Scottish independence referendum: Yes campaign wins the social media battle

Joe Hall
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Salmond Selfie: The Yes campaign has caught fire on social media (Source: Getty)
The polls have it too close to call ahead of a historic vote, but the Yes campaign for the Scottish independence referendum has been the undisputed winner in the social media PR battle.
Those belonging to the Yes campaign have been three times as active on social media than the No campaign, according to Talkwalker.
Talkwalker, one of Europe’s biggest provider of social analytics, says that the No campaign has gained momentum in recent weeks, but still lags behind.
75.8 per cent of engagement on social media shows support for Scottish independence, compared to just 23.7 per cent in support of the union. Those who are undecided are more inclined to watch and listen to the debate rather than engage. #Undecided somehow didn't take off.

(Source: Talkwalker)

Social media interest in the referendum has been steadily growing over time, reaching a peak of 400,000 posts or tweets yesterday - however this is likely to have increased today.
Data from analytics firm Brandwatch shows that Glasgow has been the most vocal Scottish city on social media with over 200,000 tweets, while the most talked about concern for voters is the North Sea Oil and Gas Reserves with 15,536 tweets. The economy was not far behind with 11,679 tweets.

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