Social Pulse: Mapping Emotional Intensity in Reopened and Regionally Reopened States

By: Nicole Martin, MPH

May 22, 2020

Clarabridge Analytics
Clarabridge Engage
Customer Experience
Social Media

Using Clarabridge’s emotional intensity score, our map illustrates how states feel in response to their reopening status.

Date of Data Pull: 5/21/2020 4:14 PM
Source: Twitter, API Connectors
Current Volume: 2,610,303
Date Range: May 14, 2020- May 21, 2020
Tweets Related to COVID-19 & Supplemental Topics Classification Models Used: WHO Framework Model, Emotions Model, & Industry Specific Models

Puzzle sales rose by 370% for leading puzzle company Ravensburger in March as a result of stay at home orders.[1] As some Americans remain at home working on puzzles, lawmakers across the U.S. attempt to solve a different puzzle – the reopening of America at the local, state, and federal levels. Last week we focused on states with partial re-openings and the corresponding emotional intensity. Since that analysis, additional states have fully reopened and other states have implemented regional re-openings. In the past weeks, individuals have expressed curiosity and nervousness about what will happen in their prospective areas. In this post, Clarabridge explores the emotional intensity and topics of social media conversations in fully reopened states compared to regionally reopened states.

The Findings

Using a list published by the New York Times on May 20, 2020 that identified reopened and regionally reopened states, Clarabridge last week created a model using structured and unstructured data to group social media conversations in or about those states. Conversations taking place in the cities and counties that remain closed in regionally reopened states were excluded using filters. Below shows a map of the United States with states colored by their emotional intensity. The key shows the opening status of each state (Green indicates opened, yellow regionally reopened). A brief time laspe contrasts this week’s map with last week’s map.

Tweets in of most fully or regionally reopened states tend to measure as medium emotional intensity because of an aggregated balance of factual, low-emotionally intense conversations and high intensity strong opinions. These tweets typically highlight top news stories and individual opinions related to each state. Clarabridge’s Natural Language Understanding (NLU) Sentence Types filters were used to isolate the social media conversations that show individuals expressing a request (“when you do”, I want”, and so forth).

The large word clouds below show the top requests by individuals in reopened and regionally reopened states. Smaller word clouds beneath drill deeper into tweets about “Masks” and “Reopen”. Individuals within reopened states request protective protocols at their workspaces and for others to continue to abide by safety protocols. Within regionally reopened states, individuals stress about the economic impacts of having major cities still shut down and financial hardships that continue despite some regional reopenings.

Figure 1: Conversation Topics in Reopened States (May 14 – May 21)


Figure 2: Conversation Topics in Regionally Reopened States (May 14 – May 21)

Figure 1 & 2: Above shows word clouds for regionally reopened and reopened states. For reopened states, masks was drilled into. For regionally reopened states, reopen was drilled into reopen.

By using the Sentence Type feature to filter by requests, Clarabridge can then identify the overall emotional intensity for requests within the reopened states and regionally reopened states (seen below). Requests made in fully reopened states have a lower emotional intensity. Within regionally reopened states, requests average to a higher emotional intensity, in part because of the differences in conversations seen above.

Figure 3: Requests by Emotional Intensity in Regionally Reopened and Reopened States (May 14 – 21)

Figure 3: Requests are shown above by regional reopened and reopened states with their emotional intensity. Regionally reopened states have a higher emotional intensity compared to reopened states. 

Clarabridge’s Natural Language Understanding allows for a granular view of individual requests within massive amounts of unstructured data. States can then listen to individual’s requests as they continue to refine policies. Real-time social media data analytics provides a framework to continually listen and trend changes in times of crisis, as we continue to explore throughout this series.

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What’s Next

As policies continue to change, the discussions on social media provide insight into what individuals want in this “new normal”. Next week, I will begin to assess emotional intensity around states and cities that remain shut down compared to reopened and regionally  reopened states. Together, we will begin to identify how states’ and cities’ emotional intensities impact their discussions and the challenges that individuals express..


Other Articles in This Series:

Social Pulse: Mapping Emotional Intensity in Partially Reopened States
Published May 15, 2020

Social Pulse: Redefining a Great Experience
Published May 1, 2020

Social Pulse: Readiness to Return
Published April 24, 2020

Social Pulse: Empathy Through Action
Published April 17, 2020

Social Pulse: An Opportunity to Create Trust with Consumers
Published April 9, 2020

Social Pulse: A Craving for Understanding
Published April 2, 2020

Social Pulse: The Way We See COVID-19 Relate to CX & the Globe
Published March 26, 2020

Social Pulse: How is the World Reacting to the COVID-19 Pandemic?
Published March 20, 2020

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Nicole Martin is currently a consultant at Clarabridge. Prior to Clarabridge, Nicole received her Master of Public Health in Epidemiology from The George Washington University. During her time at GW, Nicole wrote her graduate paper on sexuality, sexual behavior, and mental health. In addition, Nicole taught as a Graduate Assistant for the Biostatistics Department at The George Washington University. During her time at Clarabridge, Nicole has worked with healthcare accounts to enrich their analytic capabilities, created customer journey maps for property and casualty insurance companies, and continued to support innovation for clients across various industry verticals.



1.]Doubek, J. (2020, April 13). With People Stuck At Home, Jigsaw Puzzle Sales Soar – NPR.

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About The Social Pulse Series

Clarabridge has embarked on an independent research project to actively analyze the “emotional pulse” of social media users worldwide during the COVID-19 pandemic. The effort’s main goal is to assess how people are feeling using Clarabridge’s Natural Language Understanding to glean insights from millions of unstructured data records. We hope to inform the public, provide insights to the scientific community and educate Clarabridge customers. The analyses in this series leverages Twitter data collected beginning March 12th using keywords such as “coronavirus,” “covid19”, and “covid-19” from Twitter. We continue to refine data collection and models as the situation evolves.

Clarabridge COVID-19 Command Center 

Questions about Coronavirus? Check out the following:
Centers for Disease Control and Prevention (CDC)
World Health Organization (WHO)
Directory of Local Health Departments