SociallyMined Highlights California Governor’s Race in Today’s “SocialBuzz: Road to the Dome” Report

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California GOP Gubernatorial Candidate John Cox is Building Momentum on Social Media

SociallyMined (, a boutique agency leveraging social media data and analytics recently released a new series of insights into key congressional races leading up to the mid-term elections. “SocialBuzz: Road to the Dome” releases key data and social trends on select new races each week. Last week’s report ( highlighted Ohio’s 1st district and how incumbent Congressman Steve Chabot trails challenger Aftab Pureval in social media engagement. This week the report focuses on the California Governor’s race.

In California, conventional wisdom suggests that Gavin Newsom should cruise to victory in November but recent polling ( suggests the race could be tightening. Newsom, the overwhelming favorite, seems to be struggling to put his GOP opponent John Cox away. California is solidly blue with both Clinton (2016) and Obama (2012) winning the state with over 60% of the vote.

The real question in this race, is Gavin Newsom just unpopular or is John Cox building momentum? Newsom is seeing an extremely high level of negative chatter on social media. Of those who engage about Newsom, 55% of comments are negative with only 6% registering as positive for the candidate. The issues that are causing the most negative chatter with Newsom are his stances on Sanctuary Cities, the response to wildfires, and the gas tax.

Overall, John Cox has performed well on social media with 68% of the sentiment registering as positive. Another positive sign for Cox is that while he trails Newsom in the total number of followers, his message is reaching about the same number of people due to engagement and amplification of his follower base and the broader audience. Even though there is a larger follower disparity, Newsom’s reach outpaced Cox by only 185 to 144 million over the last 30 days. Followers are also engaging with Cox’s content at more than double the rate of Newsom.

“We can tell from our data that John Cox is building momentum and that Newsom is struggling with uncharacteristic unpopularity online for a democrat this election cycle,” said Matt Anthes, CEO of SociallyMined. “In a year where traditional polling is trending toward a democratic wave, it seems voters in California are more focused with local California issues such as the gas tax and wildfires rather than this race being a referendum on President Trump.”

SociallyMined used machine learning algorithms to apply its proprietary Impax Score to both candidates. The score evaluates deep social network patterns, which include real engagement vs. automated engagement, social amplification, targeted reach, as well as a myriad of other data points, trends and patterns. SociallyMined’s algorithms assigned both candidates an overall Impax Score; Newsom scored a 23 out of 100, while Cox received a 75 out of 100.

“Our proprietary Impax score is a true indicator of one’s social engagement, reach, and amplification as it relates to their online influencer footprint,” Anthes explained. “In layman’s terms, we utilize custom designed algorithms to analyze and weigh engagement, reach and amplification, along with the number of followers and sentiment for each brand or individual. The higher the score, the greater the potential impact for the individual or brand. In this case, Cox’s message on social media is extremely more positive with much higher engagement than Newsom. The data shows this race could be much closer than what the traditional polling experts suggest. There is a very clear wave for Cox right now.”

For information on the above feel free to email us at info(at)sociallymined.(dot)com, or sign up ( for additional information.

About SociallyMined
SociallyMined ( is a boutique data-driven digital agency who leverages data and analytics to understand what people are saying online and employs a creative approach to reaching an audience efficiently and effectively, providing quantifiable results and reports along the way to track progress. SociallyMined services incorporate cutting-edge technologies designed for Fortune 500 brands, utilizing big data and analytics to track relevant sentiment and behavior, while providing a strategy to influence the sentiment and direct it towards a predetermined outcome. Their analytic solutions are integrated into their other services which focus on advocacy and politics and include influencer marketing, native advertising, mobile marketing with geofencing, interactive videos, and more, providing a customized strategic campaign for their clients generating high engagement with a relevant audience. In addition, they offer diverse traditional services which include web design, social media campaigns, and video production.

SociallyMined’s political division offers the ability to understand a candidate’s social audience and then create ways to target a specific sub-audience who have relevant interests and followers within a desired demographic and/or psychographic profile. This includes generating content, identifying the potential audience, pushing out the content to them, and engaging them in creating a community on a candidate that can then be retargeted repeatedly as the campaign grows – all while providing reports to track impact.

The SociallyMined team is comprised of industry leaders with experience dealing directly with brands, entertainment, political candidates, non-profits, governments, brands, and entertainment. SociallyMined understands your audience and ensures your message is being heard by those influencers and decision makers that can affect change and make an impact on brands, issue-advocacy, and individual campaigns. You can also follow us on Twitter (, or LinkedIn (

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Matthew Anthes
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