Social media fuels the ‘unusual’ 2015 UK Election

electionAhead of one of Britain’s most bitter, unusual elections in recent memory, Socialbakers has put together a comprehensive look at how social media is affecting the candidates and their parties, writes Alexandra Banks, director of global communications at Socialbakers

The normal Tory or Labour majority is gone, and for this election cycle, it’s not coming back.

Instead, election stories are dominated by less centrist contenders – namely, the declining Liberal-Democrats, the growing fringe that is Nigel Farage’s UK Independence Party (UKIP), and the Greens. In Scotland, the Scottish National Party (SNP) is shaking the tree as well.

In all, the May 7th vote will be like nothing the UK has yet seen. We’re already seeing a last-minute maneuver of support for the incumbent party from 100 of Britain’s biggest names in business, and could yet see the Lib-Dem’s Deputy PM Nick Clegg lose his seat amidst an expected run on incumbent Lib-Dem seats. Labour and Conservatives are neck-and-neck, and poll results differ as to which has the advantage based on if they are phoned in or conducted online. Which is to say, this is going to be absolutely loony.

What better place to get an honest portrait of the state of things than social media, where the people really speak? The results of Socialbakers UK Elections Watch shows some very interesting trends, like:

  • David Cameron is the most-interacted politician, but no one has more back-and-forth with their Fans than UKIP’s NIgel Farage

  • The Greens are growing – they had the most interacted post by more than 3x the next party’s best performer, even though they have fewer Fans and Followers than either of the major parties (and more than the Lib-Dems)

On the heels of last year’s Scotland vote, the Pound’s outperformance of the Euro, the increasing privatization of the NHS, and tax cuts, student issues, and growing immigration numbers, many issues are on UK voters this year. For anyone with a stake in these parliamentary elections – and that’s a lot of us – it is essential to watch how it is being discussed.