David Schweidel Professor of Marketing


Headshot of David Schweidel 1x1  @dschweidel

Areas of Expertise

  • Social media
  • Political advertising

Overview

David Schweidel, professor of marketing at Goizueta Business School, is an expert in customer relationship management and social media analytics. His research focuses on the development and application of statistical models to understand customer behavior and inform managerial decisions. His work has appeared in leading business journals and garnered numerous awards, and he has been recognized as a leading scholar by the Marketing Science Institute’s Young Scholar and Scholar programs and by Poets and Quant’s “Top 40 Under 40.”

Schweidel is the co-author of Social Media Intelligence (2014), which examines how organizations can leverage social media data to inform their marketing strategies, and author of Profiting from the Data Economy(2015), which looks at the impact of big data on businesses and consumers.



Commentary

Trump and Bloomberg Super Bowl Ads - Post Game Analysis (Feb. 3, 2020)

A preliminary look at how Trump vs. Bloomberg faired on Twitter.

  • The volume of tweets mentioning Trump, his twitter ID @rraldonaldtrump or the hashtag #trump today were 3.27 million tweets. This is down from the average daily volume over the previous week of 4.85 million tweets, a decrease of about 1/3.
  • The volume of tweets mentioning Bloomberg, his twitter ID @mikebloomberg or his campaign’s ID @mike2020 were just shy of 400,000 tweets. This is up from the daily average over the previous week of 132,000 tweets, up about 200%.

So, while social media activity mentioning Trump dwarfs that mentioning Bloomberg, Bloomberg did see a bump that we can likely attribute to the Superbowl ad (and the associated press coverage).

 What about the content of those tweets?

  • Bloomberg related tweets are holding steady at approximately 11-12% positive. He did see a jump in negative tweets today compared to the previous week, from 26% to 40%, which may be in part due to the increased visibility from the Super Bowl ad and more people talking about him. Digging deeper into this, there was an increase in prevalence of posts containing sadness, disgust and anger.
  • In comparison, negative sentiment related to Trump has held steady at around 40%, but he did see a jump in positive sentiment compared to the past week’s average, up to 20% from 14%. Underlying this is an increase in the fraction of posts expressing joy.

The data could be spun different ways. Bloomberg’s campaign will obviously be happy that the issue-related ad boosted the volume of relevant twitter activity by as much as it did. As they try to reach as many people as they can, the increased negative sentiment is probably not as much of a concern at the moment. It will be interesting to see if the campaign can take advantage of the ad and sustain the momentum over the next few days. It’s a bit surprising to see that the President didn’t get a bump in Twitter activity following his two ads, but Trump-related twitter activity already is at a high level, so there may be a ceiling to how high it can go.

Of course, we’re only looking at social media, so any data on website traffic and/or donations coming in would give us a better read on how effective the ads were.


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