category Elected Reps Rep Accounts % of elected Active Rep Accounts % of elected Total # of Followers Total # of tweets USSEN 1 1 100% 1 100% 302,733 1,234 USREP 18 13* 72% 12 67% 64,955 EXEC 5 5 100% 3 60% 51,091 6,371 STSEN 26 20 77% 10 38% 27,568 8,941 STREP 76 53 70% 28 37% 36,033 TOTAL 126 92 73% 43% 472,380 #socialgrade page 13 of 42
Republican - number of followers - top 10 Twitter Name Follower Count marcorubio 302,733 FLGovScott 34,011 RosLehtinen 14,893 VernBuchanan 12,357 RepGusBilirakis 7,509 adamputnam 6,513 RepDennisRoss 5,548 congbillposey 5,468 JeffAtwater 5,319 AnderCrenshaw 5,266 Republican - number of people following - top 10 Twitter Name People following FLGovScott 13,377 VernBuchanan 10,759 adamputnam 3,526 JimmyPatronis 3,457 JeffAtwater 2,967 marcorubio 2,778 mattgaetz 1,411 RepDennisRoss 1,406 sethmckeel 1,381 RepGusBilirakis 1,174 Republican most prolific tweeters top 10 Twitter Name Status count RepDennisRoss 9,986 RosLehtinen 6,869 JimmyPatronis 5,697 RepMannyDiazJr 4,633 mattgaetz 2,686 Rob_Bradley 2,295 sethmckeel 2,263 repdanayoung 2,156 JeffAtwater 2,109 RepGusBilirakis 2,028 #socialgrade page 14 of 42
Social media analytic scores Klout scores >=60 (1-100) Klout score / Twitter Democrat Republican 84 2 marcorubio 1 RepWebster 1 82 1 2 FLGovScott 1 RosLehtinen 1 SenBillNelson 1 78 1 2 AnderCrenshaw 1 RepDennisRoss 1 RepWilson 1 76 1 Rep_Southerland 1 71 1 DWStweets 1 67 1 AlanGrayson 1 64 1 JeffAtwater 1 61 1 2 JoeGarcia 1 MarioDB 1 mattgaetz 1 60 1 1 RepDeSantis 1 RepTedDeutch 1 Grand Total 6 11 Percentage of Democrat elected officials in Florida with a Klout score >=60 is 8.6% (6/70) Percentage of Republican elected officials in Florida with a Klout score >=60 is 8.7% (11/126) Only one FL State House member scores >= 60 in Klout (@mattgaetz) No FL State Senate member scores >= 60 in Klout #socialgrade page 15 of 42
Average Klout score by party Average Score-All Excluding no accounts All 28.24 41.71 Democrats 23.071 40.38 Republicans 31.128 42.29 Democrats by Klout top 10 Twitter name Klout score SenBillNelson 82 RepWilson 78 DWStweets 71 AlanGrayson 67 JoeGarcia 61 RepTedDeutch 60 RepCorrineBrown 55 RepLoisFrankel 50 PatrickMurphyFL 50 RepMurphyFL 50 Republicans by Klout top 10 Twitter name Klout score RepWebster 84 marcorubio 84 RosLehtinen 82 FLGovScott 82 RepDennisRoss 78 AnderCrenshaw 78 Rep_Southerland 76 JeffAtwater 64 mattgaetz 61 MarioDB 61 #socialgrade page 16 of 42
Peer Index score >=60 (1-100) Peer Index Score Democrat Republican 85 1 VernBuchanan 70 1 RosLehtinen 61 1 joenegronfl 60 1 adamputnam Grand Total 4 Percentage of Democrat elected officials in Florida with a Peer Index score >=60 is 0% (0/70) Percentage of Republican elected officials in Florida Peer Index score >=60 is 3.2% (11/126) No FL State Senate member scores >= 60 in Peer Index No FL State House member scores >=60 in Peer Index Democrats by Peer Index score - top 10 (only 9 have scores) Row Labels Peer Index Score SenChrisSmith 54 RepTedDeutch 54 RepCorrineBrown 54 DwightBullard 54 oscarjb2 54 JoeGarcia 52 RepMiajones 48 DWStweets 47 MariaSachs 47 RepLoisFrankel 43 #socialgrade page 17 of 42
Republicans by Peer Index score- top 10 Row Labels Peer Index Score VernBuchanan 85 RosLehtinen 70 joenegronfl 61 adamputnam 60 Rep_Southerland 54 congbillposey 54 debbie_mayfield 54 denisegrimsley 54 mattgaetz 54 repdanayoung 54 RepCTrujillo 54 anitere_flores 54 willweatherford 54 fasanomike 54 gregevers 54 JeffreyBrandes 54 Average Peer Index score by party Average Score-All Excluding no accounts All 23.02 34.05 Democrats 18.21 31.88 Republicans 25.76 35 Focus on how to be social, not on how to do social. - Jay Baer Convince & Convert #socialgrade page 18 of 42
Kred Influence score >=700 (1-1000) Kred Influence Score Democrat Republican >=900 DWStweets 1 FLGovScott 1 marcorubio 1 800-899 AlanGrayson 1 RepDennisRoss 1 RosLehtinen 1 SenBillNelson 1 700-799 adamputnam 1 AGPamBondi 1 AnderCrenshaw 1 congbillposey 1 JeffAtwater 1 JimmyPatronis 1 MarioDB 1 mattgaetz 1 PatrickMurphyFL 1 Rep_Southerland 1 RepCorrineBrown 1 repdanayoung 1 RepGusBilirakis 1 RepTedDeutch 1 RepWebster 1 RepWilson 1 VernBuchanan 1 willweatherford 1 Grand Total 7 18 Percentage of Democrat elected officials in Florida with a Kred Influence score >=700 is 10% (7/70) Percentage of Republican elected officials in Florida with a Kred Influence score >=700 is 14.3% (18/126) Only one FL State House member scores >= 700 in Kred Influence (@mattgaetz) No FL State Senate member scores >= 700 in Kred Influence #socialgrade page 19 of 42
Democrats by Kred Influence score- top 10 Twitter user Kred(i) DWStweets 969 AlanGrayson 822 SenBillNelson 818 RepTedDeutch 767 RepWilson 742 RepCorrineBrown 724 PatrickMurphyFL 723 JoeGarcia 695 SenChrisSmith 693 DwightBullard 685 Republicans by Kred Influence score- top 10 Twitter user Kred(i) marcorubio 968 FLGovScott 917 RosLehtinen 869 RepDennisRoss 820 VernBuchanan 764 congbillposey 755 RepGusBilirakis 751 MarioDB 744 Rep_Southerland 744 JeffAtwater 743 Average Kred Influence score by party Average Score-All Excluding no accounts All 376.49 556.17 Democrats 301.03 526.8 Republicans 418.74 568.95 #socialgrade page 20 of 42
Kred Outreach score >=6 (1-12) Kred Outreach Score Democrat Republican 7 2 RepDennisRoss 1 RepMannyDiazJr 1 6 1 7 DWStweets 1 FLGovScott 1 JimmyPatronis 1 mattgaetz 1 repdanayoung 1 RosLehtinen 1 sethmckeel 1 VernBuchanan 1 Grand Total 1 9 Percentage of Democrat elected officials in Florida with a Kred Outreach score >=6 is 1.4% (7/70) Percentage of Republican elected officials in Florida with a Kred Outreach Score >=6 is 7.1% (9/126) Only one FL State House member scores >= 6 in Kred Outreach (@mattgaetz) No FL State Senate member scores >= 6 in Kred Outreach Democrats by Kred Outreach score- top 10 Twitter user Kred (outreach) DWStweets 6 RepWilson 5 DwightBullard 5 MarkPafford 5 RepTedDeutch 4 RepCorrineBrown 4 RepAlanWilliams 4 JoeGarcia 4 RepJoeSaunders 4 kionnemcghee 4 SenChrisSmith 4 MariaSachs 4 oscarjb2 4 #socialgrade page 21 of 42
Republicans by Kred Outreach score- top 10 Twitter user Kred (outreach) RepDennisRoss 7 RepMannyDiazJr 7 FLGovScott 6 repdanayoung 6 RosLehtinen 6 JimmyPatronis 6 sethmckeel 6 VernBuchanan 6 mattgaetz 6 RepDougHolder 5 fasanomike 5 Rob_Bradley 5 JeffAtwater 5 adamputnam 5 lizbethkb 5 RepGusBilirakis 5 MarioDB 5 denisegrimsley 5 CharlieDeanSD5 5 treyradel 5 repclayingram 5 RepCTrujillo 5 Average Kred Outreach score by party Average Score-All Excluding no accounts All 1.84 2.73 Democrats 1.34 2.35 Republicans 2.13 2.89 #socialgrade page 22 of 42
Ratio of followers: people following Ratio of followers: people following all Office # of followers # of people following Ratio EXEC 51,091 20,952 2:1 STREP 44,960 22,875 2:1 STSEN 22,386 6,947 3:1 USREP 297,905 21,539 14:1 USSEN 330,403 2,851 116:1 Grand Total 746,745 75,164 10:1 Democrat - ratio of followers: people following Office # of Followers # of people following Ratio STREP 8927 5774 2:1 STSEN 4818 2025 2:1 USREP 232950 4065 57:1 USSEN 27670 73 379:1 Grand Total 274365 11937 23:1 Republican ratio of followers: people following Office # of Followers # of people following Ratio EXEC 51091 20952 2:1 STREP 36033 17101 2:1 STSEN 17568 4922 4:1 USREP 64955 17474 4:1 USSEN 302733 2778 109:1 Grand Total 472380 63227 7:1 #socialgrade page 23 of 42
Number of replies as a percentage of tweets Number of replies as a percentage of tweets all Number of statuses Average of %_of_replies EXEC 6371 5.4% USSEN 1605 4.8% USREP 33414 4.0% STSEN 12619 3.5% STREP 35811 3.5% Grand Total 89820 3.6% Democrats - number of replies as a percentage of tweets top 10 Twitter user Number of statuses %_of_replies TeamRepWatson 15 53.33% kionnemcghee 644 24.88% DWStweets 3053 14.88% MariaSachs 508 12.45% ClemensFL 65 11.76% SenChrisSmith 883 11.75% DwightBullard 1539 11.1% darrylrouson 184 10.22% RepMichelle 512 8.17% MarkPafford 1243 8.13% #socialgrade page 24 of 42
Republicans - number of replies as a percentage of tweets -top Twitter user Number of statuses %_of_replies RepDennisRoss 9986 41.21% Rob_Bradley 2295 28.25% sethmckeel 2263 28.16% RepJNunez 206 27.27% DanielDavisFl 460 25.16% repclayingram 540 21.63% JimmyPatronis 5697 17.7% CharlesVanZant 6 16.67% JakeRaburn 334 15.27% treyradel 1275 14.15% Average percentage of replies by party Party Average All Average excluding non accounts All 3.6% 5.4% Democrats 3.2% 5.6% Republicans 3.9% 5.3% The common reputation of Twitter is that it s frivolous, which isn t the case. If it s set up right, it s a rich environment of lots of learning and sharing of important material. It s not just what I had for breakfast. - Lee Rainie Director of the Pew Internet & American Life Project #socialgrade page 25 of 42
Number of re-tweets (RT) as a percentage of tweets Number of RT as a percentage of tweets all Number of statuses Average of %_of_rt EXEC 6371 10.6% STREP 35811 7.5% STSEN 12619 9.7% USREP 33414 10.1% USSEN 1605 1.2% Grand Total 89820 8.4% Democrat number of RT as a percentage of tweets top 10 Twitter users Number of statuses Average of %_of_rt DwightBullard 1539 54.05% RepCampbellD108 15 53.33% DwightDudleyFL 149 34.07% RepWilson 895 32.74% RepCorrineBrown 501 26.14% JoseJavierRdrgz 4 25% MarkPafford 1243 20.27% RepTedDeutch 622 17.85% RepLoisFrankel 44 15.91% RepJoeSaunders 1060 14.67% #socialgrade page 26 of 42
Republican number of RT as a percentage of tweets top 10 Twitter user Number of statuses Average of %_of_rt RepMannyDiazJr 4633 73.93 WiltonSimpson 58 52.54 anitere_flores 424 50.12 richardcorcoran 645 48.99 RepDougHolder 525 42.64 CharlieDeanSD5 1600 36.6 sethmckeel 2263 35.28 RepDennisRoss 9986 35.08 RepDeSantis 208 33.95 CharlesVanZant 6 33.33 Average percentage of RT by party Party Average All Average excluding non accounts All 8.4% 12.4% Democrats 6.0% 10.4% Republicans 9.7% 13.3% #socialgrade page 27 of 42
Twitter Superstars in Florida Defined as: Accounts active in past seven days with at least 500 status updates and both RT and Replies are greater than 10%. status count >=500 AND numberofdays_lasttweet <=7 AND % of Replies >= 10% AND % of RT >= 10% Twitter superstars Florida elected officials Twitter user Twitter_url name party RepDennisRoss https://twitter.com/repdennisross Dennis Ross Republican DWStweets https://twitter.com/sethmckeel D Wasserman Schultz Democrat treyradel https://twitter.com/repclayingram Trey Radel Republican Rob_Bradley https://twitter.com/dwstweets Rob Bradley Republican DwightBullard https://twitter.com/jasonbrodeur Dwight Bullard Democrat sethmckeel https://twitter.com/treyradel Seth McKeel Republican repclayingram https://twitter.com/rob_bradley Clay Ingram Republican JimmyPatronis https://twitter.com/dwightbullard Jimmy Patronis Republican mattgaetz https://twitter.com/jimmypatronis Matt Gaetz Republican jasonbrodeur https://twitter.com/mattgaetz Jason Brodeur Republican #socialgrade page 28 of 42
Superstar Twitter counts Twitter user Followers Following Total tweets RepDennisRoss 5548 1406 9986 DWStweets 179433 467 3053 treyradel 1516 229 1275 Rob_Bradley 439 522 2295 DwightBullard 1094 157 1539 sethmckeel 2086 1381 2263 repclayingram 1033 609 540 JimmyPatronis 3247 3457 5697 mattgaetz 2776 1411 2686 jasonbrodeur 1406 772 745 Twitter Superstar average usage Twitter user Days since last tweet (02/20/2013) Tweets per day RepDennisRoss 6 7 DWStweets 2 3 treyradel 1 1 Rob_Bradley 1 2 DwightBullard 1 1 sethmckeel 3 2 repclayingram 2 0 JimmyPatronis 1 4 mattgaetz 2 2 jasonbrodeur 6 0 #socialgrade page 29 of 42
Twitter Superstar Peer Index scores Twitter user pi_score pi_activity pi_audience pi_authority RepDennisRoss 39 14 65 34 DWStweets 47 0 78 0 treyradel 46 73 48 45 Rob_Bradley 32 73 37 31 DwightBullard 54 41 0 0 sethmckeel 11 13 9 5 repclayingram 35 37 33 34 JimmyPatronis 26 27 63 17 mattgaetz 54 0 46 0 jasonbrodeur 48 73 50 48 Twitter Superstar Klout Scores and percentage of replies & RT Twitter user klout kred_i kred_o %_of_replies %_of_rt RepDennisRoss 78 820 7 41.21 35.08 DWStweets 71 969 6 14.88 12.46 treyradel 57 693 5 14.15 21.66 Rob_Bradley 57 603 5 28.25 29.3 DwightBullard 47 685 5 11.1 54.05 sethmckeel 45 647 6 28.16 35.28 repclayingram 46 639 5 21.63 14.79 JimmyPatronis 52 722 6 17.7 11.65 mattgaetz 61 735 6 13.65 24.92 jasonbrodeur 46 619 4 11.1 21.66 #socialgrade page 30 of 42
Potential areas for further study Florida s elected officials composition of followers: number of constituents, number of press, number of lobbyists, number of other Explore if a digital divide exits by age, gender and/or race for Florida s elected officials. Explore if the lack of interaction is limited to Twitter or does this pattern of behavior extend across all social media platforms. Social Media is a powerful communications tool. But it can t be approached with traditional marketing messages and positioning. In the Social Media world chest thumping and me me me marketing is the fastest way to send your audience packing. - Rebel Brown rebelbrown.com #socialgrade page 31 of 42
Methodology Using Twitter s search function and Internet searches, we first compiled a list of each elected official Twitter accounts. The elected officials accounts were categorized by office type. Categories of elected office Category USSEN USREP EXEC STSEN STREP Description United States Senate United States Representative Florida s Executive Branch Florida State Senate Florida State Representative Members were placed in a public Twitter list to allow for analysis. These lists were published on Twitter to allow for potential corrections. Twitter lists for elected office Category USSEN USREP EXEC STSEN STREP Description https://twitter.com/alex_patton/fl-federal-2013 https://twitter.com/alex_patton/fl-federal-2013 https://twitter.com/alex_patton/fl-executive-2013 https://twitter.com/alex_patton/fl-senate-2013 https://twitter.com/alex_patton/fl-house-2013 The Twitter lists were then analyzed using two software products. Hootsuite (hootsuite.com) was used to gather Klout (Klout.com) scores and SocialBro (socialbro.com) was used to gather detailed Twitter account information (follow counts, friend counts, status counts, date of last tweet, average tweets per day, length of Twitter membership, Peer Index (peerindex.com) scores, and Kred Scores (kred.com). Additional data (percentage of replies & %of re-tweets) from http://tweetstats.com. The Twitter lists were also published in an easy to read stream at www.fltweets.com. The Twitter lists were compiled 1/21/2013 2/19/2013. The data & analytic scores were pulled for the analysis on 12/19/2012. Tweetstats were pulled on 2/21/2013. #socialgrade page 32 of 42
Description of Scores Name Description Source Description Channels Scored Klout Kred The Klout Score incorporates more than 400 signals from seven different networks. We process this data on a daily basis to generate updates to your Klout Score. To calculate your Kred, we analyze billions of tweets from the last 1,000 days. We add your Facebook actions when you connect your account. Influence is the ability to inspire action. It is scored on a 1,000 point scale. http://klout.com/#/corp/ klout_score http://kred.com/rules Multiple Multiple Outreach reflects generosity in engaging with others and helping them spread their message. Peer Index Peer Index measures influence by measuring Activity, Audience and Authority. Authority measures how relevant your activity is to the community. http://blog.peerindex.com/ opening-the-temple-door/#. USTM5h235yI multiple Audience measures reach relative to the rest of the population, while activity measures activity compared to the rest of the population. Note on social media scores While the emerging online Social Media Analytics field is far from perfect, and we concede that social media analytics will vary widely between companies due to their methodology, comparing social media scores at least allows for some basis of comparison. The scores will change and may reflect new data at the time of publishing of this analysis. Error reporting Please send any corrections to @alex_patton #socialgrade page 33 of 42
Data set In the name of transparency, the complete dataset is available for download at ozeanmedia.com. United States Senate Category Twitter user Name USSEN marcorubio Marco Rubio USSEN SenBillNelson Bill Nelson United States House of Representatives Category Twitter user Name USREP AlanGrayson Alan Grayson USREP AnderCrenshaw Ander Crenshaw USREP congbillposey Bill Posey USREP DWStweets D Wasserman Schultz USREP JoeGarcia Joe Garcia USREP MarioDB Mario Diaz-Balart USREP PatrickMurphyFL* Patrick Murphy USREP Rep_Southerland Steve Southerland USREP RepCorrineBrown Corrine Brown USREP RepDennisRoss Dennis Ross USREP RepDeSantis* Ron DeSantis USREP RepGusBilirakis GusBilirakis USREP RepLoisFrankel Rep. Lois Frankel USREP RepMurphyFL* Rep. Patrick Murphy USREP RepTedDeutch Rep. Ted Deutch USREP RepWebster Daniel Webster USREP RepWilson Frederica Wilson USREP RonDeSantisFL* Ron DeSantis USREP RosLehtinen Ileana Ros-Lehtinen USREP TedYoho Ted Yoho USREP treyradel Trey Radel Note: Congressmen DeSantis & Murphy have two active Twitter accounts in use. Both were contacted via Twitter asking why they have two Twitter accounts and asked which account they would they would prefer for use in our analysis. No response was received to our inquiry from either party. #socialgrade page 34 of 42
Florida Executive Branch Category Twitter user Name EXEC FLGovScott Rick Scott EXEC adamputnam Adam Putnam EXEC JeffAtwater Jeff Atwater EXEC AGPamBondi Fla. AG Pam Bondi EXEC LtGovCarroll Jennifer Carroll Florida State Senate Category Twitter user Name STSEN AaronPBean Aaron Bean STSEN anitere_flores Anitere Flores STSEN BillGalvano Bill Galvano STSEN BillMontford Bill Montford STSEN CharlieDeanSD5 Charlie Dean STSEN ClemensFL Jeff Clemens STSEN denisegrimsley Denise Grimsley STSEN DonGaetz Don Gaetz STSEN DorothyHukill Dorothy Hukill STSEN DwightBullard Dwight Bullard STSEN gregevers Greg Evers STSEN GwenMargolis Gwen Margolis STSEN Hays2010 Alan Hays STSEN JackLatvala Jack Latvala STSEN JeffreyBrandes Jeff Brandes STSEN joenegronfl Joe Negron STSEN JoynerforSenate Arthenia Joyner STSEN kellistargel Kelli Stargel STSEN lizbethkb Lizbeth Benacquisto STSEN oscarjb2 Oscar Braynon II STSEN Rob_Bradley Rob Bradley STSEN SenatorAltman Senator Thad Altman STSEN SenatorJohnLegg John Legg STSEN SenChrisSmith Senator Chris Smith STSEN SenReneGarcia René García STSEN WiltonSimpson Wilton Simpson STSEN John_Thrasher John Thrasher STSEN MariaSachs Maria Sachs #socialgrade page 35 of 42
Florida State House of Representatives Category Twitter user Name STREP Artiles118 Frank Artiles STREP CaryPigman Cary Pigman STREP CharlesVanZant Charles Van Zant STREP DaneEagle Dane Eagle STREP DanielDavisFl Daniel Davis STREP darrylrouson Darryl Rouson STREP DavidMKerner Rep. Dave Kerner STREP debbie_mayfield Debbie Mayfield STREP dennisbaxley Dennis Baxley STREP DocRenuart Ronald Doc Renuart STREP dougbroxson2010* Doug Broxson STREP DwightDudleyFL Dwight Dudley STREP fasanomike Mike Fasano STREP Gayle_Harrell Gayle Harrell STREP gregsteube Greg Steube STREP HalseyBeshears HalseyBeshears STREP HoodForHouse Dave Hood For House STREP IrvSlosberg Rep. Irv Slosberg STREP JakeRaburn Jake Raburn STREP jasonbrodeur Jason Brodeur STREP JimmieTSmith Jimmie T. Smith STREP JimmyPatronis Jimmy Patronis STREP josefelixdiaz Jose Felix Diaz STREP JoseJavierRdrgz José J. Rodríguez STREP KathleenMPeters Kathleen Peters STREP KCastorDentel Karen Castor Dentel STREP keithperry21 Keith Perry STREP KevinRader Kevin Rader STREP kionnemcghee Kionne L. McGhee STREP lakeray3 Lake Ray III STREP Larry_Ahern Larry Ahern STREP larrymetz Larry Metz STREP LizPorterHD11 Elizabeth Porter STREP loriberman Lori Berman STREP MarkDanishFL Mark Danish STREP MarkPafford Mark Pafford STREP marleneotoole Marlene O Toole STREP mattgaetz Matt Gaetz STREP mbileca Michael Bileca #socialgrade page 36 of 42
STREP Mhudson101 Matt Hudson STREP NeilCombee Neil Combee STREP RepAlanWilliams Alan Williams STREP RepAlbritton Ben Albritton STREP RepBillHager Bill Hager STREP RepCampbellD108 Rep. Daphne Campbell STREP repclayingram Clay Ingram STREP RepCTrujillo Carlos Trujillo STREP repdanayoung Dana Young STREP RepDougBroxson* Rep. Doug Broxson STREP RepDougHolder Doug Holder STREP RepEddyGonzalez Eddy Gonzalez STREP RepFitzenhagen Heather Fitzenhagen STREP RepJanetAdkins Rep. Janet Adkins STREP RepJanetCruz Janet Cruz STREP RepJimBoyd Jim Boyd STREP RepJNunez Jeanette M. Nunez STREP RepJoeGibbons Rep. Joe Gibbons STREP RepJoeSaunders Joe Saunders STREP RepMannyDiazJr Manny Diaz Jr. STREP RepMiajones Mia Jones STREP RepMichelle Rehwinkel Vasilinda STREP RepMoraitis George Moraitis STREP RepPassidomo Kathleen Passidomo STREP RepReed Betty Reed STREP RepRichardStark Richard Stark STREP richardcorcoran Richard Corcoran STREP RitchWorkman Ritch Workman STREP RossSpano Ross Spano STREP sethmckeel Seth McKeel STREP SteveCrisafulli SteveCrisafulli STREP StevePrecourt Steve Precourt STREP TeamRepWatson Barbara Watson STREP Travis_Cummings Travis Cummings STREP TravisJHutson Travis Hutson STREP VotePritchett Sharon Pritchett STREP willweatherford Will Weatherford Note: Representative Broxson has two active Twitter accounts. However, dougbroxson2010 has not been used since 2010 and was excluded from analysis. #socialgrade page 37 of 42
Twitter accounts not found Category Twitter user Name USREP none found Miller, Jeff USREP none found Mica, John USREP none found Nugent, Richard USREP none found Young, W. Bill USREP none found Castor, Kathy USREP none found Rooney, Thomas USREP none found Hastings, Alcee STSEN none found Gibson, Audrey STSEN none found Simmons, David STSEN none found Thompson, Geraldine F. Geri STSEN none found Gardiner, Andy STSEN none found Soto, Darren STSEN none found Richter, Garrett STSEN none found Lee, Tom STSEN none found Abruzzo, Joseph STSEN none found Detert, Nancy C. STSEN none found Ring, Jeremy STSEN none found Sobel, Eleanor STSEN none found Diaz de la Portilla, Miguel STREP none found Ford, Clay STREP none found Coley, Marti STREP none found Fullwood, Reggie STREP none found McBurney, Charles STREP none found Watson, Jr., Clovis STREP none found Stone, Charlie STREP none found Taylor, Dwayne L. STREP none found Santiago, David STREP none found Clelland, Michael Philip Mike STREP none found Nelson, Bryan STREP none found Schenck, Robert C. Rob STREP none found Wood, John STREP none found La Rosa, Mike STREP none found Rangel, Ricardo STREP none found Bracy, Randolph STREP none found Antone, Bruce STREP none found Stewart, Linda STREP none found Torres, Jr., Victor Manuel Vic STREP none found Goodson, Tom STREP none found Tobia, John #socialgrade page 38 of 42
STREP none found Raulerson, Daniel D. Dan STREP none found Grant, James W. J.W. STREP none found Zimmermann, Carl F. Z STREP none found Hooper, Ed STREP none found Pilon, Ray STREP none found Roberson, Kenneth L. Ken STREP none found Rodrigues, Ray Wesley STREP none found Caldwell, Matthew H. Matt STREP none found Magar, MaryLynn ML STREP none found Lee, Jr., Larry STREP none found Rooney, Jr., Patrick STREP none found Powell, Bobby STREP none found Clarke-Reed, Gwyndolen Gwyn STREP none found Thurston, Jr., Perry E. STREP none found Rogers, Hazelle P. Hazel STREP none found Waldman, James W. Jim STREP none found Moskowitz, Jared Evan STREP none found Edwards, Kait STREP none found Schwartz, Elaine J. STREP none found Jones, Shevrin D. Shev STREP none found Stafford, Cynthia A. STREP none found Oliva, Jose R. STREP none found Richardson, David STREP none found Fresen, Erik STREP none found Raschein, Holly Merrill #socialgrade page 39 of 42
About the author Author s social media presence In the name of transparency, the author s social media scores are listed. Author s social media analytic scores (2/20/2013) Name Score Klout 57 Kred 671 / 5 Peer Index 42 total Authority 20 Audience 55 Activity 33 Author s social media components (2/20/2013) Twitter (@alex_patton) Followers Count 5,067 Friends Count 1,008 Ratio 5:1 Status Updates 3,340 Joined April 2009 Facebook(facebook.com/jalex.patton) Friends Count 800 Joined April 2009 Facebook (facebook.com/ozeanmedia) Likes 38 LinkedIn (linkedin.com/in/jalexpatton) Connections 500+ Google Plus Personal Work https://plus.google.com/u/1/110394044411236372588/ https://plus.google.com/u/0/104731512459540021896/ #socialgrade page 40 of 42
Author s bio Alex Patton is a entrepreneur, Republican political consultant, and political pollster living in Gainesville, FL Alex s interest in politics began in High School. Alex had a very unique high school education. The son of a career military man, Alex attended high school in Heidelberg, Germany. He was surrounded by geo-political events that peaked his interest in the political process. He is a former Board of Regent Officer for the International Student Leadership Institute (ISLI) and former student body president of his high school. Alex attended the University of Florida, graduating with a degree in political science. It was during college that the political bug fully captured Alex. He held many on-campus leadership positions. During his college years, he took a year off from the University to work as the finance director & fundraiser for a United States Congressional Campaign in Florida. After the campaign s completion, Alex returned to the University of Florida to be elected Student Body President. He is a member of Florida Blue Key. Currently, Alex is the owner of the Ozean and a partner in a political polling firm, War Room Logistics, LLC. Alex has consulted on every level of political campaign, except for a presidential election, including some brief international political experiences. He is experienced in all facets of political campaigning, but specializes in political communication, political media, utilizing media and technology. Alex is married, has two children, dabbles in photography, reads primarily non-fiction, trains for triathlons, and enjoys fly fishing to get away from it all. He is known for his candid communication, fierce loyalty and competitive spirit. #socialgrade page 41 of 42
by Alex Patton Ozean Media ozeanmedia.com 14520 Main Street Ground Floor Alachua, FL 32615 (+1) 352-376-0505 ozean media