Russia-Ukraine, a comparative analysis of the Twitter audience of the profiles of the Government of the Russian Federation and the Office of the President of Ukraine

Abstract

Introduction: On February 24, 2022, the Russian invasion of Ukraine began. The conflict has also spread on social networks, where both the invader and the invaded are responsible for building their own story. Objectives: To carry out a comparative analysis of the social audience on Twitter of the profiles of the Government of the Russian Federation (@GovernmentRF) and the Office of the President of Ukraine (@APUkraine). Methodology: Two social analytics tools based on the application of audience intelligence algorithms have been used, with a double objective: on the one hand, to carry out an analysis of the composition of the social audience of the chosen profiles; and on the other hand, through the choice of keywords, identify which profiles achieve greater reach and authority. Discussion and results: The applications have allowed us to study the audiences of the two selected profiles, providing a detailed description of the segments or communities that shape that audience, their demographic and psychographic data, while allowing segments to be connected. of audiences with other social listening and analytics platforms, influencer marketing tools, digital advertising platforms and other social analytics applications. Conclusions: The analysis carried out is of great importance to know the profile and interests of the Twitter audience of the followers of the official accounts of Russia and Ukraine, showing that words such as "no war" or "reject" are among the most repeated. in the tweets published between March 18 and April 17, 2022, as well as Hashtags about cities hit by war are the most used in these publications.