Expertise | 7 min read

Which side do you belong to? #TheForce

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The Light Side

or

the Dark Side?

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

That is the question.

While Google allows you to choose your side, Radarly analysed online conversation discussing Star Wars to establish which side the top 10 UK cities (based on volume of posts) belong to.

The side of the force is determined by the volume of 'dark' or 'light' geolocated mentions from a sample of 5 million posts.

Which side of the force does your city belong to?

50/50

London, Liverpool, Birmingham, Cardiff and in particular, Leeds, stand on mutual ground with conversation evenly weighted between light and dark.

The Light Side

Manchester and Nottingham adopt the roles of the legendary light side duo, Hans Solo and Chewbacca. The volume of 'light' posts exceeds the number of the 'dark' posts for both cities, with Nottingham taking part in over 50% more light conversation than dark.

The Dark Side

Scottish cities, Edinburgh and Glasgow rival Manchester and Nottingham, with higher volumes of dark side posts. But, the darkest of them all, the Kylo Ren, the Darth Vader of social media is... Sheffield, with 67% of conversation surrounding the dark side.

"Ahh, hard to see, the Dark Side is."

Yoda, you stand corrected.

Would you like to know more about how you can leverage geolocated social data? Click here for a Radarly demo.

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