The “Swachh Bharat” campaign which
started on October 2nd 2014 by Honorable PM Narendra Modi aiming at
cleaning India and to create awareness among people is a big hit on social
media. The initiative taken by PM by administering the pledge to thousands of
people to keep India clean is really commendable. Many film stars, politicians,
writers and sports personalities also participated in this noble initiative. In
order to assess the effectiveness or influence of this campaign on people, some
facts from the social media like twitter can be extracted. Let’s have a look at
how the “Clean India” campaign is doing?
First let’s have a look at the Twitter, the
tweets collected through a twitter API particularly in peak hours from 9.00AM
till 5.00PM (as “Swachh Bharat” was trending) with the intention of capturing
how people talk about “clean India” initiative. PM Modi has invited famous
personalities like Salman Khan, Amir Khan, and Priyanka Chopra to join the campaign
and at the same time they have accepted the invitation as understood from their
tweets. Approximately 3000 tweets and retweets got generated during that 8 hour
time duration.
Figure
1
Using Text Mining methodology the
text of the tweets has been extracted, cleaned and the above word cloud is
prepared from the tweets to show the content of tweets that people are talking
about.
Figure
2
If we look at the devices from where the tweets
got generated, we can see that Android and Desktop users dominate the space.
The above figure can be considered as a proxy for understanding the user’s
profile. Since October 2nd was a public holiday, the desktop users
are people who tweet from home, android and iPhone users could be people
travelling and at the same time tweeting. So the insight is that whatsoever
busy they may be on a public holiday (long-weekend) they do provide enough
attention to spread the “swachh bharat” campaign.
Figure 3
Using the
Bayesian algorithm the tweets are classified into seven different emotions,
looking at the above figure we can say that majority of people (98%) have
applauded the campaign, taken pledge in keeping India clean and expressed hope
that citizens would keep the momentum going from now on.
Using the sentiment analysis procedure, same
Bayesian algorithm adopted to classify the tweets into different sentiments.
All the tweets content is analyzed and positive tweets constitute 71% of the
tweets, 18% of the tweets are negative, as some people consider the event as
publicity stunt and 11% of the tweets are neutral.
Figure
5
The
retweet trend is again analyzed and the result is shown as above figure 5.
Salman Khan has accepted PM’s invitation for clean India and after that the
Salman followers retweeted the tweet 1280 times, similarly PM Modi’s tweet has
been retweeted 1096 times, among other popular personalities Meenakshi Lekhi,
Kiran M Shaw, Piyush Goyal and Anurag Thakur’s tweet also retweeted 576times,
209 times, 126times and 156times respectively.
Figure
6
The above figure explains the
pattern of retweets (orange line) and tweets (blue line). The vertical axis
shows the count of tweets and the horizontal axis shows the time of the tweet
that is in 0-24 hour format.
In the context of above analysis it can be
concluded that the “Swachh Bharat” or “Clean India” campaign is a big hit,
people have thronged cutting their busy schedule to do something for the
country, something for the society. No doubt it is a big hit despite few
critics. What is your view on this, would like to hear from you…..
