Social Listening Shows COVID-19 Dividing Online Conversations

Read the very latest update as we follow the social dynamics and conversations on the coronavirus outbreak.

The author(s)

  • Menaka Gopinath President, Ipsos SMX and SIA, NA
  • Laila Idtaleb Global Head of Activation, Ipsos SIA
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In our uncertain world, especially during the turbulent coronavirus outbreak, data and insights matter. That is why Synthesio, an Ipsos company, is publishing regular updates to follow the social dynamics and conversations on the coronavirus outbreak. Unsurprisingly, social conversations on coronavirus are exploding and shifting from news-driven discussions to more emotionally charged and opinion-driven online interactions. Online conversations are becoming much more political, questioning, challenging, or supporting authorities’ measures and debating personal actions to be taken. Posts are also practical as the virus has a massive impact on day to day lives.

With more than 36 Million original social posts in the past seven days and about 5.4 Million on March 16th alone, coronavirus’ online presence is massive. In the past few weeks, the United States has risen to the top of online conversations, with more organic mentions about coronavirus than China, Italy, Spain, and the United Kingdom combined.

Whereas the economy represented the sharpest growing topic in the prior period (February 23rd-March 4th) and ranked as the 2nd most talked-about topic on social media (1M original mentions last week), now discussions about authorities, political responses, and safety measures stand at the same level (900K original mentions last week). Interestingly, conversations about politics and authorities’ actions come mostly from social networks (about ⅔ of the conversation) or forums and blogs (28%). This shift to social platforms means that people are interacting extensively with authorities’ decision announcements and commenting on politicians’ posts.

The volume of organic mentions about authorities and politics are closely following politicians’ communication and announcements about public measures and restrictions.

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The author(s)

  • Menaka Gopinath President, Ipsos SMX and SIA, NA
  • Laila Idtaleb Global Head of Activation, Ipsos SIA

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