Twitter Analysis – Sentiment Split on Schwab sacking

I read with interest this morning the article by Caroline Wilson suggesting that Melbourne CEO Cameron Schwab was sacked because the club supporters were divided about his role within the club.   I wondered how Melbourne Football Club came to this conclusion.  Was it old fashioned letters, phone calls, emails and text messages, or did they utilise the power of social media to determine his popularity?

As a somewhat reluctant member of Melbourne Football club  (my partner is a devoted Demon, where as I’m sat squarely in the Eagles camp) in the last week since Melbourne lost by a record margin at the MCG, to the Bombers, I’ve been glued to their Facebook page.  Reading all the comments of livid supporters I wondered whether Melbourne was analysing this data in any sophisticated manner in order to craft their response.

Real time social media analytics can provide an excellent review of what people are saying. Essentially it’s your very own focus group, which with the right tools you can get some amazing insight.

So this morning I thought I’d do a quick analysis myself using Hootsuite.  Whilst I’d love to have the power of social media tools such as Radian 6 or maybe Viralheat, the free tools that I have at my disposal I did a quick analysis of Twitter.  Unfortunately I couldn’t analyse sentiment of the Facebook Comments which would have been gold!

The Twitter analysis I ran, from March 27 through to today shows a decent spread.  Interestingly sentiment analysis showed an equal proportion of ‘Sadness Grief’ as ‘Enjoyment Elation’ with reference to the keyword ‘Schwab’.



In terms of volume of mentions on Twitter (see below), we obviously saw a huge spike for Neeld following the loss of the game.  But also of interest is the spike in Schwab mentions following the loss, which surely comes as a surprise given Schwab doesn’t have direct influence over a match.  Perhaps to supporters of the club, this is of no surprise at all.  Yesterday of course we saw a massive spike in mentions for Schwab, with Mclardy also rising above any reference to Neeld.


The references to Neeld have declined, which suggests perhaps sacking Schwab was a strategy to calm the lyon’s (pardon the pun) who were circling for blood.  Unfortunately putting Lyon into the Twitter analysis skews the data somewhat most likely because of the broader use of the word Lyon.



It definitely makes for some interesting analysis, and I just wonder whether Melbourne used more sophisticate, paid for analytical tools like Radian 6 to determine if Schwab should stay or go.


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