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X Factor social media followers doesn’t necessarily produce votes

X Factor social media infographic reveals even hundreds of thousands of fans on Facebook and Twitter doesn’t necessarily produce winning votes

Friday, 21 October 2011, London, UK ---- ITV’s X Factor 2011 (series 8) experienced its first exit from the public vote last weekend (15-16 October 2011) with Nu Vibe leaving the competition.


Boy band Nu Vibe and one of the most talked about contestants Frankie Cocozza were the first to taste the sing-off experience, receiving the least votes resulting in both acts pitted against each other being in the bottom two out of the 12 remaining acts. Cocozza was saved by the judge’s decision on Sunday, but what was the reaction from social media quarters?


Elemental’s X Factor social media infographics continue to demonstrate the impact that social media is having upon live shows and also upon contestants, ITV’s main social assets, the judges and vice versa.


Rachel Hawkes, account director at Elemental, the communications consultancy that created The X Factor infographic comments, “All of the 12 remaining finalists have substantial followings across Facebook and Twitter, including Frankie and Nu Vibe who found themselves in the bottom two. What is surprising, is that alongside popular contestant from The Girls category (mentored by Kelly Rowland), Janet Devlin, Frankie has the greatest number of online fans – and yet he didn’t receive enough votes to keep him out of the danger zone.”


“Another interesting aspect highlighted by the infographic was the incredible rise in popularity this week by Janet Devlin and Sophie Habibas who maintained her first place position as the contestant with the fastest growing social audience. With Janet, we can attribute this massive spike (sadly) to news of her grandfather breaking – not to detract from her enormous popularity from the outset of the audition shows. Whilst we know that social media isn’t entirely representative of all of the viewers it certainly does give us an indication of which contestants are able to inspire and motivate their fans to pick up the phone and vote,” adds Hawkes.


“We’ll be analysing and recording the numbers again from this weekend (week 3) to see the role social media is playing in relation to the next act to exit. We’ll be looking at how contestants, the programme makers and judges are reacting to it on social media level, or how social environments are reacting to them. We’re likely to know more about how social media is having an impact on The X Factor as the show progresses and eventually comes to its conclusion. In the meantime, the journey so far in how this developing platform is evolving is interesting to analyse,” explains Tim Gibbon, director at Elemental.


For full analysis of week 2 and to keep up-to-date with the latest X Factor social media analysis at the Elemental blog.


----Notes to editors----


The Elemental X Factor infographics are available at the Elemental blog. Week 2 social media analysis may be found here.


Discuss social media analysis including the X Factor face-to-face by visiting Elemental at the mediaPro two-day conference from 01 to 02 November 2011, Olympia 2 London, United Kingdom (UK).


Elemental will be based in the social media consultancy lounge between the social media theatres 1 and 2 (stand Social P12).


For more information and images about Elemental visit the media centre at


The media spokespeople for Elemental are Tim Gibbon, director and Rachel Hawkes, account director. Photographs are available of the Elemental team.


About Elemental Communications 

Elemental is a communications consultancy with over 10 years integrated digital marketing and PR experience. The consultancy works with global, niche and SME brands that wish to engage with their audience off and online, delivering seamless communications.


The consultancy delivers measurable communications that aligns with business objectives, whether its awareness, brand building or to drive sales and footfall -connecting with consumers on a personal level.


As well as undertaking full PR, comms and social media activity on a campaign-by-campaign basis, Elemental also provides strategy, training and support allowing brands to build and retain expertise in-house.

Core services Elemental delivers include:


- B2B and B2C comms
- Media relations and training
- Measurement, strategy and insight
- Off and Online PR
- Online marketing
- Social media and sCRM


Elemental’s brand experience includes Bahamas Tourist Office, Cognifide, Coull, Intel, InfoSpace, Manches, MGM MIRAGE, Modera, NESTA, on-IDLE, Topman, Tunisian Tourist Board, Reebok, Russell Athletic and more.


Learn more about communications consultancy via its case studies, creds the Elemental showreel.

Tags: X Factor, the X Factor, social media, social media measurement, social media monitoring, social media analysis, TV reality shows