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Greece Referendum: Social Momentum with the "No" Campaign

Greece Referendum: Social Momentum with the "No" Campaign

Using Talkwalker social media analytics, we've analyzed hashtags and social activity around the the Greek referendum with a specific focus on hashtag campaigns on social media. The main "no" hashtags and "yes" hashtags were grouped together and analysed over the last 7 days.

Here is a look at our findings.

#Oxi and #YesEurope: Tracking Campaign Hashtag Usage

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(Day by day totals of hashtag usage for "yes" and "no" campaigns)

Going by hashtag usage for each campaign, in Greece and abroad, the ‘No’ campaign in Greece’s referendum is generating far greater buzz than the ‘Yes’ campaign.

With the government and Syriza party pressing hard, the ‘No’ campaign took an early lead over the ‘Yes’ campaign, but the shock of capital controls on 30 June gave the ‘Yes’ vote a boost. Since then however, the ‘No’ campaign has found new voice.

In Greece, over the last week, the biggest hashtags supporting the ‘No’ campaign have achieved a 57% share of voice, compared with 43% for the ‘Yes’ campaign. ‘No’ was discussed 52.000 times compared to around 39,000 times for ‘Yes’. Worldwide there were 140,300 discussions for the ‘No’ hashtags compared with 55.500 conversations for the ‘Yes’ hashtags.

Social Media Usage of Tsipras and Varoufakis

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Tsipras’ and Varoufakis’ use of social media seem to lead the debate, generating more conversation and buzz than Junckers and Lagarde. Varoufakis’ tweet that “democracy deserves a boost in Euro related matters, we just delivered it, let the people decide, funny how radical this concept sounds” was retweeted over 10,500 times, ‘favourited’ over 6,800 times. Tspiras’ tweet coinciding with his speech in which he says “the dignity of the Greek people in the face of blackmail and injustice sends a message of hope and pride to all of Europe” was re tweeted over 4,800 times, ‘favourited’ over 3,200 times.

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Juncker’s tweet on the same day updating the Greek people in a spirit of transparency has received over 2,240 retweets, ‘favourited’ 1,390 times.

Alexis Tsipras is eight times more active socially than Jean Claude Juncker. He also generates three times more social engagement than Mr Juncker. Christine LaGarde has not tweeted about Greece at all and tweets infrequently compared to Tsipras, Juncker and Varoufakis.

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(Twitter owner activity for key politicians involved in Greek negotiations)

Tsipras' social performance in particular appears to be giving a big boost to the "No" campaign with his 37 tweets using "No" hashtags resulting in close to 18,000 retweets.

Image Credit: Trine Juel from Flickr, Resized to 1024 x 582