PHILIPPINE Senator and reelectionist Ramon “Bong” B. Revilla, Jr. topped the list of senatorial candidates with the highest social media engagement last month heading into the midterm elections this year, according to a report by PUBLiCUS Asia, Inc.
In its Auditus survey, published on Wednesday, Mr. Revilla garnered a score of 53.2% positive social media engagement from Dec. 16 to Jan. 15, followed by former Senator and boxing legend Emmanuel “Manny” D. Pacquiao (44.2%), and Senate Majority Floor Leader Francis N. Tolentino (37.6%), former Interior and Local Government Secretary Benjamin C. Abalos, Jr. (36.8%).
Party-List Rep. Erwin T. Tulfo got 27.3%, while Senator Christopher Lawrence T. Go, and Senator and presidential sister Maria Imelda “Imee” R. Marcos scored 30.6% and 21.1% in engagements, respectively.
The report tracked mentions, engagements, sentiments, and topics related to 31 senatorial candidates on Facebook, X, Instagram, news reporters, forums, and Reddit,
“Strategies such as raffle draws and personalized content have proven effective in fostering a stronger personal connection with voters, significantly enhancing positive engagement,” PUBLiCUS Asia said.
It added that Mr. Abalos was seen as overexposed during the campaign season due to the “omnipresence” of his advertisements on billboards, soap operas and public utility vehicles, while Las Piñas Rep. Camille A. Villar had been criticized online for presenting herself as a candidate with a “new perspective” despite her ties to the Villar political family.
“Camille Villar’s ‘new perspective (Dapat May Bago)’ campaign was perceived as an attempt to project herself as a new candidate but clashed with the reality of her association with a political dynasty,” PUBLiCUS Asia said. — John Victor D. Ordoñez
