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Which states are most engaged with online COVID-19 discussions?

Which states are most engaged with online COVID-19 discussions?

by | Apr 16, 2020

We return to this blog today to share more insights reported by StatSocial’s Crisis Insights service. This particular chart will be updated on a weekly basis, each Monday/Tuesday.

For those new to Crisis Insights: The subscription service has been built using StatSocial’s Silhouette™ social data platform. The service is a tool for brands, marketers, and agencies seeking to understand the rapidly changing dynamics of their customers who, as a result of the uncertainty born of the COVID-19 pandemic, are finding their customer dynamics shifting during these trying times.

The 50 United States, ranked by online engagement with Novel Coronavirus / COVID-19 topics, from most engaged to least

Explanation of the above data: The scores on the above chart are index scores. Used for convenience here, these scores summarize, at-a-glance, the degrees to which social media content related to novel coronavirus / COVID-19 topics have been engaged with by the residents of each state.

The index scores are calculated based on contrasting the above described statistics with the entire United States population’s engagement with novel coronavirus / COVID-19 topics. A level score of 100 is used to represent this national number, and the scores on the above graphic report the degrees to which each state’s engagement is in excess of or is equal to (represented in green), or falls short of (represented in red) that baseline.

Each state’s engagement has been broken out by week (the first three to have transpired since Crisis Insights’ launch). This allows you to see how engagement has increased, decreased, or held steady week-to-week.

The data used for Crisis Insights’ reporting is collected and analyzed daily, and then reported to subscribers as rolling seven and 30-day averages (as well as a full data series).

In addition to the insights shared here — regarding where each state’s residents stand when it comes to engagement with topics surrounding the COVID-19 matter — this also offers a small glimpse into how our constantly revised, amended, and well-presented reporting allows brands to observe, compare, and retain context for customer behaviors, concerns, affinities, etc., as they shift, change, and are even replaced over the coming weeks and months.

Massachusetts is the top ranked state here, with its citizens’ engagement with online COVID-19 coverage exceeding the baseline by 1.41 times. The state’s week of highest engagement, to date, has been the week of March 22 to March 28. The week of March 29 to April 4 has, thus far, seen the lowest engagement from the state’s residents.

As of this writing, the state has been home to the third highest number of diagnosed cases, and the fifth highest number of confirmed deaths from the virus.

At the other end of the spectrum is Mississippi, which has thus far seen the 28th highest number of diagnosed cases. It has experienced the 26th highest number of confirmed fatalities resulting from the virus.

The state’s week of lowest engagement, to date, has been the week of March 22 to March 28. The week of March 29 to April 4 has, thus far, seen the greatest engagement from the state’s residents.

Finally, for now, of very real note is the upward trend in engagement detectable among many states currently found in lower half (mid-30s to high-40s). Kansas, Iowa, Wisconsin, Kentucky, the Dakotas, Utah, West Virginia, and Arkansas have all found their residents engaging with COVID-19 content to an increasing extent.

We eagerly invite you to visit our Crisis Insights page here, and to reach out to us to learn a great deal more about the service, and to check out a demo.

As before, and as always, we sincerely hope that all reading are doing as well as circumstances allow, and are safe.

What are Crisis Insights?

Crisis Insights provides subscribers with near real-time updates on how the unprecedented climate in which we all find ourselves is affecting consumer sentiment, both among the general public, as well as a brand’s specific customers.

Changes in consumer sentiment are tracked in this reporting, for 32 crisis-related segments, across four general categories:

  • People concerned about the Covid-19 epidemic
  • People concerned about the direction of the economy
  • People coping and adjusting to the ‘new normal’ environment
  • General attitudes and psychographic outlook of the population.

We encourage you to visit these previously shared Crisis Insights related posts:

We took a look at the personalities of those most actively engaged with COVID-19 content online:

https://blog.statsocial.com/people-engaging-publicly-online-with-covid-19-news-are-generally-more-intellectual-and-imaginative-ca086757ba0e

Here we examined the preferred TV genres of those most active in the online COVID-19 discussion:

https://blog.statsocial.com/people-engaging-publicly-online-with-covid-19-news-are-generally-more-intellectual-and-imaginative-ca086757ba0e

Here we took a look at some top-line demographic and geographic data regarding those most actively engaged in the online, COVID-19 discussion:

https://blog.statsocial.com/people-engaging-publicly-online-with-covid-19-news-are-generally-more-intellectual-and-imaginative-ca086757ba0e

And here is the entry wherein we announced and introduced Crisis Insights:

https://blog.statsocial.com/people-engaging-publicly-online-with-covid-19-news-are-generally-more-intellectual-and-imaginative-ca086757ba0e

People engaging publicly online with COVID-19 news are generally more intellectual and imaginative…

People engaging publicly online with COVID-19 news are generally more intellectual and imaginative…

by | Apr 8, 2020

We’ve been using this blog as a space for highlighting insights generated by StatSocial’s new Crisis Insights service.

Built on StatSocial’s Silhouette™ social data platform, the service has been devised as a tool for brands, marketers, and agencies seeking to understand the rapidly changing dynamics of their customers who, as a result of the uncertainty born of the COVID-19 pandemic, are finding their own perspectives, concerns, and needs shifting daily.

Silhouette™ monitors and analyzes more than 1.3 billion social accounts, encompassing more than 70% of U.S. households. It is the only platform that tracks and segments social audiences at such a scale.

Crisis Insights tracks all changes in consumer sentiment, relating to 32 brand-new insight segments — all formed in the wake of the epidemic — across four general categories:

  • People concerned about the Covid-19 epidemic
  • People concerned about the direction of the economy
  • People coping with, and adjusting to, the ‘new normal’ environment
  • General attitudes among, and the psychographic outlook of, the population.

In this entry, we will be focused on the first and fourth categories.

Thanks to our partnership with IBM Watson™ and our integration of their powerful Personality Insights tool into our reporting, we can tell you not just who the people are who make up a given audience, but how they are.

Using linguistic analysis, Personality Insights™ scours all digital communications generated by the members of an audience being analyzed by StatSocial, including email, blogs, tweets, and forum posts. From there an incredibly accurate personality profile of that audience is created.

When categorizing personalities, Personality Insights™ uses for its top tier, the Big Five personality traits, a widely adopted taxonomy in the psychological community.

Those traits are, Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism. Each of the big five can get more granular in their descriptions, with each holding under its umbrella a number of sub-categories.

StatSocial is analyzing people engaging with all the latest Covid-19 news

With that, we present…

The Top Personality Traits Among those Most Engaged with COVID-19 News Online

Explanation of the below data: The Percentile column shows where this audience (those most engaged with online news relating to COVID-19) ranks among the greater U.S. population when it comes to possessing the corresponding personality trait.

The Index score quantifies where this result falls in relation to the average. 50th percentile is the average, and an Index score of 100 also reflects average. So, an index score of 125 would mean the corresponding percentile exceeds the average by 0.25 (or ¼).

Those Index scores that exceed the average will be shown in green, and those falling short will be shown in red.

The most immediately apparent observation is that, of the Big Five, Openness is powerfully evident here. We see that of the many traits that fall under the Openness header, Imagination and Intellect outrank them all. Indeed, those traits are comfortably evident here to a degree that exceeds the U.S. average.

Liberalism, in this context, does not necessarily mean what many may think at first glance. It is not a political designation. Personality Insights™ defines liberalism as “a readiness to challenge authority, convention, and traditional values.” And here, it also ranks highly, as does Adventurousness.

On the other end of the spectrum, some traits that can be found in abundance among the average American audience are not all that detectable here.

Agreeableness, which describes “a person’s tendency to be compassionate and cooperative toward others,” according to IBM, is measurable here to a degree falling well below the average.

Conscientiousness relates to “a person’s tendency to act in an organized or thoughtful way.” Orderliness is a natural sub-category of that, relating to the degree to which people are “well-organized, tidy, and neat.” At this moment in time, those most engaged with online reporting about the COVID-19 epidemic are coming up well below the average in this regard.

These personality traits, as well as the Needs and Values that we share, when taken in the context of Crisis Insights — and its almost real-time measuring of changing sentiments — are a crucial gauge of the public mood, outlook, and spirit.

This demonstration also illustrates one of the many ways our reporting can be can be used to compare and contrast the sentiment detectable among a greater audience with that of a more specific one.

We again eagerly invite you to visit Crisis Insights, and reach out to us to learn a great deal more about the service, and to check out a demo.

As always, we deeply hope that all reading are well and safe, and are getting through this all to the very best of your abilities.

We encourage you to visit these previously shared Crisis Insights related posts:

Here we examine the preferred TV genres of those most active in the online COVID-19 discussion:

https://blog.statsocial.com/crisis-insights-what-kinds-of-tv-shows-are-people-watching-to-get-their-minds-off-of-covid-19-a4255ba52332

Here we take a look at some top-line demographic and geographic data regarding those most actively engaged in the online, COVID-19 discussion:

https://blog.statsocial.com/crisis-insights-what-kinds-of-tv-shows-are-people-watching-to-get-their-minds-off-of-covid-19-a4255ba52332

And here you’ll find our entry announcing and introducing Crisis Insights:

https://blog.statsocial.com/crisis-insights-what-kinds-of-tv-shows-are-people-watching-to-get-their-minds-off-of-covid-19-a4255ba52332