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3 Evaluation

The evaluation of the strategies described above relies on a dataset that consists of 10,424 tweets and retweets. The messages were extracted through the Twitter Streaming API that returned the public messages during 22-30 May 2014 which match the term OccupyEP2014, selected as the official hashtag of the campaign. The dataset is composed of 2,945 original tweets (28%) and 7,479 retweets (72%) to the original tweets. 4,044 users were involved in the campaign tweeting or retweeting at least one message. Table 1 shows the number of messages per day revealing that most of them (84%) were produced the launch day.

Table 1. Number of messages per day

Date (May 2014)

22

23

24

25

26

27

28

29

30

#Messages

8 749

826

334

302

110

27

29

34

13

We analyze the scope of the campaign according to the visibility of the hashtag as trending topic (TT) on Twitter during the launch day. Table 2 shows the length and position of #OccupyEP2014 in the general/politics rankings of longest TTs for different locations. Data regarding TTs have been extracted from the online website Trendinalia[1]. We only focus on Spanish locations because the hashtag did not become TT in any region out of Spain. The hashtag was visible as a TT in Spain for more than 5 hours and was also TT in most of Spanish locations except for Valencia and Bilbao. In Table 2, we differentiate two rankings (general/politics): the first one is the original ranking from Trendinalia (TTs are sorted by length) and the second one is a subset focused just on political topics. For most locations, #OccupyEP2014 was the second longest TT related to politics after #VotandoPodemos, campaign hashtag of the emerging political party PODEMOS. We also note that the highest length of #OccupyEP2014 occurred in the local regions of Madrid and Barcelona. Although these two regions are the largest Spanish cities and presumably the locations with the greatest number of users on Twitter, #OccupyEP2014 had the greatest scope in the cities which held the two offline #DaTactic2 events.

Table 2. Length and position of the hashtag #OccupyEP2014 in the general/politics rankings of the Spanish locations available on Twitter. Data from the cities which hosted #DaTactic2 offline events are bolded. Source: trendinalia.es

Location

Population

General position

Politics position

Length

Spain

46 525 002

13

2

05:25

Madrid

3 255 944

12

2

08:20

Barcelona

1 621 537

16

1

06:05

Valencia

852 208

-

-

-

Seville

703 206

13

2

05:25

Zaragoza

674 317

79

10

00:10

Malaga

568 305

13

2

05:10

Murcia

436 870

26

2

02:20

Palma

401 270

15

2

04:35

Las Palmas

381 847

36

7

01:30

Bilbao

354 860

-

-

-

  • [1] trendinalia.com/twitter-trending-topics/spain/spain-140522.html
 
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