Looking back on the #elxn42 campaign on Twitter

By ‎@ladurantaye‎
Thursday, 15 October 2015

Twitter has been the pulse of the 42nd general election campaign (#elxn42) for candidates, pundits and Canadians.

With 6,000,000+ election-related Tweets sent over the past two-and-a-half months, Canadians have flocked to Twitter to discuss key issues, follow candidate debates and share opinions as the #elxn42 campaign took shape across the nation. By comparison, there were just over 4,000,000 #cdnpoli tweets during the 12 months of 2014.

Here is a snapshot of how the #elxn42 hashtag has been used through the campaign by Canadians on Twitter.

Looking back on the #elxn42 campaign on Twitter

The Leaders

From the top, Justin Trudeau (@justintrudeau) has been the most mentioned party leader on Twitter with 36% share of voice relative to his fellow leaders.

Looking back on the #elxn42 campaign on Twitter

This chart shows percentage of mentions for any Tweet sent during the writ period that mentioned a #cdnpoli leader.

Trudeau also gained the most Twitter followers during the campaign with 94,000+ new additions between August 2 and October 14, 2015. 

Looking back on the #elxn42 campaign on Twitter

The Issues

The #elxn42 campaign has been packed with a wide range of issues of importance to Canadians, from the economy and environment to those of a more global scope, such as the Syrian refugee crisis.

Early in the campaign, issues such as the Mike Duffy trial (the most Tweeted issue in weeks two and three of the writ period) dominated the #elxn42 conversation on Twitter. In recent weeks, the niqab controversy and the Trans-Pacific Partnership (the latter, the most Tweeted issue between Oct 3-10) have fueling many “hot takes” on Twitter.

Here are the top issues most discussed on Twitter during the campaign, based on Tweet volume:

  1. Economy
  2. Immigration and the Syrian refugee crisis
  3. Change
  4. Mike Duffy trial and Senate expense scandals
  5. Oil and pipelines
  6. Infrastructure
  7. #peegate
  8. Taxes
  9. Jobs
  10. Trans-Pacific Partnership

The story changed in Tweets sent that mentioned both a #elxn42 issue and a party leader

Issue-based Tweets Mentioning @pmharper

  1. Economy
  2. Mike Duffy trial and Senate expense scandals
  3. Immigration and the Syrian refugee crisis

Issue-based Tweets Mentioning @justintrudeau

  1. Change
  2. Economy
  3. Infrastructure

Issue-based Tweets Mentioning @thomasmulcair

  1. Change
  2. Oil and pipeline
  3. Economy

Look for Canadians to continue talking #elxn42 Twitter on Election Night and beyond, making Twitter the best place of up-to-the-second #cdnpoli news, opinions and conversation.