On the day of the much-anticipated Union Budget for 2014-15, social media was abuzz with conversation. Germin8 conducted a Social Media Analysis of the whole event on social media This analysis tries to answer the following key questions : How did the audience react to the budget? What did the people discuss about the Finance Minister and the Prime Minister? What were the major themes of discussion around the event? What were the underlying sentiments around these themes? How did these conversations vary among men and women?
Text of Union budget 2014 - A Social Media Analysis
2 Introduction Social Media Analysis Methodology
3 Introduction On the day of the much-anticipated Union Budget for 2014-15, social media was abuzz with conversation. Germin8 conducted a Social Media Analysis of the whole event on social media This analysis tries to answer the following key questions : How did the audience react to the budget? What did the people discuss about the Finance Minister and the Prime Minister? What were the major themes of discussion around the event? What were the underlying sentiments around these themes? How did these conversations vary among men and women?
4 Social Media Summary (1/2) Total Mentions 403,018 71.70% 28.30% Gender Distribution Male Female 41842 132933 0 20000 40000 60000 80000 100000 120000 140000 3-Jul-14 4-Jul-14 5-Jul-14 6-Jul-14 7-Jul-14 8-Jul-14 9-Jul-14 10-Jul-14 Mentions #RailBudget The conversations surrounding the budget slowly gained momentum throughout the week The spike on 8th July represents the Railway Budget As expected, the conversations peaked on the Budget Day Twitter remained the top medium for conversations followed by Facebook and News Top Sources
5 18289 4763 0 2000 4000 6000 8000 10000 12000 14000 16000 18000 20000 Male Female Unique Authors Male Female Top Hashtags trending during the day (10th July) #Budget2014 #ModiBudget #SuperBudget Around 18,289 Unique male authors & 4,763 unique female authors were discussing the union budget on social media The hashtag #Budget2014 was the most popular hashtag used on social media followed by #ModiBudget and #SuperBudget Social Media Summary (2/2)
6 Mentions Across The Budget Day (10th July) 2714 5062 17491 18501 12844 11324 7394 3960 0 2000 4000 6000 8000 10000 12000 14000 16000 18000 20000 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Mentions The buzziest hours of the day were from 11.00 pm to 02.00 pm which coincided with the Finance Ministers speech, thereby confirming the second screen phenomenon News coverage in the evening hours ensured that the conversations stretched across the day
7 Overall Sentiment Analysis 73% 27% Positive Negative Sentiments Positive The industry experts gave the Union Budget a thumbs-up Concerns around allotting too many funds towards building a statue drew a lot of flak
8 Brains behind the Budget Narendra Modi Arun Jaitley Negative Positive 31% 75%69% 25% Widely touted as the #ModiBudget, there were bound to be a lot of conversations around Modi besides the jokes, the overall sentiment surrounding Modi was chiefly positive Arun Jaitley managed to drive positive conversations in his maiden budget speech too 81726 58827 Mentions for Ministers
9 Top Themes Discussed During The Day Income Tax was the most widely discussed theme around the budget on Social Media. Announcements made in Education, FDI and Electronics were other the other major themes of discussion Tobacco
10 Income Tax (1/2) 83.20% 16.80% Sentiments Around Income Tax Positive The increase in exemption limit of the income tax from Rs.2 lakh to Rs.2.5 lakh for all individuals & the exemption limit for senior citizens being increased from Rs.2.5 lakh to Rs.3 lakh was discussed with positive sentiments Expectations of IT exemption limit being increased to Rs 5 Lakh drew the ire of the public 9
11 69.50% 30.50% Gender Distribution Male Female The chief topics of discussion within IT reforms were increase in the tax exemption slab for all individuals The cap being raised to Rs 1.5 Lakh for both 80C and PPF Discussion around IT reforms saw more women participation as compared to other topics Buzz Words Income Tax (2/2) 10
12 Education (1/2) 69.50% 29.50% Sentiments Around Education Positive Negative Education-related reforms received positive sentiments due to the announcement of the Skill India program a scheme to train and skill the youth. The budget received a lot of flak since a lot of people felt that funds allocated for opening new IITs and IIMs could have been utilized better in other areas 11
13 Education (2/2) 68.60% 31.40% Gender Distribution Male Female Within discussions about education, institutions such as IIMs, IITs and AIIMS received mentions owing to the announcement to open 5 new IITs, IIMs and 4 new AIIMS. The Beti Padhao Beti Bachao scheme for women also garnered attention. Buzz Words 12
14 FDI (1/2) 90.40% 9.60% Sentiments Around FDI Positive Negative The raising of the foreign investment cap in the defence and insurance sectors from 26% to 49% was lauded by a lot of the Twitter junta. However, the government received criticism for having opposed FDI when in the opposition but taking a contradictory stance now. 13
15 71.30% 28.70% Gender Distribution Male Female Buzz Words Within discussions about FDI, buzzwords revolved around the defence sector. A large focus was on the impact of FDI on the security of the country and the benefits to the industry. 14 FDI (2/2)
16 Funny Tweets As with all things, the Twitterati did not miss the opportunity to make fun of the union budget, and ensured hearty entertainment throughout the day.
17 Methodology The conversations around the Budget 2014 were tracked using Explic8, Germin8s proprietary Social Listening tool An ontology (knowledge structure) of the event covering all aspects around the union budget was created The conversations were then analysed by the tool to determine the topics and associated sentiments around them Researchers from Germin8 then interpreted the analysis and presented the key findings in the form of this report
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