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.