The social election – the week of emails

The social election – the week of emails
SHARE
THIS



With less than 30 days until the September 7th election, I did what any other political outsider looking to get a better grasp of Aussie politics would do … I signed up to receive email correspondence from each of the four big parties.  (Given my personal lean towards the effectiveness of twitter as a social platform, I also decided “to follow” each of them there as well.  (Labor, Liberals, Nationals, and Greens) 

As an expat working at the crossroads between social media and digital marketing, I signed up much more as an exercise in understanding how these parties were going to use email and social media in messaging to me, as opposed to a deep desire to understand the political differences of very different political systems.

Without fail, in just a few hours my inbox was pinged with well crafted, short, and pretty direct emails from each of the major parties outlining their positions, sharing their talking points, and reminding me that there’s limited time to make an impact.

The calls to action were simple – donate a few bucks, volunteer some time to make calls or knock on doors, or just share each respective party’s message of change.  To be frank, this rather simple exercise yielded a pretty interesting finding: that the tactical deployment of email didn’t really differ substantially from party to party.  And given that email still remains the single most effective driver of individual action, I thought to myself that the gap between parties in this very specific area wasn’t very wide.

Even those following politics in this country at the most cursory level are certain to have seen a pretty significant uptick in social media chatter regarding the Federal election during the past week.  A quick search on twitter for the “AusElection2013”, just one of many hashtags linking together social conversations regarding the election, yields countless tweets from the socially active willing to share their opinion at any given moment. 

While some tweets are directed specifically at Kevin Rudd or Tony Abbott (or to their respective parties), others are more high level and just group together the themes that seemingly matter the most to Australians-i.e, the economy, immigration, the environment, etc.

This very transition to social marks an important shift in how politics is conducted in Australia as social media will continue to reshape the conversation, faster and more quickly than traditional avenues.

And as a quick cheat sheet in how I see the different platforms performing, I would argue the following:

Facebook – will be the hub where all political parties try to rally their most committed supporters and most loyal activists.  Keep an eye on Facebook to see real opportunities for engagement offline.

Twitter – the quick and dirty way to get out facts, attack the opposition, rebut specific arguments, and generally seed very high level messages.

YouTube – perhaps the single most UNDERLEVERAGED resource in Aussie politics.  There are countless ways in which to use YouTube effectively to energize supporters and spread your message through video (which is a very powerful medium in politics) … and I think both parties could do more here.

Instagram – well, Rudd and Labor definitely have a leg up here given that no one else is active.  But Instagram is a clever and innovative platform to humanize a candidate and demonstrate that he’s just like any one else.  And while the pic of him having nicked himself shaving had mixed reviews, I thought it was clever, spontaneous, authentic, and timely … exactly the message it wanted. 

Please login with linkedin to comment

Latest News

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
  • Advertising
  • Marketing
  • Media

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp

Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
  • Media

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’

Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
  • Advertising
  • Marketing

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes

According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]

by B&T Magazine

B&T Magazine
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
  • Media

Maddison Connaughton Ends Time As Editor Of The Saturday Paper

Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]

Teenage boy wearing headphones works at desk in his bedroom
  • Media

New Research Names Olivia Rodrigo And BTS The Most Popular Study Music

Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]

Happy woman drinking tea and waving to someone while having video call over desktop PC in the evening at home.
  • Marketing
  • Opinion

Building A Successful Remote Marketing Team

Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]

Opinion

by B&T Magazine

B&T Magazine
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
  • Media

Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up

The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
  • Marketing

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey

Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]