To coincide with launching our social entertainment research tomorrow, we’ve done some analysis of the key movers and shakers on twitter talking about entertainment – top fifty list below. (you can follow these here via twitter list or here, through tweepml)

Unsurprisingly, the Huffington Post claim top spot, with the LA Times in fifth, before the Guardian takes the top spot for UK media, with music brands dominating elsewhere with MTV claiming four spots.

There’ll be more from Edelman’s Social Entertainment research tomorrow, and we’ll be tweeting from our breakfast – follow #socialent for updates and insight from 9.00am.

    Account Influence Popularity Engagement Trust
1 huffingtonpost 81.3 86.1 46.1 91.9
2 TIME 76.7 94.3 46.7 96.2
3 ijustine 75.6 90.5 56.8 73.6
4 jack 75.2 92.6 58.9 78.4
5 latimes 73.7 71.6 44.3 77.6
6 simonpegg 73.6 82.4 48.8 78
7 106andpark 73.2 90.8 48.1 78.3
8 guardiannews 71.4 71.7 8 76.9
9 ev 70.5 90.7 69.8 65.2
10 MTV 69 85.5 59.3 71.8
11 TVGuide 68.1 85.8 44.2 77.3
12 Power106LA 68.1 66.7 54.7 73.5
13 g4tv 67.9 90.3 38.5 68.9
14 biz 67.8 92.8 43.1 78.9
15 alex 66.7 57 65.9 65.2
16 PlayStation 66.7 81.2 47 73.2
17 thescript 66.6 75 58.3 58.6
18 televisionary 64.8 56.4 52.8 60.6
19 Gawker 64.8 67.2 7.7 75.4
20 THR 64.6 66.8 43.8 72.2
21 gactv 64.5 62.2 39.1 61.7
22 totalfilm 64.4 66.2 43.7 59.9
23 IMDb 64.3 73.4 37.1 75.6
24 DerrenBrown 64 84.6 42.8 67.7
25 raczilla 64 70.2 65.7 54.6
26 edgarwright 63.6 69.9 48.7 58.3
27 fuggirls 63.1 65.3 64.2 55.5
28 VibeMagazine 62.8 71 46.4 65.9
29 mtvcanada 62.5 67.3 51.4 55.3
30 mtvuk 62.5 71.1 9.3 58.4
31 PhilipBloom 62.5 61.4 69.2 61.3
32 MTVBuzzworthy 62.3 71.8 53.8 64.4
33 ninadobrev 62.2 76.5 43.8 70
34 pandora_radio 62.2 68.5 74.6 47.8
35 CrackleDotCom 62.1 58.5 59.1 60.1
36 empiremagazine 61.8 66.5 51.4 57
37 RollingStone 61.6 74.9 6.3 67.9
38 soapsindepthabc 61.3 57.8 61.8 59.9
39 CreativeReview 61.2 75 49.3 62.6
40 cinemablend 61.2 60.2 9 57.3
41 cinematical 61.1 58.7 8.3 57.2
42 trixie360 60.9 59.8 63.2 47.1
43 firstshowing 60.8 60 55.4 53
44 heyuguysblog 60.8 62.3 41.4 56.1
45 thebookseller 60.6 59.4 37.5 55.4
46 KerrangMagazine 60.5 68.9 48.1 63.5
47 Marvel 60.3 71.2 45.8 62.4
48 filmcourage 60 50.7 58.5 53.1
49 FollowCMT 59.5 65.5 46.2 60.2
50 LAWeekly 59.3 65.8 49.3 60.2

Gordon Brown can take some comfort this week.  What, after handwriting -gate and a difficult time at PMQs.   If the influence of the Labour Party on Twitter were translated into votes for the Government, Brown and the bunker strategists would be licking their lips at the prospect of a salacious Parliamentary majority of 450: more than the number of seats Labour won at the 1997 General Election.  So goes the electoral world, according to Edelman’s TweetLevel analysis.

 A psephological fantasy it may be, but there is a clever point to Tweetlevel.  The crux of it is a sophisticated analysis of influence, trust, popularity and engagement on Twitter – all good measures of a politician’s salt.  The cynics among us may, cry why does this matter?  If you want to know who’s really hitting the grass roots, who’s really getting their message out there and who really has resonance, Twitter is a fairly important tool in the box.

 Not all is well in tweeting politics (or “Twolitics”) however for the PM: his ever popular tweeting wife, Sarah, is more trusted than he is.  With nearly 1 million followers, and tweets on fashion, Oprah and pre-natal mortality, she has clearly struck a chord with the nation’s heart.  If politics is show business for ugly people, so the saying goes, then the PM’s wife is the Cheryl Cole of Westminster.

 Picture the scenario, however.  On polling day Mrs Brown tweets to her (probably now in excess of a million) followers to get out and vote.  Is that a million more votes for the Government? Probably not; but it’s an influential block if you consider who else, other than the main parties, have that level of mobilising influence.

 What TweetLevel underlines is the changing communications landscape we live in.  If 2008 were the year Twitter barked, then 2009 is the year it woke the neighbours. 

 It’s not worth treading old water on the ever growing use and presence of social media.  But it is worth noting the increasing importance of blogs, Twitter, Facebook and Youtube for political communications. 

Research conducted by Edelman suggests nearly half of Parliamentary staffers research policy issues using blogs on a weekly basis, and 18% change their minds based on online sources.   Add to this the near one fifth of staffers who use Facebook to swot up on policy; you’re looking at a new, relatively unexplored channel of communication and influencers with policy makers.

People and politicians are fast waking up to the rise of social media in our industry.  This year, Channel 4 hosted the first ever Twitter Fringe (“Twinge”) event during the party conferences.  Tom Watson MP has set up a Facebook forum to defend video games from “sensationalist” bashing by the right wing press.

What’s clear  is that websites, blogs, Facebook and even Twitter are all playing an increasingly important role in supplementing and supporting more traditional means of political communication, and those who ignore their seemingly inexorable rise, well, you can draw you own conclusions. 



Right, well according to news issued today and a new Twitter index – tweetlevel – launched today, if this was used to measure who would win at the next election, Labour would win by a landslide (see release below, which also claims the Prime Minister’s wife, Sarah Brown, is more popular than the PM himself, although to be honest this is not a big surprise). Anyway, politics aside, let’s be honest – we all know Twitter is one great big popularity contest and as much as you’d admit to otherwise, you desperately want to be more popular than your peers, colleagues and friends. Well, now is the time to check  go to TweetLevel and put your names in and see who you’re more popular, more influential, and more engaged with. Go on, you know you want to. Are you more influential than some of the names up for the title at the recent World’s Leading Awards? Or, is a tweeting dog more influential than you?

Labour would win a landslide victory at the next election based on their influence in the Twittersphere

But Sarah Brown more Trusted than Gordon

Global PR Agency Edelman unveils ‘TweetLevel’ to measure your importance on Twitter



Labour MPs would win a landslide victory at the next election if their influence in the Twittersphere is anything to go by, according to Edelman’s TweetLevel index launched today.

Labour MPs make up 58.2% of the most influential MPs using social media tool Twitter, compared to 19.7% of Lib Dems and 15.3% of Tories.

Based on the UK Polling Report’s swing calculator which benchmarks opinion poll data against results at the last General Election, the tweet numbers would give Labour a majority of 450 – a veritable Tweetatorship.  Labour would hold 550 seats, the Liberal Democrats 63 seats and the Tories a poor third with 14 seats.

It is not all good news for the Labour party.  Prime Minister’s wife, Sarah Brown, is an enthusiastic Twitter user and her glimpses of day to day life at number 10 have clearly struck a chord with the nation in a way that her husband has not.  With a trust ranking of 68%, she is more trusted than the Prime Minister in the Twittersphere by 63.9% points.

TweetLevel has been developed by Edelman, one of the world’s leading PR agencies, using a unique algorithm which takes into account the quality and quantity of someone’s tweets, how engaged and trusted a tweeter is, as well as how popular they are.

By entering their Twitter details into Edelman’s free online tool at, individuals can measure their own importance and rank themselves against a range of factors including influence, engagement, trust and popularity.

TweetLevel allows individuals the opportunity to compare their own importance in the Twittersphere to that of their friends, colleagues and others they choose to ‘follow’.

“This may seem like a bit of fun but there is a really serious side to it.  Too often people think that mere popularity is important but influence and ultimately engagement are what matters.    Barack Obama showed that the use of social media can be an extremely powerful tool in reaching grassroots and motivating local voter groups.   Just signing up isn’t enough – the power of Twitter lies in genuine engagement” said Robert Phillips, UK CEO of Edelman.

Jonny Bentwood, Edelman’s Head of Strategic Analysis, created the algorithm at the heart of the TweetLevel.

“We used over 30 metrics to create the algorithm behind the index.  Unlike most rankings that look merely at the number of followers someone has, TweetLevel gives you a really clear picture of who is important within this increasingly influential forum.”

There are four result metrics:

  • Influence – what you say is interesting and many people listen to it.  This is the primary ranking metric.
  • Popularity – how many people follow you.
  • Engagement – how actively you participate within your community
  • Trust – do people believe what you say.

Each score is rated out of 100 – in other words, the higher your score, the more important you are.

Among the most influential tweeters are show biz blogger Perez Hilton, Hollywood actor Ashton Kutcher and Social media blog Mashable.

The above rankings and scores were taken on Tuesday 10 November 2009.  TweetLevel is a dynamic tool and the statistics will vary based on individuals’ levels of activity on Twitter.