'Party Time' provides digital snapshot of Singapore elections

The dashboard presents emotional sentiments for each political party in Singapore and identifies the trending discussions from social media. In addition, it is able to show positive and negative online buzz generated on individual group representation constituencies (GRCs) and single member constituencies (SMCs).

The aim of Party Time is to provide the public with a view of the facts, feelings and conversations that are being shared online in real time, unedited and unadulterated. The microsite pulls the information from news sites, selected blogs and online conversations. 

It also searches for keywords related to the 2011 Singapore general elections and assigns a positive or negative sentiment score to each one. 

Users can view the site in three ways: With the 'All Parties' option, viewers can compare the amount of buzz across all contesting parties, with the size of each party logo representing the volume of conversations, blog posts and news articles that mention the party. Plus and minus symbols also indicate the number of positive and negative comments regarding the party.

For the 'Single Party' option, a column of words are shown in relation to the party, as well as a separate column that provides a breakdown of the positive and negative sentiments of the comments.

Finally, 'constituencies' provides users with the sentiment breakdown of comments on each GRC and SMC, shown as red-green columns over each constituency.

Both companies point out, however, that while no effort has been spared to ensure accuracy, the results generated are only an approximation of the sentiments being expressed, and thus should not be taken as definitive or conclusive.

The site was conceived and designed by Tribal DDB while Brandtology handled the data and analysis.