Posts Tagged: social media

Will The Conservative Party’s investment in social media swing the vote?


socia2Will The Conservative Party’s investment in social-media campaigning make a difference on polling day?

If 2010’s poll was the social-media election, 2015’s could be dubbed, as it has been by Facebook, the ‘conversational election’. This reflects how the two-way exchange between voters and political parties has hit unprecedented levels, powered by social media platforms such as Twitter and Facebook.

The Conservative Party has made the latter a key part of its campaigning, spending more than £100,000 a month on the network.

The party clearly understands the benefits of online, relaunching its YouTube channel in March and creating a playlist titled ‘Find out more about our plan’, which attracted 11,000 views. Nonetheless, much of the Tories’ message on social has been unashamedly anti-Labour, with tweets during the leaders’ debates focused on mocking Labour leader Ed Miliband.

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Could social media persuade young voters to get involved?

(Peter Kirkeskov Rasmussen/Flickr)

(Peter Kirkeskov Rasmussen/Flickr)

How do we encourage higher democratic participation amongst first-time voters who have a notoriously low turnout on Election day?

According to a report by the IPPR voters are becoming increasingly older and wealthier. The think tank said it is a rather serious issue because, “…governments are more likely to frame policies that appeal to groups who do vote, and neglect the interests of those who don’t, leading to greater political inequality.”

The IPPR added: “There is now clear evidence that younger voters who don’t vote are less likely than previous generations to develop the habit of voting as they move into middle age.”

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The five stages of modern political campaigning

labour poster

Ah, the good old days. When it was simply a case of whacking up the “Labour isn’t working” or “Demon Eyes” posters and letting the voters do the rest, writes Ben Stephens, executive chairman, Stack.

labour posterPolitical marketing has to work much harder in modern times. Marketing techniques have advanced to match voter behaviour and parties need to follow the new rules of political campaigning if they’re to galvanise voters.

While the 2010 General Election was dubbed by many as the first digital election, Facebook was still at a nascent stage so there’s a strong case for this year’s election being the first at which digital media, especially social channels, will play a key role in the political parties’ marketing efforts. You only have to look at recent coverage of the Conservative Party spending more than £1 million on Facebook to build “likes” to see that parties are taking digital channels seriously.

This is due, in part, to a situation where the election will be decided by a very small group of people in a very small number of marginal constituencies, providing a lift in the use of targeted digital and social media channels. However, we’re also set to witness a boom in more traditional marketing techniques as political parties look to captivate and galvanise voters.

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