As the general election inches nearer, it’s hard to avoid news about the various political parties. Politicians are encroaching further into our everyday lives by appearing all over our social media accounts. Social media was once seen as a way to contact friends far and wide. Now, however, it’s used as a form of advertising, connecting us with brands, celebrities and, of course, politicians.

Political parties using the internet in their campaigns is not a new phenomenon, but the use of social media in campaigns has certainly increased. During the 2015 general election, the Conservatives spent £1.2 million on their digital campaign. In comparison, the Labour Party spent less than £200,000. Some Labour party members believe that Facebook was the reason for their loss [Paywall] in the last general election.

Although we don’t yet know this year’s digital marketing budgets, we are already seeing some fierce use of social media from political parties.

The increased use of social media in the General Election

Under 30s are the predominant users of Facebook, Twitter and Instagram. Facebook has over a billion daily users. This means getting a brand and message out there is crucial, particularly to get the message to the younger demographic.

It’s clear to see that Labour has upped its social media presence during this general election. Jeremy Corbyn is the only political leader to use Snapchat as a form of engaging the younger demographic. His presence on Facebook, Twitter and Instagram demonstrates his attempts to reach out far and wide.

For the first time ever in a general election, we have seen politicians and parties interacting with each other on social media. Jeremy Corbyn asked Theresa May a question in her Facebook Live interview. In addition, the Liberal Democrats responded to an accusation on Facebook from the Conservatives that they would create a “coalition of chaos” with other parties.

The increased use of social media advertising may not be a good thing. The Bureau of Investigative Journalism claims that Facebook adverts targeted at people based on their demographic are unmonitored and could be spreading false information. As it is a relatively new part of digital campaigning, there are no regulations or checks in place.

Will social media affect the results?

Some argue that by looking at social media, we can predict the outcome of the general election results. By measuring social media engagement and various other online searches, some companies did predict that Donald Trump would get elected, despite polls saying the opposite. The same company that predicted Trump’s win, BrandsEye, claims that negativity towards Theresa May is increasing on social media. Part of this was after her visit to the USA to meet Donald Trump. Will BrandsEye predict correctly again?

It is evident that social media is hugely influential during the general election. With the ability to follow and connect with individual party leaders, people can feel more engaged and connected. It also means that people don’t need to read or watch the news to find out all of their information and keep up with the latest party politics.

However, it’s important to remember that social media followers don’t equate to votes. Some of these followers may not be legally able to vote if they are under 18 or not citizens of the UK. Despite the aim to connect with the younger demographic on social media, we know that this group of people are the least likely to vote.

What can we learn from politicians using social media?

It’s evident that people like to consume their political news via social media. What can we discover from the actions and intentions of political parties and individuals on social media?

Social media is essential: One of the clear things we can take away is that social media matters and can make a big difference to a brand. It’s not only a way to reach out to a certain demographic, but it can make a brand and a name well-known, too. Facebook allows you to tailor adverts to specific demographics, which can be used as a vital advertising tool.

Hashtags can make a difference: Digital marketing guru Neil Patel has taken a close look at the US election and the effect of social media campaigns. Trending hashtags were huge and can be used as a way to create a message and rally people together.

It’s not all about numbers: Jeremy Corbyn has, by far, the most followers on social media. A Twitter account can have a large following, but that doesn’t lead to votes — the same way that a business can have a million followers on Twitter, but each follower doesn’t lead to a sale. While it’s important to concentrate on the numbers, it’s not the sole focus. When using social media, make sure you’re not just giving information. Engaging your audience is the key.

 

By Helen Anglin, digital PR expert at Exposure Ninja

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