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Obama vs Clinton- Social Bookmarking Sites and the Internet

March 30, 2008

Obama vs Clinton-
Social Bookmarking Sites & the Web

Technorati, Digg, del.icio.us and Reddit Analysis

We have seen in past articles a lot of emphasis on Google searches and other Internet data, facts and figures. Today, we will come to a conclusion, of sorts, on these items, but first go deeper into the "social bookmarking" category. This sub-section of the Internet accounts for millions of loyal web users.



We will look first at Technorati, Digg, del.icio.us and Reddit with a summary and conclusion at the end. So let's get right into it...

(all data and searches done on March 28th.)

Technorati.com


A popular social bookmarking site that is "tracking 112.8 million blogs and over 250 million pieces of tagged social media" with millions of users has the following number of "tagged" posts, blogs, photos and videos on the candidates;

POSTS About-
68,479 posts tagged Hillary Clinton
47,465 posts tagged Barack Obama

49,797 posts tagged clinton
93,069 posts tagged obama

Totals of POSTS:
118,276 posts tagged with "Hillary Clinton" or "Clinton"
140,534 posts tagged with "Barack Obama" or "Obama"

BLOGS About-
1,049 blogs about Hillary Clinton
831 blogs about Barack Obama

2,762 blogs about clinton
2,470 blogs about obama

Totals of BLOGS:
3,811 blogs about "Hillary Clinton" or "Clinton"
3,301 blogs about "Barack Obama" or "Obama"

GLOBAL search on Technocrati.com-
328,676 results for Hillary Clinton
207,106 results for barack obama

429,588 results for Clinton
551,782 results for Obama

Totals of GLOBAL search:
758,264 GLOBAL search results for 'Hillary Clinton' or 'Clinton'
758,888 GLOBAL search results for 'Barack Obama' or 'Obama'

This is surprising, as I figured with just a search on "Clinton" would eclipse Obama, weighing in the fact of former president Clinton- but I guess that was indeed eight years ago, when the Internet was in it's infancy. Thus, Technocrati is effectively a dead-heat, all tied-up.

Demographics of Technocrati
They offer some vague demographics on their page, which states, "Over half are between the ages 18 and 34" and for instance, "Over half make above $30,000 a year". And my personal favorite is their households purchase "Organic food (50%)". SOURCE:
technorati_audience_demographics.pdf


--- --- --- --- --- --- --- --- ---

Digg.com


A very popular social networking site that depends on it's hundred of thousands of users to submit web articles, stories or sites with a brief overview of the reason they posted it. Or, as Digg says, "Digg is democratizing digital media. As a user, you participate in determining all site content by discovering, selecting, sharing, and discussing the news, videos, and podcasts that appeal to you." Digg.com is loosely among the *top* 25 sites in the United States.

They have a special section called, "Digg The Candidates" and the results may surprise you...
See: http://digg.com/elections/

That is right- Barack Obama wins, well at least on Digg with way more "friends" than Hillary Clinton, who even trails Mike Gravel (Mike who?)! Then again, my personal favorite, Ron Paul, wins on the Republican side, as a side note, eclipsing John McCain. Thus Digg, just like Technocrati says something about a large sampling of the nations population. Now, back to the content...

GLOBAL Search on Digg.com
http://digg.com/search
They do not flat out give you a total of the number of returns from any given search, but by looking at the bottom of the page, you see a "Previous" and "Next" box with numbered boxes in between. Thus thus will be our gauge
[each "box" appears to be twelve hits]...
(note- searched in "title and description", "all stories")


A search for "Hillary Clinton" gets 918 "boxes" returned
A search for "Barack Obama" gets 1,090 "boxes" returned

A search for "Clinton" gets 2,141 "boxes" returned
A search for "Obama" gets 2,486 "boxes" returned

Totals for GLOBAL SEARCH on digg.com
Hillary Clinton has 3,059 "boxes" x 12 = 36,708 Apprx. hits
Barack Obama has 3,576 "boxes" x 12 = 42,912 Apprx. hits

These results are interesting, perhaps. For it shows us that Barack has way more friends- winds that hands down, which says the most. Yet, the number of articles or content submitted with reference to him, also out-weighs that of Hillary. STill, far from a formula, as of course, in this case, most of these articles on Hillary would appear to be negative or posted in an anti-Clinton fashion.

Demographic note on Digg.com
"Recent published Digg demographics indicate that the Digg community is 94% male and generally twenty or thirty something techies earning $75,000 or more." SOURCE:
http://blogs.zdnet.com/micro-markets/?p=446

Yet, Quantcast.com shows more apparently accurate results of 61% male, 21% aged 18-24, 22% aged 25-34 and so on- actually a good sampling of ages- not just the so-called "younger generation" so often talked about when the web is brought up. SOURCE:
http://www.quantcast.com/digg.com/demographics


--- --- --- --- --- --- --- --- ---

del.icio.us

This popular bookmarking site is a "collection of favorites." Industry experts say that they have the most users- likely around three million+. Thus an important player...

SEARCH HITS for:
Search results for "Hillary Clinton": 3,539
Search results for "Barack Obama": 3,557

Search results for "Clinton": 35,389
Search results for "Obama": 45,385

Totals of SEARCH HITS for:
Search results for "Hillary Clinton" and "Clinton": 38,928
Search results for "Barack Obama" and "Obama": 48,942

Once again, it is a bit surprising, at least it was to me, to see so few returns on _just_ searching for "Clinton." So I would say Obama "wins" del.icio.us as well- on face value at least- more on that at the conclusion. SO we are at 2 to 1 in the bottom of the ninth.

Demographics of del.icio.us
53% male, thus a pretty even split. Their largest age category is a three way tie with each getting 20%: 45-54, 35-44 and 25-34. Once again, far from the 18-24 age group.


--- --- --- --- --- --- --- --- ---

http://Reddit.com

Reddit.com has the most simplest interface, but is none-the-less quite popular. Cond� Nast Publications, owner of Wired is the latest owner of Reddit.com. As they say, "We want to democratize the traditional model by giving editorial control to the people who use the site, not those who run it." Very interesting.

GLOBAL Search Results
* about 1460 results for "Barack Obama"
* about 1550 results for "Hillary Clinton"

* about 10480 results for Obama
* about 6620 results for Clinton

Total GLOBAL SEARCH Results for Reddit.com

Barack Obama/Obama gets 11,940 submissions
Hillary Clinton/Clinton gets 7,770 submissions

4-1, looks final now. Barack won. BTW, they have a nice section on Politics as well, here http://reddit.com/r/politics.

Demographics of Reddit
57% male, 43% thus female, with the bulk of users 35-55 years of age. 56% have a higher education and 83% are white. SOURCE:
http://www.quantcast.com/reddit.com/demographics



Conclusion
As so infamously written in the past, the Google search comparison through Google Trends shows us that Obama is consistently getting more people searching for him than Clinton. See source article here:
"Pennsylvania Primary- Hillary vs. Barack: The Google Factor"
http://newsusa.myfeedportal.com/viewarticle.php?articleid=57
Also in that above article, we analysis their web page traffic amongst other Internet Indicators.

What is amazing in this case is it appears that the Internet gauges all show Barack Obama winning the nomination for the Democrats. In any event, he has won the Google Primary, for lack of better words!

In review, the winner is:

Web Page Traffic = Barack Obama
Facebook.com/MySpace.com = Barack Obama
Google Searches (number of) = Barack Obama
and now, finally;
Social Bookmarking Sites = Barack Obama



Google Trends Chart Showing spike up for Obama in PA.

Darn, and I was hoping for a Clinton, Clinton, Bush, Bush, Clinton, Clinton. All joking aside, this is of course serious business here. All of these facts, figures and statistics mean NOTHING when it is you, alone, behind that curtain in the election booth. Vote for whom you think will get us out of the messy challenges we face as a nation, vote for the RIGHT CANDIDATE. This is for president of the United States of America, not the next article you 'digg' on digg.com.

Note: Nielsen/NetRatings (http://www.nielsen-netratings.com/) says that as of July 2007, 70.2% of the US population was online. Pewresearch.org says that 25% of Americans use the world wide web to make "choices" about the election. An even higher 42% of young adults, which is 18-29 year olds, are using it in the same way. After looking at the above, I would say that many more age categories are using the web to help them make their mind up. But that is just my opinion.

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