In what could change the perception about the kind of conversations being generated by the Union Budget, global analytical company CRISIL has dissected social media activity on July 10, the day the proposals were presented. The study shows that individuals and influencers had different priorities from the Budget.
CRISIL‟s portraiture analytics revealed that Individuals were the single-largest category active on social media cornering 75% of the profile population and 63% of mentions. Influencers, with a large following, accounting for close to 14% of the total mentions on various platforms. Media channels, journalists & media houses accounted for 12% of the total mentions.
“Our sample of 36,000 profiles showed up 814 politicians and activists, reflecting a good engagement by this segment. Economy experts, though relatively few in number, had amongst the most to say – averaging 10 mentions per profile. 14% of the mentions were from outside India.” said Roopa Kudva, Managing Director & CEO, CRISIL Ltd.
Interestingly, investors and businesses made up less than a percentage of the total mentions.
CRISIL said “individuals” were most concerned about education, reflecting that a lot of them were young individuals concerned about their future. Influencers, on the other hand, focussed on tax and defence the most. Politicians and activists meanwhile has something to say on everything. Media focussed on taxation, followed by housing, banking, defence and education.
“Tax was the prime topic in Karnataka and Maharashtra, while it wasn’t even in the top five mentions of people from the National Capital Region. In NCR, the centre of attention was FDI and defence, reflecting the influence of proximity to the corridors of power. The East had the least mentions at just 8 per cent,” Kudva said.
The most positive sentiments related to “#Hike in tax exemption” and “#FDI in defence and insurance”, while “#Sardar Patel statue” and “#No change in tax rate”.
The study found that Twitter was the most preferred social platform by a wide margin, with nearly 87% of the people using it to talk about the Budget followed by Facebook with 7% and news channels with 3.5%.
In all, CRISIL analysed 36,000 social media profiles and 1,75,000 relevant comments or “mentions‟ on Twitter, Facebook, blogs and the web for 24 hours – 12 hours before the Union Budget and 12 hours after.
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