Preaching to an apathetic generation

By Billie Andersen

The 2008 American presidential election was ground-breaking for a number of reasons; notably that it was the first ‘social media election’. Then in 2009 came the controversial Iranian election where social media played a different, but debatably equally important role. Social media is set to play an equally important role in the upcoming UK election. The question however, is whether the potential of such channels will be realised by any of the parties.

Both official and unofficial campaigns are raging online among the major political parties. Mr Cameron himself is tweeting away, even though the party saw the dark side of social media after doctored Tory posters went viral. Labour has been working on their social media presence, with Gordon appointing an MP to be in charge of all things social, and the creation of Twitter accounts and blogs. Some of the great unwashed are using social media to launch their own campaigns, and the Liberal Democrats are the focus of such a campaign called ‘InVinceCable’, which is pushing for Cable to be made Chancellor of the Exchequer in the event of a hung parliament.

A large proportion of Obama’s social media strategy in his run up to the presidential election was an email campaign. The UK parties have cottoned onto this and started their own email campaigns, however none of them really seems to be taking full advantage of this, or any of the other social media channels. Usability guru Jakob Nielsen has taken a look at the email campaigns and has ranked the Conservatives as coming out on top across a number of factors, including email design. Labour, however, have stated that they have a more sophisticated emailing campaign, where they can target their emails at voters more efficiently.

Social media has also presented an opportunity for the previously unheard to voice their support. Last week Christina Odone made an error of judgement when she posted an unpleasant attack on Lib Dem MP Dr Evan Harris on the Telegraph website. This included inaccuracies and unpleasantries, referring to him as “Dr Death”. Gone are the days when people can make such comments without rebuff (did Jan Moir’s attack on Stephen Gately teach us nothing?) Apart from a few ramblings in support of Christine, Dr Death’s supporters inundated the site with support after a ‘rallying cry’ was placed on Twitter.

The potential role for social media in this election is huge, both in engaging voters and evaluating the effectiveness of campaigns. Historically, younger demographics are disengaged with politics. However, social media might be just the ticket to rectify this. According to a study by Lightspeed Research on behalf of New Media Age, social media such as Facebook and Twitter campaigns, is increasing interest in the upcoming election in more than half of 18-21 year olds. The report also showed that over half of 18-25 year olds are more inclined to think favourably of parties using social media as part of their campaign strategy.

So maybe the political landscape will change. Social media will not only make people aware of what is happening, but might also make them seem closer to the ‘action’ and might make them believe that their vote can make a difference. Speaking to people using the channels they are familiar with and receptive to, will no doubt make party political messages resonate more.

It’s impossible to tell yet how much of an effect social media will have on the election result, but increasing political awareness among the younger generation can only be a good thing.