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Article 7: Rise of digital politics: why UK parties spend big on Facebook
Article 7: Rise of digital politics: why UK parties spend big on Facebook
Online advertising
get message across
The idea of marketing on Facebook brought by the US consultant Jim Messina (campaign manager of Obama)
Broad demographic data : divides people into groups to deliver targeted mailshots
British politics
Influence of Facebook
Spent about 1.3 m on Facebook in 2015
Consevatives
Spent the most
Mixed results
David Cameron's reelection in 2015, spent 1.2 m (successfully)
Less help to Theresa May in 2017
Made heavy use of Facebook marketing because its canvassing operation is far weaker than Labour's
Video broadcasted : encourage to join leftwing organisation momentum
EU referendum 2016
Marketing messages and media crucial
Boris Johnson campaign : 2,7 m
Labour
Wanted to revamp its campaigning
revamped its contact creator software to allow it to targeted named voters identified by its canvassing via Facebook
577.000 on Facebook for 2017
Not sure how effective their Facebook efforts were
Only see how many people clicked on your ads
Reach people effectively an at low cost
People willing to share content from social media like never before in UK