Dynamic discussions online stress need for in-depth insights on election discourse

Dynamic discussions online stress need for in-depth insights on election discourse – Meltwater

May 12, 2025 , 08:18 PM

(May 12, 2025) – The dynamic of online conversations and public discourse in Southeast Asia, particularly in the Philippines where social media is widely used, stresses the need to observe emerging trends in narratives during election campaign, social listening platform Meltwater said.

Meltwater’s enterprise strategy lead for Southeast Asia, Weldon Fung, emphasized the importance in gathering and analyzing trends and insights on public conversations among Filipinos in the 2025 midterm elections.

“One of the things that we notice is that the dynamism and the conversations and the public discourse is all happening on the social space — I think it’s particularly more important in a market like the Philippines,” Fung said in an interview on Bilang Pilipino election coverage.

“The Philippines overindexes in the number of hours spent on social media [at] over three and a half hours… On top of that, [the country has] 78% penetration of the population into social media as well, which is really high considering the size of the population as well.”

Meltwater, a global leader in media, social and consumer intelligence, collects publicly available data on its partner social media sites such as Facebook, Instagram, X (formerly Twitter), TikTok, Reddit, and other sources such as forums. Through the data, it uses its proprietary artificial intelligence (AI) and large language models to uncover the trends and insights on social media discussions.

For the Bilang Pilipino coverage this year, MQuest Ventures partnered with Meltwater to launch a dashboard designed to monitor trends on digital discussions on the Philippines 2025 elections in real time. The partnership aims to bolster the election coverage and equip journalists and producers with a tool to look into the social media discussions around the elections in depth.

“We’re getting real insights and feedback and discourse on these platforms, essentially. So we’re really starting to see where these emerging topics are happening, and maybe even narratives that are playing out in these campaigns,” said Fung.

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