The UK Social media political arms race

Written By: - Date published: 7:56 am, November 19th, 2017 - 8 comments
Categories: election 2017, greens, International, internet, interweb, jacinda ardern, Jeremy Corbyn, labour, Media, national, the praiseworthy and the pitiful, twitter, uk politics - Tags:

I read an interesting article written by Robert Peston and published in the Spectator recently. It was about the use of social media by the big parties in the United Kingdom, and that Labour was winning this particular battle convincingly.

From the article:

There is a naive belief at the top of government that because the Tories are only a fart’s yard behind Labour in the polls — despite daily manifestations of schism, scandal and incompetence — everything will turn out fine in the end. But this is to ignore the party’s greatest structural weakness: it is clueless in cyberspace. On the social media battlefield, it is fighting with knitting needles against Labour’s laser-guided missiles.

The crude stats are humiliating for Theresa May. Her Twitter and Facebook accounts have 411,000 and 540,000 followers respectively, compared with 1.6 million and 1.4 million for Jeremy Corbyn. His online films and tweets are seen by millions, — many times the number who hang on the Prime Minister’s digital words. This social media deficit will be a serious problem for whoever leads the Conservative party into the next general election because that is where the marginal voters who determine the outcomes of elections and plebiscites are recruited or alienated. David Cameron’s lame jibe from 2009 that ‘too many tweets make a twat’ is redolent of another era, laying him open to the twin charge of casual sexism and techno-politics Luddism.

The equivalent statistics in New Zealand are that Jacinda Ardern has 141 thousand facebook likes and 113 thousand twitter followers. Bill English has 118 thousand facebook likes and 29 thousand twitter followers.  Ardern is ahead although English is not so far behind.  The difference is significant however.

Interestingly Chloe Swarbrick has 34 thousand facebook likes and 14 thousand twitter followers.  She also had more facebook likes than Phil Goff during the last Auckland super city mayoral campaign which given her limited resources was a phenomenal feat.  Clearly she is someone who understands social media.

The data from during the recent UK election campaign clearly showed the momentum that Corbyn was enjoying:

According to Labour’s own stats, ‘likes’ of Corbyn’s page rose 31 per cent during the campaign, to 1.2 million, with the number of people he reached every week soaring from under four million to more than 24 million. And his videos were seen 22 million times in the first week of June, up from 2.5 million in April. Which probably means that the Labour leader personally on social media outperformed May in impact by a factor of more than two to one. As for the Labour party as a social-media player in its own name, it also punched through to far more people than did the Tories. According to the social media agency We Are Social, Labour increased its social media following by 61 per cent to 868,000 in the first six weeks of the battle, compared with 6 per cent to 596,000 for the Tories.

Facebook likes in New Zealand has Labour ahead of National by 103 thousand to 92 thousand likes and for twitter the numbers are Labour 31 thousand and National 15 thousand.

And why is this important?

What matters perhaps most is that a majority of us mistrust the established media, and instinctively place greater trust in what friends or contacts share with us on Facebook and Twitter. The act of sharing is a personal endorsement, which lends an article or video greater credibility. Throughout this year’s election, this massively helped Labour: all I could see in my own news feeds were people angry about the government failing to provide adequate resources to schools and hospitals, or furious about its proposal to make old people pay more towards their own social care.

So Labour’s greatest advantage over the Tories may be that it is part of a broader movement, much of it on social media. There are lots of closed Corbyn-supporting Facebook groups that share pretty much anything he puts out. And then there is Momentum, a movement explicitly created to support him.

Its social media activity complemented Labour’s, and the Tories had no equivalent. One of its videos, ‘Daddy, why do you hate me?’, a conversation between a little girl and her dad set in 2030 about why he had voted for Theresa May and ruined her life prospects, was watched 5.4 million times in two days. Momentum also fomented ‘WhatsApp cascades’ on polling day, or messages shared on WhatsApp with an estimated 400,000 young people that were designed to get the vote out. For what it’s worth, all the successful digital media players, Momentum and Vote Leave for example, have noticed that WhatsApp and text messages are vastly more efficient ways of communicating than emails, which tend to be treated by recipients as junk and ignored.

I agree that the Tories’ social media was ham fisted.  In New Zealand it was not so bad, rather lame but not so bad.  Although Labour’s and the Greens’ social media campaigns were clearly better and from a point of pending disaster two months out from the election helped to create a Labour surge and arrest the Greens’ decline.

Social media is not the be all and end all.  Social media bubbles are the biggest creators of wasted campaigning times there is.  For a campaign to succeed it needs to cut through out of bubbles of friendly progressives and make its way into other groups.  Corbyn’s social media is an example of what to do.

Update:  Added the link to the article,  Not sure how I missed that out …

8 comments on “The UK Social media political arms race ”

  1. Sparky 1

    Yes Labour in the UK seem to be doing better but then its not hard when the Tories are making such a pigs ear out of their time in office.

    What is concerning is the presence of 90’s style “New Labour” inside this party. Its far from being Corbyn’s party. What does this mean for UK Labour is hard to say but if they fail to deliver on their promises to voters they may find social media can be a good friend but a worse adversary. Something the current NZ Labour led govt should keep in mind.

    https://www.theguardian.com/politics/2015/nov/11/blairies-brownites-corbyn-refuseniks-where-do-the-new-labour-tribes-go-now

  2. One Two 2

    Unfortunate war reference in the title

    Digital media is NOT the frontline of political ‘anything’ except deceit..

    5-10 years and the mirage of social media is done…

    • One Anonymous Bloke 2.1

      War is practiced by deception, so if social media is a vehicle for deceit, the reference is entirely apt.

  3. carlite 3

    Social media has less and less to do with popularity now and more to do with how well-manicured the posts are, and how much money is thrown at them. Now that Labour is in government, it would be surprising to see them drop below National’s figures, now that they have the parliamentary service publicity to help them.

  4. greywarshark 4

    Well managed social media should give the recipient the feeling that they are up with the vanguard and if they want change then they will be informed of what new stuff is being released along with headlines to the media. They will feel they count, they are not apathetic, they can get informed and be asked for opinion. it is getting closer to participatory not representative government. When people are used to not thinking, haven’t got the fire or the confidence to ask for more, then they have to be counselled in how to do it.

    If Labour wants to reach those people, they could start running assertiveness and goal planning classes. Then they keep them on side as people who think, Why, and What if, and Could this work better and way-to-go. And communicate with the people who have done their workshops so they practice their new skills on standing up and presenting themselves and their ideas. Otherwise we get the wise-guys at the top telling the others, go on strike, don’t go on strike, we know best, ask for double and you’ll get what you want and other ploys. It’s important to work out new ploys and try to do so rationally so they work for the good of all.

  5. Philg 5

    MSM is in a steady decline, along with public trust…. Social media influence, with the young folk is steadily growing. A case of buyer beware. I await the blurring of MSM with social media.

  6. bwaghorn 6

    had tea with a kiwi who’s been in the uk for 30 years , he couldn’t stand corbyn until corbyn started getting air time , thinks he’s the be’es knees , and intends to vote uk labour next time after voting tory for 30 years, also reckons the muppet boris will be leader of the torys before the next election . he believes there will be an election in the near future, no idea if he knows what hes talking about.

  7. DS 7

    This is more important in the UK than New Zealand, because the Murdoch Press plays such a larger role there – basically, social media allowed Corbyn to bypass the newspaper hatred.

Recent Comments

Recent Posts

  • New Zealand Sign Language Week an opportunity for anyone to sign
    New Zealand Sign Language Week is an excellent opportunity for all Kiwis to give the language a go, Disabilities Issues Minister Louise Upston says. This week (May 6 to 12) is New Zealand Sign Language (NZSL) Week. The theme is “an Aotearoa where anyone can sign anywhere” and aims to ...
    BeehiveBy beehive.govt.nz
    12 hours ago
  • Next stop NASA for New Zealand students
    Six tertiary students have been selected to work on NASA projects in the US through a New Zealand Space Scholarship, Space Minister Judith Collins announced today. “This is a fantastic opportunity for these talented students. They will undertake internships at NASA’s Ames Research Center or its Jet Propulsion Laboratory (JPL), where ...
    BeehiveBy beehive.govt.nz
    12 hours ago
  • $1.9 billion investment to keep NZ safe from crime
    New Zealanders will be safer because of a $1.9 billion investment in more frontline Corrections officers, more support for offenders to turn away from crime, and more prison capacity, Corrections Minister Mark Mitchell says. “Our Government said we would crack down on crime. We promised to restore law and order, ...
    BeehiveBy beehive.govt.nz
    13 hours ago
  • OECD reinforces need to control spending
    The OECD’s latest report on New Zealand reinforces the importance of bringing Government spending under control, Finance Minister Nicola Willis says. The OECD conducts country surveys every two years to review its members’ economic policies. The 2024 New Zealand survey was presented in Wellington today by OECD Chief Economist Clare Lombardelli.   ...
    BeehiveBy beehive.govt.nz
    15 hours ago
  • Agreement delivers Local Water Done Well for Auckland
    The Government has delivered on its election promise to provide a financially sustainable model for Auckland under its Local Water Done Well plan. The plan, which has been unanimously endorsed by Auckland Council’s Governing Body, will see Aucklanders avoid the previously projected 25.8 per cent water rates increases while retaining ...
    BeehiveBy beehive.govt.nz
    2 days ago
  • Gaza and the Pacific on the agenda with Germany
    Foreign Minister Winston Peters discussed the need for an immediate ceasefire in Gaza, and enhanced cooperation in the Pacific with German Foreign Minister Annalena Baerbock during her first official visit to New Zealand today.    "New Zealand and Germany enjoy shared interests and values, including the rule of law, democracy, respect for the international system ...
    BeehiveBy beehive.govt.nz
    3 days ago
  • Decision allows for housing growth in Western Bay of Plenty
    The Minister Responsible for RMA Reform, Chris Bishop today released his decision on four recommendations referred to him by the Western Bay of Plenty District Council, opening the door to housing growth in the area. The Council’s Plan Change 92 allows more homes to be built in existing and new ...
    BeehiveBy beehive.govt.nz
    4 days ago
  • Speech to New Zealand China Council
    Thank you, John McKinnon and the New Zealand China Council for the invitation to speak to you today.    Thank you too, all members of the China Council. Your effort has played an essential role in helping to build, shape, and grow a balanced and resilient relationship between our two ...
    BeehiveBy beehive.govt.nz
    4 days ago
  • Modern insurance law will protect Kiwi households
    The Government is modernising insurance law to better protect Kiwis and provide security in the event of a disaster, Commerce and Consumer Affairs Minister Andrew Bayly announced today. “These reforms are long overdue. New Zealand’s insurance law is complicated and dated, some of which is more than 100 years old. ...
    BeehiveBy beehive.govt.nz
    4 days ago
  • Government recommits to equal pay
    The coalition Government is refreshing its approach to supporting pay equity claims as time-limited funding for the Pay Equity Taskforce comes to an end, Public Service Minister Nicola Willis says.  “Three years ago, the then-government introduced changes to the Equal Pay Act to support pay equity bargaining. The changes were ...
    BeehiveBy beehive.govt.nz
    5 days ago
  • Transforming how our children learn to read
    Structured literacy will change the way New Zealand children learn to read - improving achievement and setting students up for success, Education Minister Erica Stanford says.  “Being able to read and write is a fundamental life skill that too many young people are missing out on. Recent data shows that ...
    BeehiveBy beehive.govt.nz
    5 days ago
  • NZ not backing down in Canada dairy dispute
    Trade Minister Todd McClay says Canada’s refusal to comply in full with a CPTPP trade dispute ruling in our favour over dairy trade is cynical and New Zealand has no intention of backing down. Mr McClay said he has asked for urgent legal advice in respect of our ‘next move’ ...
    BeehiveBy beehive.govt.nz
    5 days ago
  • Stronger oversight for our most vulnerable children
    The rights of our children and young people will be enhanced by changes the coalition Government will make to strengthen oversight of the Oranga Tamariki system, including restoring a single Children’s Commissioner. “The Government is committed to delivering better public services that care for our most at-risk young people and ...
    BeehiveBy beehive.govt.nz
    5 days ago
  • Streamlining Building Consent Changes
    The Government is making it easier for minor changes to be made to a building consent so building a home is easier and more affordable, Building and Construction Minister Chris Penk says.      “The coalition Government is focused on making it easier and cheaper to build homes so we can ...
    BeehiveBy beehive.govt.nz
    5 days ago
  • Minister acknowledges passing of Sir Robert Martin (KNZM)
    New Zealand lost a true legend when internationally renowned disability advocate Sir Robert Martin (KNZM) passed away at his home in Whanganui last night, Disabilities Issues Minister Louise Upston says. “Our Government’s thoughts are with his wife Lynda, family and community, those he has worked with, the disability community in ...
    BeehiveBy beehive.govt.nz
    5 days ago
  • Speech to New Zealand Institute of International Affairs, Parliament – Annual Lecture: Challenges ...
    Good evening –   Before discussing the challenges and opportunities facing New Zealand’s foreign policy, we’d like to first acknowledge the New Zealand Institute of International Affairs. You have contributed to debates about New Zealand foreign policy over a long period of time, and we thank you for hosting us.  ...
    BeehiveBy beehive.govt.nz
    6 days ago
  • Accelerating airport security lines
    From today, passengers travelling internationally from Auckland Airport will be able to keep laptops and liquids in their carry-on bags for security screening thanks to new technology, Transport Minister Simeon Brown says. “Creating a more efficient and seamless travel experience is important for holidaymakers and businesses, enabling faster movement through ...
    BeehiveBy beehive.govt.nz
    6 days ago
  • Community hui to talk about kina barrens
    People with an interest in the health of Northland’s marine ecosystems are invited to a public meeting to discuss how to deal with kina barrens, Oceans and Fisheries Minister Shane Jones says. Mr Jones will lead the discussion, which will take place on Friday, 10 May, at Awanui Hotel in ...
    BeehiveBy beehive.govt.nz
    6 days ago
  • Kiwi exporters win as NZ-EU FTA enters into force
    Kiwi exporters are $100 million better off today with the NZ EU FTA entering into force says Trade Minister Todd McClay. “This is all part of our plan to grow the economy. New Zealand's prosperity depends on international trade, making up 60 per cent of the country’s total economic activity. ...
    BeehiveBy beehive.govt.nz
    6 days ago
  • Mining resurgence a welcome sign
    There are heartening signs that the extractive sector is once again becoming an attractive prospect for investors and a source of economic prosperity for New Zealand, Resources Minister Shane Jones says. “The beginnings of a resurgence in extractive industries are apparent in media reports of the sector in the past ...
    BeehiveBy beehive.govt.nz
    6 days ago
  • Ō-Rākau Remembrance Bill passes first reading
    The return of the historic Ō-Rākau battle site to the descendants of those who fought there moved one step closer today with the first reading of Te Pire mō Ō-Rākau, Te Pae o Maumahara / The Ō-Rākau Remembrance Bill. The Bill will entrust the 9.7-hectare battle site, five kilometres west ...
    BeehiveBy beehive.govt.nz
    7 days ago
  • Government to boost public EV charging network
    Energy Minister Simeon Brown has announced 25 new high-speed EV charging hubs along key routes between major urban centres and outlined the Government’s plan to supercharge New Zealand’s EV infrastructure.  The hubs will each have several chargers and be capable of charging at least four – and up to 10 ...
    BeehiveBy beehive.govt.nz
    7 days ago
  • Residential Property Managers Bill to not progress
    The coalition Government will not proceed with the previous Government’s plans to regulate residential property managers, Housing Minister Chris Bishop says. “I have written to the Chairperson of the Social Services and Community Committee to inform him that the Government does not intend to support the Residential Property Managers Bill ...
    BeehiveBy beehive.govt.nz
    7 days ago
  • Independent review into disability support services
    The Government has announced an independent review into the disability support system funded by the Ministry of Disabled People – Whaikaha. Disability Issues Minister Louise Upston says the review will look at what can be done to strengthen the long-term sustainability of Disability Support Services to provide disabled people and ...
    BeehiveBy beehive.govt.nz
    7 days ago
  • Justice Minister updates UN on law & order plan
    Justice Minister Paul Goldsmith has attended the Universal Periodic Review in Geneva and outlined the Government’s plan to restore law and order. “Speaking to the United Nations Human Rights Council provided us with an opportunity to present New Zealand’s human rights progress, priorities, and challenges, while responding to issues and ...
    BeehiveBy beehive.govt.nz
    7 days ago
  • Ending emergency housing motels in Rotorua
    The Government and Rotorua Lakes Council are committed to working closely together to end the use of contracted emergency housing motels in Rotorua. Associate Minister of Housing (Social Housing) Tama Potaka says the Government remains committed to ending the long-term use of contracted emergency housing motels in Rotorua by the ...
    BeehiveBy beehive.govt.nz
    7 days ago
  • Trade Minister travels to Riyadh, OECD, and Dubai
    Trade Minister Todd McClay heads overseas today for high-level trade talks in the Gulf region, and a key OECD meeting in Paris. Mr McClay will travel to Riyadh to meet with counterparts from Saudi Arabia and the Gulf Cooperation Council (GCC). “New Zealand’s goods and services exports to the Gulf region ...
    BeehiveBy beehive.govt.nz
    1 week ago
  • Education priorities focused on lifting achievement
    Education Minister Erica Stanford has outlined six education priorities to deliver a world-leading education system that sets Kiwi kids up for future success. “I’m putting ambition, achievement and outcomes at the heart of our education system. I want every child to be inspired and engaged in their learning so they ...
    BeehiveBy beehive.govt.nz
    1 week ago
  • NZTA App first step towards digital driver licence
    The new NZ Transport Agency (NZTA) App is a secure ‘one stop shop’ to provide the services drivers need, Transport Minister Simeon Brown and Digitising Government Minister Judith Collins say.  “The NZTA App will enable an easier way for Kiwis to pay for Vehicle Registration and Road User Charges (RUC). ...
    BeehiveBy beehive.govt.nz
    1 week ago
  • Supporting whānau out of emergency housing
    Whānau with tamariki growing up in emergency housing motels will be prioritised for social housing starting this week, says Associate Housing Minister Tama Potaka. “Giving these whānau a better opportunity to build healthy stable lives for themselves and future generations is an essential part of the Government’s goal of reducing ...
    BeehiveBy beehive.govt.nz
    1 week ago
  • Tribute to Dave O'Sullivan
    Racing Minister Winston Peters has paid tribute to an icon of the industry with the recent passing of Dave O’Sullivan (OBE). “Our sympathies are with the O’Sullivan family with the sad news of Dave O’Sullivan’s recent passing,” Mr Peters says. “His contribution to racing, initially as a jockey and then ...
    BeehiveBy beehive.govt.nz
    1 week ago
  • Speech – Eid al-Fitr
    Assalaamu alaikum, greetings to you all. Eid Mubarak, everyone! I want to extend my warmest wishes to you and everyone celebrating this joyous occasion. It is a pleasure to be here. I have enjoyed Eid celebrations at Parliament before, but this is my first time joining you as the Minister ...
    BeehiveBy beehive.govt.nz
    1 week ago
  • Government saves access to medicines
    Associate Health Minister David Seymour has announced Pharmac’s largest ever budget of $6.294 billion over four years, fixing a $1.774 billion fiscal cliff.    “Access to medicines is a crucial part of many Kiwis’ lives. We’ve committed to a budget allocation of $1.774 billion over four years so Kiwis are ...
    BeehiveBy beehive.govt.nz
    1 week ago
  • Pharmac Chair appointed
    Hon Paula Bennett has been appointed as member and chair of the Pharmac board, Associate Health Minister David Seymour announced today. "Pharmac is a critical part of New Zealand's health system and plays a significant role in ensuring that Kiwis have the best possible access to medicines,” says Mr Seymour. ...
    BeehiveBy beehive.govt.nz
    1 week ago
  • Taking action on Fetal Alcohol Spectrum Disorder
    Hundreds of New Zealand families affected by Fetal Alcohol Spectrum Disorder (FASD) will benefit from a new Government focus on prevention and treatment, says Health Minister Dr Shane Reti. “We know FASD is a leading cause of preventable intellectual and neurodevelopmental disability in New Zealand,” Dr Reti says.  “Every day, ...
    BeehiveBy beehive.govt.nz
    1 week ago
  • New sports complex opens in Kaikohe
    Regional Development Minister Shane Jones today attended the official opening of Kaikohe’s new $14.7 million sports complex. “The completion of the Kaikohe Multi Sports Complex is a fantastic achievement for the Far North,” Mr Jones says. “This facility not only fulfils a long-held dream for local athletes, but also creates ...
    BeehiveBy beehive.govt.nz
    1 week ago
  • Diplomacy needed more than ever
    Foreign Minister Winston Peters’ engagements in Türkiye this week underlined the importance of diplomacy to meet growing global challenges.    “Returning to the Gallipoli Peninsula to represent New Zealand at Anzac commemorations was a sombre reminder of the critical importance of diplomacy for de-escalating conflicts and easing tensions,” Mr Peters ...
    BeehiveBy beehive.govt.nz
    1 week ago
  • Anzac Commemorative Address, Buttes New British Cemetery Belgium
    Ambassador Millar, Burgemeester, Vandepitte, Excellencies, military representatives, distinguished guests, ladies and gentlemen – good morning and welcome to this sacred Anzac Day dawn service.  It is an honour to be here on behalf of the Government and people of New Zealand at Buttes New British Cemetery, Polygon Wood – a deeply ...
    BeehiveBy beehive.govt.nz
    2 weeks ago
  • Anzac Commemorative Address – NZ National Service, Chunuk Bair
    Distinguished guests -   It is an honour to return once again to this site which, as the resting place for so many of our war-dead, has become a sacred place for generations of New Zealanders.   Our presence here and at the other special spaces of Gallipoli is made ...
    BeehiveBy beehive.govt.nz
    2 weeks ago
  • Anzac Commemorative Address – Dawn Service, Gallipoli, Türkiye
    Mai ia tawhiti pamamao, te moana nui a Kiwa, kua tae whakaiti mai matou, ki to koutou papa whenua. No koutou te tapuwae, no matou te tapuwae, kua honoa pumautia.   Ko nga toa kua hinga nei, o te Waipounamu, o te Ika a Maui, he okioki tahi me o ...
    BeehiveBy beehive.govt.nz
    2 weeks ago

Page generated in The Standard by Wordpress at 2024-05-06T17:47:07+00:00