In the Philippines, it has become increasingly important for politicians to establish and maintain a strong social media presence. Any actions that deviate from their expected responsibility as public figures are highly likely to draw attention. Any actions that deviate from their expected responsibilities as public figures are highly likely to garner attention, especially if they are involved in controversial issues. However, it is a different matter to be mentioned in an issue where one is not directly involved, as is the case with Senator Ramon “Bong” Revilla Jr. and the recent incident on the EDSA busway. Capstone-Intel Corporation undertook a study to assess the nature of the discussions surrounding Senator Revilla on social media, specifically during the period coinciding with the incident.
Capstone-Intel is a high-impact research company that uses innovative research technologies, tools, and methods to convert data and information into breakthrough insights and actionable intelligence outputs. It is committed to helping its clients solve problems, find solutions, grow markets and constituencies, build reputations, navigate risks, manage crises, and be the country’s leading private research and intelligence agency.
Background
On November 15th, a traffic enforcer from the Metropolitan Manila Development Authority (MMDA) stopped two vehicles for utilizing the EDSA northbound busway in front of SM Megamall in Mandaluyong.
According to regulations, the drivers were liable to be fined P5,000 for their first offense. However, the MMDA personnel made the decision to release the vehicles without imposing the penalty after one of the drivers claimed that it belonged to Senator “Bong” Revilla.
Retired Colonel Edison “Bong” Nebrija, MMDA Task Force Special Operations Unit head, has been placed under suspension due to reports indicating that he made statements suggesting that Senator Ramon “Bong” Revilla was present in one of the vehicles seized along the bus lane, which was allegedly owned by him.
The EDSA busway is specifically designated for the exclusive use of city buses, public utility buses, ambulances, and government emergency response vehicles.
Subsequently, following the admission of the two drivers, it was revealed that the senator was not present in the vehicle and that the vehicle did not belong to him.
In the end, both drivers who falsely implicated Sen. Revilla were duly issued citation tickets, carrying a penalty of P5,000.
Methodology
From August 20, 2023 to November 20, 2023, Capstone-Intel utilized its social listening tools in order to scan publicly available Facebook accounts for their posts that mention “Bong Revilla”. It should be noted that there were no specific demographics or personal data that were tracked.
Throughout the duration of the scan, there was a notable increase in public engagement and sentiments surrounding the story related to the senator.
Facebook performance
Capstone-Intel’s social listening tool was able to gather a total of 1,270 unique posts on Facebook that mention Revilla or at least are about him. Among these posts are a total of 489,661 comments, as well as shares with a count of up to 72,248. Finally, these posts also have a consolidated reaction count of 1,353,094.
Dominant reaction, top stories
The story with the highest engagement score of 33,594.8 was posted by the official Facebook page of Revilla. Their page, dubbed Ramon Bong Revilla Jr., posted the live stream of the conversation between Revilla and MMDA Task Force Special Operations Unit Head Col. Bong Nebrija. In the stream, Nebrija was seen apologizing to the senator for the events that happened.
This post was able to garner 79, 836 (63.5 percent) Like reactions, 10,654 (8.5 percent) Love reactions, 33,222 (26.4 percent) Haha reactions, 678 (0.5 percent) Wow reactions, 452 (0.4 percent) Sad reactions, and 863 (0.7 percent) Angry reactions.
For the second highest engagement score of 7,753, goes to TV Patrol’s post on Facebook regarding the same event involving Nebrija and Revilla. This post was able to receive 33,827 (60.8 percent) Like reactions, 499 (0.9 percent) Love reactions, 20,719 (37.2 percent) Haha reactions, 264 (0.5 percent) Wow reactions, 125 (0.2) Sad reactions, and 246 (0.4 percent) Angry reactions.
Finally, the third most engaged story on Facebook is attributed to a post from GMA News, wherein the story narrates Revilla appealing to President Bongbong Marcos to reconsider MTRCB’s decision regarding the noontime show, Showtime. The engagement score adds up to 3,800.
This post was able to garner 15,646 (60 percent) Like reactions, 4,070 (15.6 percent) Love reactions, 6,004 (23 percent) Haha reactions, 155 (0.6 percent) Wow reactions, 46 (0.2 percent) Sad reactions, and 144 (0.6 percent) Angry reactions.
