Sarah Palin vs. Snooki: a Twitter Smackdown!

Dumenco's Trendrr Chart of the Week

By Published on .

For this week's Trendrr charticle -- a collaboration between Advertising Age and social-media tracking service Trendrr -- I decided to do a sort of mash-up of surreal infotainment culture, both pop and political. Some notes:

  • MTV star and pop-cultural icon Snooki recently took to Twitter to endorse a Senate candidate -- in the wrong state. Oh, wait, did I say Snooki? I meant Fox News star and political icon Sarah Palin. (Gawker has the story of Palin endorsing John Raese for Pennsylvania's Senate seat -- though he's actually running in West Virginia -- followed by her awkward attempts at fudging her Twitter trail.) That had me wondering about their respective Twitter footprints ...
  • But first I'll note that Sarah Palin gets name-checked a lot on Twitter by people who use only her last name (or the hashtag #palin), whereas Snooki pretty much only gets name-checked by her nickname. That puts Snooki at a slight disadvantage, because Snooki does not (yet) have a single-mom abstinence-advocating daughter doing the jive in a monkey costume on "Dancing With The Stars." (Mama Grizzly spawned a monkey? The Palin brand has some issues with brand-messaging consistency.)
  • Markets tweeting the most about 'Palin' on Oct. 18.
    Markets tweeting the most about 'Palin' on Oct. 18.
  • That said, "Palin" has been mentioned in an average of 7,000 tweets per day over the past month, whereas Snooki averages around 6,000 per day. Snooki, though, had the biggest recent one-day peak: 10,599 tweets name-checked her on Thursday, Oct. 14, whereas Palin -- even with Bristol and Todd Palin contributing to the total -- managed only a sub-par 5,604 tweets that same day, which perhaps suggests that Snooki has the power to steal mindshare from the Palin clan.
  • Somewhat fascinatingly, guys are much more likely to tweet about "Palin" than "Snooki." Palin tweets skew about 60% male, whereas Snooki tweets only skew about 40% male.
  • Markets tweeting the most about 'Snooki' on Oct. 18.
    Markets tweeting the most about 'Snooki' on Oct. 18.
  • As of this writing, @SarahPalinUSA has 279,799 followers on Twitter, while @Sn00ki has 771,750 (both are Twitter-verified accounts). But I hear that Snooki is a socialist who wasn't even born in America, and I think she might be a witch and ...
  • I've got proof that Snooki is being supported by foreign interests! On a daily basis, about 84% of tweets about Sarah Palin come from Twitterers living in America, whereas only 75% of tweets about Snooki come from the Land of the Free (and MTV). Worse, one of the top five global cities tweeting about Snooki is Toronto, which is not in America and which is totally socialist.

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Dumenco's Trendrr Chart of the Week is produced in collaboration with Wiredset, the New York digital agency behind Trendrr, a social- and digital-media tracking service, and Curatorr, a social media filtering and publishing platform. More background here.

Simon Dumenco is the "Media Guy" media columnist for Advertising Age. You can follow him on Twitter @simondumenco.

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