How Social Media Played on Super Tuesday

William Powers of Bluefin Labs analyzes the candidates presence on social sites.
2:15 | 03/06/12

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Transcript for How Social Media Played on Super Tuesday
Let's check in now with with Bill Powers into who joins us here. He's from bluefin media with humans listen lab some sorry -- to the lab coat so threw me off analysts noted there -- and we -- -- from a previous life. Both worked -- National Journal and you covered. The media and your -- so tell us all of that you guys analyze. Social media right and what can you tell us based on what -- we -- seeing tonight in the social media atmosphere. What does it say about Super Tuesday what does it say about Republican -- and. Well it was an interesting night it wasn't -- Super Bowl -- -- a Beyonce night in terms. Social media numbers you know -- numbers were in the were approaching 400000. Total. Comments about specifically Super Tuesday the candidates voting things that we could really identified as being about this event. Here not to doesn't that I -- beyond cynical but but but to that -- -- -- -- Iowa Caucuses -- to other. Big election -- that we -- it's in the range. Of some of the debates the more popular candidates. It's -- it's a little tricky comparing these events because when it's an event like -- one debate on TV like on ABC news which we did analytics for. In January your debate and then we actually -- some of the data on. A -- show. That's really focused and you can tell exactly who's talking about that event -- this one's more diffuse. -- you have to pull out the people who are. May be talking about Obama but not talking about the campaign and so it's it's it's -- is why we're here is to sort of make sense of this you know let's face it this is the frontier of democracy. Social media and so we're trying to see the pattern so it was you know wasn't like a record breaker but there were a lot of -- -- things that happened -- and social media actually. Well 11 statistic -- that stood out I think for all of us who are addicted to Twitter. Sled sat a pew study that that showed and it came out recently that showed that to 2% of Americans getting their political news from Twitter so. Knowing that what -- do we learned from watching the Twitter stream in -- analyzing. The Twitter stream. Right yes I actually stuck commented in the media little bit about that report because I have a somewhat contrary view to that as you might. Expect yes you know. Twitter is personal -- at the beginning of its life is. You know the place where people are gonna go and comment on our politics I think it's had a very very steep. Our program obviously there's a hundred million active users on Twitter and a lot of -- politics as one of the big topics so it's only just begun. What that report missed I think from Q is that what people are doing. Is they are not necessarily. Going to Twitter for their news but they're using Twitter to talk back to the events as they're -- this is bluefin specialty of social TV as it's called. People talking back to their TVs debates events like this -- ABC's covering it people start tweeting. And that's where all the action is and I think that's with a futures it's actually more participatory. Then just tweeting randomly you know I'm having a thought now about Romney. I'm reacting to this -- I'm seeing on ABC news and when you can add that context you really get meaning Twitter. And so I think there's really much more of -- future there than Q picked up in that study and we are all about analyzing it. We've talked about. The sort of activity all around tonight but what interesting. Pieces sort of spiked in in social media outlet. A couple of things things David so personal interestingly for the first part of the day when there were no results. People were tweeting saying happy Super Tuesday was actually. Trending above any of the candidates through it just had this thing -- -- -- retirement tens of thousands of people that -- Super Tuesday as -- coalition. I think we have a greeting card. External -- -- our next Andy card. And then tens of thousands of people actually -- thing I'm going out to vote today. They were actually announcing on Twitter were to sort of interest. Another thing to Begin to happen as the -- started to -- in -- in social media and Twitter particular Ron Paul is typically. Really coming in higher than most people -- sort of staying higher. That was not the case today in Super Tuesday. If you look at the results the totals of those 400000 tweets that goes basically in the order that we sort of have -- people now Mitt Romney and Santorum sort of neck and neck at the top. And then Gingrich and then interestingly Ron Paul that is not -- usual result. So that was -- the other fascinating thing -- the -- there were big spikes whenever a candidate either was given the state. As the presumed winner or when they gave -- big speech and when Gingrich spoke. There was an enormous -- biggest of the night up to them moments and part of it was -- -- -- Being big reaction to -- to her hair frankly about the commentary about her here. And then we thought that would be the biggest of the night but then Rick Santorum lose them all away with his speech despite double when all goes by accident but interestingly it was the first -- That was noticeably overwhelmingly negative. -- commentary on Santorum stood out as negative more than any of the other camp. Send them as any polarizing figure escalated -- Start playing out as as pretty significant there it was Aniston. Continues stated. And seems like -- more more viable challenger -- -- it is -- He is -- very you're seeing is favorable polarization. Numbers keep keep them is that things that the potential but. And you know that's one of the illuminating things about Twitter is that I like to think of it as sort of one of those blood pressure cuffs that they put on your arm. We're it's really picking up the pulse of the public and a whole new way and it's actually picking -- parts of the population demographics that polls are reaching as much. So it's filling in these gaps of our old schools and sort of completing the picture. And I think that 2% study is eventually going to be and local means Blake DeWitt says that. More Democrats -- -- -- Republicans know we don't have my best putter about that we don't have clear numbers on that we have male female breakdown it's a little bit more male we have these breakdowns it tends to be people 44 and under overwhelmingly actually more than a majority. But political breakdown I have not seen -- clear clear data on that we don't have that and I don't think Twitter has has revealed anything on the. -- Twitter is one of those the rare. Tech and technologies. Where people who -- in the Middle Ages so anywhere from 35 to 45 -- Are going to use it are adapted to it much more quickly than younger people -- my wrong because -- feeling for the -- here's why I talked to 20/20 somethings especially those who. Let's -- work in the news this price and we talk about are you on Twitter you and twittering or town now I don't have much to say I don't know while would be -- it does sometimes I lurk. But I don't really get into it as opposed to people like us to say it's invaluable. What we do yes I do it as a professional things criteria so and keep. Curious if you this development -- -- also what you're talking about if you look collected teenagers even I have a fourteen year old -- most of them nodded to Twitter and how much interest in that -- -- it -- a grown up thing worrying thing into the I think there's a certain temperament that gets into Twitter in his twenties more -- -- more of a kind of a soapbox person you know likes to tell the world what they're thinking. And then as you get into the thirty's and forty's people are waking up to the professional possibilities of -- some people are told to wake up -- -- by the employer and start using it. So all of that is happening I think that again the world is just waking up to Twitter even lose a hundred million active users I think the growth is gonna continue to. Really be Steve BII love Twitter and I think it has just got all these unexplored possibilities that mean. Many of the features on Twitter that people are considered to be part of -- who were invented by users like aspects. That grew up organically within Twitter and here's another fact 40% of people on Twitter are only listening. Like I totally not tweeting so think about all -- start 40%. So if they start tweeting the conversations. Yes all of the -- -- earlier perspective -- nicely I think they're silent. -- -- -- -- The Paris thank you thank you -- coming and joining us thank you very curious to see what bluefin has to show us when this night is over fantastic -- thanks.

This transcript has been automatically generated and may not be 100% accurate.

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