Many data surveys were publicized during the 2008 election comparing the online popularity of candidates in the social media space, including for video content. But does online buzz match really match up with offline conversions, in this case – voting patterns for presidential candidates? When it comes to YouTube video buzz, new evidence shows that may very well be the case.How to measure video search performance and election results
Our own analysis of a report put out just before the election by the search marketing firm, Prime Visibility, found that their buzz metric percentage scores tabulated on YouTube closely matched the percentages of the electoral college vote (which is the determinant for what wins a presidential election, with only a 4% margin of difference.
We reported recently on Prime Visibility’s measurement tool, “Prime Buzz,” which featured buzz scores for presidential candidates Barack Obama and John McCain across 26 of the most popular social media websites. ReelSEO conducted its own Video SEO analysis of the data to see if there was any correlation between video search stats and the presidential election results.
We dissected the data in Prime Visibility’s Prime Buzz report to the following components.
- Buzz metric scores for broad/extended searches on the last name of each candidate.
- YouTube and Metacafe video scores. (The two video channels with data featured in the report.)
How “buzz” was weighted and measured
- Traffic rank – how the particular website ranks compared to all other websites on the Internet
- Links – This measurement is based on the total number of web pages linking to a particular website.
- Page views – the average number of pages a particular individual views on a website.
- Competitive rank – Each of the traffic measurements are weighted to determine how a site is performing compared to its competitors.