Hanover and Onalytica were interested to analyse the interactions between influencers and online media when it came to the health policy debate.

The A&E “crisis” at the start of January 2015 appeared to offer the perfect case study to look at how the debate was driven online, how it was shaped by (and how it influenced) traditional media, and who the most important influencers were, as well as identifying the connections that existed between different influencers.

For example, online debate began to spike by 6th January, which was before the national newspaper front pages led with A&E stories on 7th January. However, whilst national newspaper front pages on 8th January led with the Charlie Hebdo Paris shootings of the previous day, online activity around A&E stories (although falling) continued at pre-spike levels for sometime, and continued to be driven by the online presence of traditional print and broadcast media outlets. Moreover and politically-speaking, much of the online debate was led from the Left, as can be seen by looking at the most vocal influencers.

We’ve included a network map below which allows anybody to better understand and analyse the importance of key influencer in the A&E crisis online debate. Click on the map to view a vector file and see all the detail of the online debate.

AE-Crisis-Top-100-Influencers

Who is influential?

Onalytica and Hanover then analysed the debate amongst the top 1350 UK influencers to look at whether the market trend was consistent with key opinion formers.

These 1350 influencers consisted of the top 500 UK influencers driving most engagement on Twitter in the A&E “crisis” debate on 1-10th January 2015 and known key opinion leaders in healthcare.

These influencers have a disproportionate impact on the healthcare sector as they are far more influential than the average consumer. Analysis on this sample represents real signal as to where the debate is moving and the resulting trends and potential implications.

These influencers & stakeholders were then segmented into Bloggers, Campaign Groups, General Public, Government & Political, Health Media, National Media, NHS Org/Professionals, Org/Industry Bodies and Regional Media to assess the relative impact of each of the groups upon the main issues. You can find the top 50 influencers just below:

 Rank  Twitter Handle  Name  PageRank (Normalised)
1 @BBCBreaking BBC Breaking News 100
2 @LabourEoin Dr Éoin Clarke 41.1
3 @DailyMirror Daily Mirror 37.77
4 @Ed_Miliband Ed Miliband 27.44
5 @BBCNews BBC News (UK) 22.65
6 @angelaeagle Angela Eagle 21.15
7 @SkyNews Sky News 20.31
8 @guardiannews Guardian news 19.19
9 @guardian The Guardian 18.23
10 @andyburnhammp Andy Burnham 17.91
11 @MirrorPolitics Mirror Politics 14.62
12 @marcuschown Marcus Chown 13.84
13 @ASPHFT Ashford & St Peter’s 13.56
14 @labourpress Labour Press Team 13.53
15 @rcolvile Robert Colvile 13.28
16 @theRCN The RCN 13.03
17 @Telegraph The Telegraph 12.97
18 @BBCWorldatOne The World at One 12.42
19 @GwynneMP Andrew Gwynne MP 11.37
20 @KailashChandOBE Dr Kailash Chand OBE 11.33
21 @politicshome PoliticsHome 10.33
22 @BBCr4today BBC Radio 4 Today 9.9
23 @itvnews ITV News 9.5
24 @tobyperkinsmp Toby Perkins MP 9.47
25 @profchrisham Chris Ham 8.59
26 @BBCPolitics BBC Politics 8.13
27 @DavidGilbert43 David Gilbert 8.06
28 @Independent The Independent 7.61
29 @CharlieCooper8 Charlie Cooper 7.53
30 @UKLabour The Labour Party 7.47
31 @DanJohnsonNews Dan Johnson 7.41
32 @dwilliamsHSJ David Williams 7.26
33 @bbc5live BBC Radio 5 live 7.14
34 @LBC LBC 6.96
35 @UsVsTh3m UsVsTh3m 6.56
36 @TheKingsFund The King’s Fund 6.47
37 @BBC_HaveYourSay BBC_HaveYourSay 5.85
38 @ian_beckett Ian Beckett 5.81
39 @LabourHealth Labour’s Health Team 5.65
40 @jappleby123 John Appleby 5.48
41 @paulwaugh Paul Waugh 5.13
42 @stuartpoynor Stuart Poynor 5.09
43 @suttonnick Nick Sutton 4.96
44 @ELCworks Experience Led Care 4.89
45 @BobbyOven Bobby Oven 4.81
46 @NuffieldTrust Nuffield Trust 4.73
47 @BenClover Ben Clover 4.61
48 @mrjnthompson James Thompson 4.51
49 @drmarielouise Marie-Louise Irvine 4.37
50 @NHAparty The NHA Party 4.21

 

Feel free to download the full presentation of the social analysis on the health policy debate between influencers and traditional media.


DOWNLOAD THE FULL REPORT
 

About Hanover

Hanover is an independent consulting firm that specialises in advising brands, businesses and organisations on reputation, communications and public affairs. Hanover’s award winning healthcare team delivers campaigns for clients across policy and regulatory affairs, media and corporate communications, and brand market access.

www.hanovercomms.com or follow Hanover on Twitter

 

About Onalytica

Onalytica provide market-leading Influencer Relationship Management software designed to help you understand the influential digital community around your brand or key topics and run effective influencer engagement programmes.

www.onalytica.com or follow Onalytica on Twitter

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