Ipsos MORI Polling – Social Media Sentiment Analysis

16th July 2020 about a 2 minute read

FCC is undertaking an exploratory project which will analyse social media posts to better understand how recipients of health and social care in the UK have been impacted by the ongoing coronavirus pandemic.

The project has two aims:

  • Firstly to assess the performance of the government’s communications strategy through social media, exploring the extent to which public social media discussion has reflected key announcements and which public health messages have gained the most traction on social media.
  • Secondly to determine the impact of the pandemic on health and social care professionals as told on social media, exploring conversations about the key challenges and positive messages, and the implications of the pandemic for the mental and physical health of the public.

The project has already collected over 3.5m relevant posts between 1st February and 30th June 2020. It will integrate use of a range of technical approaches, combining machine learning, statistical modelling, manual coding and analysis of internet search behaviour. For our two aims, we will be able to visualise the changing sentiments on the timeline of the pandemic. Full results will be available in September 2020.

Annemarie Naylor, Director of Policy and Strategy, said “At Future Care Capital, we undertake research to help policymakers and practitioners navigate broad-ranging developments in health and social care – placing particular emphasis upon the growing use of data and technology to transform services and, crucially, outcomes for our charitable beneficiaries. We engaged Ipsos Mori to analyse >3.5m social media posts to evaluate the efficacy of public health messages and help us understand how people in the UK have been impacted by the ongoing coronavirus pandemic.”