CorpComms Magazine

The UK Prime Minister David Cameron dominates conversations online during major news events but attracts more criticism than his fellow party leaders Ed Miliband and Nick Clegg, according to data from a five month sentiment analysis of online sentiment generated by Meltwater Buzz.

The analysis of over 200 million sources finds the Prime Minister consistently generating the highest level of online buzz while attracting the lion's share of negative comments. 

One of Cameron's most unpopular moments online was in May when online users were outraged that he had allegedly called for a ban on homosexual kisses on television before the watershed. This generated a surge of negative online activity with social media users branding the Prime Minister 'homophobic'.

The analysis found Miliband's volume of online buzz to be 'relatively low' in comparison to Clegg during the same period. In September Miliband's influence increased as his role in a potential referendum on the EU led to a 'visible increase in online buzz around Miliband,' the analysis says.

The data shows the August riots were the most active in terms of online buzz and one of the most negative months in terms of online sentiment.

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