Social media is playing an ever increasing role as a source of political information, debate and interaction. In the last Parliament, 87% of MPs were active on Twitter, while parties have heavily invested in Facebook.
A report last year by Demos highlighted that 23% of adult social media users think social media helps them to understand parties’ policy positions ahead of elections and 26% say social media engagement made them more likely to vote.
With this in mind, campaigning over and people heading out today to cast their vote, WA has analysed the content of the Twitter conversation amongst incumbent MPs throughout an election that has defied almost all expectations. While less than half of the UK population uses Twitter (45%), it is MPs’ platform of choice – and as such, their activity can tell us a considerable amount about each party’s strategy.
The period since Theresa May stood outside 10 Downing Street to announce she would in fact be calling a snap election saw an immediate ramping-up of online activity and a marked polarisation of the conversation as expected – though it is interesting to note the extent of activity hasn’t quite hit the heights of engagement witnessed from MPs throughout the EU referendum campaign last summer.
The Conservatives are renowned for party discipline and for the first few weeks of the campaign the catch-phrases they were tweeting and posting out dutifully echoed May’s mantra of ‘strong and stable leadership’ and the need to strengthen her hand and negotiating position as the UK navigates its exit from the European Union.
Whilst the expectation was that the election would be dominated by conversations around the UK leaving the EU, this election has taken several twists and turns with security, social care and the NHS emerging as key issues. Conservatives’ online conversations have clearly focused on Brexit, however the NHS/health, schools, housing – as well as terrorism and security, quite rightfully given the recent tragic events – have also all been prominent, especially as campaigning has gone on.
Labour buzzwords also come as no surprise, with catch-phrases utilised by Labour on social media centring around inequality and social justice. We see the party presenting itself as supporting the ‘weak against the strong’ and hoping to deliver ‘a Britain for the many not the few’ and ‘a richer country for everyone’. Looking at the range of topics discussed by Labour MPs online, it’s clear the Party have made a concerted effort to broaden the debate to ensure the General Election was not just about Brexit, instead highlighting issues Labour are traditionally strong on – such as the schools, public services, police staffing or the NHS.
Taking a look at content produced by the SNP online, it seems clear that positioning themselves vis-à-vis Brexit, the Tory Government and Westminster have been key themes of their campaign. Content includes the SNP campaigning for a ‘strong voice in Westminster’ and a ‘fairer Scotland’. Interestingly, instead of focussing on a second Scottish referendum or independence, we’ve seen SNP incumbent MPs focus on issues likely to highlight what the SNP see as the key difference in values between Tory England and Scotland, particularly over such topics as Brexit and approaches to public spending.
The Lib Dem fightback, that never really materialised, has left the Liberal Democrat catch phrases online – centring around the theme of taking the country in ‘a new direction’ – ringing a little hollow and failing to gain much cut through. Crucially, their second Brexit referendum pledge hasn’t seemed to have attracted as many as hoped. So, whilst we see incumbent Lib Dem MPs describing their vision of an ‘open’, ‘tolerant’ and ‘united’ Britain online, we also see there has been far more focus on issues like the NHS and healthcare – in particular at the mid-point of the campaign – than on Brexit.
Will the Conservatives’ decision to make the Election about Brexit pay off? Has Labour’s attempt to offer a broad vision of a Corbyn-led UK struck any chords, or did they ultimately spread themselves too thin? Has the Lib Dem’s change of focus mid-campaign highlighted a lack of appetite for a second referendum on Brexit, and was the SNP’s decision to downplay the prospect of indyref2 a sensible strategy? Let’s see tomorrow.