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On Sunday, November 21, 2021, the presidential elections will be held in Chile. There are 348 days to go before the election of Sebastián Piñera’s successor, but the candidates are already beginning to move in order to capture preferences. In the absence of the formal beginning of the propaganda period, they have turned to social networks -especially Twitter- to make their difference and capture the vote of the people.
In this digital race, one seems to have made a special difference with her closest competitor: Congresswoman PH Pamela Jiles. The group Demoscopía Electrónica del Espacio Público (DEEP), of the Pontificia Universidad Católica de Valparaíso, with the collaboration of the company Analitic, analyzed more than 9 million mentions of Chilean users on social networks that spoke on this subject in the month of November. In all the “Grandmother” wins, popularly known like that in the RRSS.
“In Chile, millions of people give their opinions daily, freely and continuously expressing preferences, likes, dislikes, opinions, etc., which makes the so-called ‘social listening’ (social listening) provide valid information to analyze public discussion, to better understand public opinion, to detect trends and, on occasions, even to carry out predictive exercises, “says the latest report.
DEEP had previously compared the mayor of Recoleta Daniel Jadue with another candidate for the presidential seat, the mayor of Las Condes, Joaquín Lavín, detecting that although the latter is much more active in relation to the number of times he posts and the volume of messages it generates, Jadue is, however, by far, the one who generates the greatest interactions in the RRSS. This situation, however, is reversed if Jadue is compared to Jiles.
The community of “nietitos”
The grace of Jiles, as detailed by DEEP, is that he has managed to form a community, the kind that brands are asked to promote social networks. That is, “La Abuela” posts or tweets, and immediately those messages are already seen and commented on by her followers, the so-called “grandchildren.”
This phenomenon is known as “People Talking About” (PTA). It is an indicator used to observe the “engagement” (level of link) of users who follow an account. It is perhaps the most important indicator, in terms of the “community” of users that can be created through a social network. It is calculated by mixing several variables, such as the total of new amateurs, pleasures Y Share of content, mentions or labels, and comments on the wall.
November, the month marked by the project for the second withdrawal of 10% of the AFPs -initiative promoted by Jiles-, leaves a clear winner, according to the graph above.
The qualitative difference between the two that can be seen is that it generates a virtual community that grows and reacts according to certain very specific issues, vital for people, such as the issues of system corruption, pensions and retirement income. %. In this sense, it is seen that Jiles in all the social networks that he uses stands as a voice and a representative of those who feel they are victims of the system and its abuses. It is from there that an interaction is generated that builds a “discussion complicity” and a “communicational connection” that is different from the one that Mayor Jadue virtually builds with users, which is more political than emotional.
“Pamela Jiles has been working on her visibility in networks for years, and before that on television, although, without a doubt, the political-legislative and citizen discussion around the first and second withdrawal of 10% has accentuated her presence in networks “, assured the director of DEEP, Pedro Santander, to The counter.
Does this popularity of Jiles have a ceiling? “All popularity has a ceiling, undoubtedly, also Jiles’. No one can know in advance what that ceiling will be, what we can say is that Jiles, at this moment, continues to grow in the networks and nothing has managed to reduce that curve growth, “Santander said. Not even his vote against the censorship of the Lower House Committee. “Communities tend to be very ‘loyal’ to those they follow, even more so a community that, like Jiles’, shows such high ‘engagement’, as we pointed out in the report and we back it up with the interaction data on Facebook , Instagram and Twitter. Therefore, it would be very unlikely that a controversy, whatever it may be, generates an effect of abandonment or unhooking of its followers. There will be no punishment, whatever happens, “he explained.
“Pamela Jiles builds an image of non-traditional politics. On the other hand, Jadue is more traditional. Jadue speaks as a leftist and PC militant to a more politicized and more militant digital community, perhaps that explains that Jadue only surpasses Jiles on Twitter, that it is precisely a more politicized social network than all the others, “he added.
“For her part, Jiles speaks independently to a community of ‘grandsons and granddaughters’, not militants. The latter is important to break echo chambers. If a community is made up of many just like you (for example, the majority of left), then the algorithms automatically build an echo chamber. However, if there is a lot of diversity among your followers, the same does not happen in the algorithmic activity. And that diversity of followers is reflected in the interaction numbers of the ‘Grandmother ‘For example, in the case of Instagram, we see that in just one month, just 89 of his comments generate more than 1.3 million interactions, “Santander said.
On Facebook it sweeps
If you compare the two on Facebook, with data collected up to November 30, for example, Jiles runs practically alone.
First, he has more followers: 361,751 vs. Jadue’s 141,428 (currently, it’s 369,075 vs. 141,505). Second, Jiles is more active than Jadue on the social network, since she made 103 posts in November, versus Jadue’s 49.
And, last but not least, one person may post more than the other, but the latter may have more interaction. This is what happened with Jadue vs. Lavín, but in Jadue vs. Jiles, the difference is enormous in favor of the latter. In its 103 posts in November, 1,305,714 interactions were generated. That means that, on average, each post from “La Abuela” generated 12,600 reactions from users. It is noteworthy that of the hundreds of thousands of reactions that Jiles generates on Facebook, 674 thousand are “likes”, that is, it not only generates a lot of interaction but also, and above all, one that is positive.
On the other hand, Jadue has, in the same period, a total interaction of 3,247, which is four times less.
On Twitter there is no clear winner
On Twitter, the Jadue versus Jiles is not so clear. On the one hand, the mayor of Recoleta has more followers than deputy Jiles, with 529,241 vs. 490,150 (today is 529,866 vs 491,060). But on the other hand, Jiles is much more active on the bird’s social network, with 391 posts in November, versus Jadue’s 88.
What does “La Abuela” stand out for is, like Facebook, in the large amount of interaction. This was demonstrated on November 10 and 11, when the second withdrawal of the 10% that she promoted was sent to the Senate with great approval in the Chamber of Deputies and Deputies. Between retweets Y pleasures, reached 62,284 of interaction, versus 1,649 for Jadue.
In fact, in the month of measurement, Jadue only surpassed Jiles in 4 days. His biggest wins were on November 23 and 27, with 17,593 and 14,774 respectively (Jiles in those days had 14,481 and 6,577). These days, especially the first, coincide with the participation of Jadue in the program “A esta hora se improvisa”, of Channel 13.
The TikTok of “La Abuela”
Leaving Instagram aside, the new popular network, especially for young people, is TikTok, the platform where you can upload short videos. Here the only one present is Jiles, who has aimed to create a community of young people, by referring to popular icons, such as the anime series – Japanese anime genre – “Naruto”. In fact, she defines herself as “Hokage”, who in the animated series represents a leader – like a mayor in her case – of a town.
He aims to reach that audience, therefore, his presence on TikTok was understandable. The opposite case is that of Jadue, who does not even have an account. And hardly any other possible candidate is present here, except for the leader of the Republican Party, José Antonio Kast, but he doesn’t use it much.
On the other hand, the deputy has almost 81 thousand followers and is very active in this social network, especially in the framework of the discussion on the 10%.
Instagram belongs to “Grandma”
On Instagram, one of the most popular social networks today, the difference between Jiles and Jadue is impressive. Jadue’s account – @ danieljaduejadue-, which has 190,660 followers, is not close to the 523,469 of @pamelajilesdiputada.
In the 89 posts in the month, Jiles has 1,277,935 “likes”, 70,305 comments and 1,348,240 interactions, versus 72,272 “likes”, 2,607 comments and 74,879 interactions for Jadue. “It’s overwhelming, really,” says Pedro Santander, director of DEEP.
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