This document analyzes social media use and online organizing efforts during the 2010 UK general election campaign. It finds that (1) candidates were deluged with emails triggered by single-issue campaigns, (2) these campaigns were successful in securing commitments from parties, and (3) the Liberal Democrats lacked infrastructure compared to others for turning online support into real-world action. Overall, social media had some influence but traditional large-scale media like TV and mailers remained most important. Effective online organizing required tools for emailing, surveying, and supporting issue-focused campaigns.

1. International Association of Political Consultants
Paris, November 10, 2010

4. 0
5
10
15
20
25
30
35
40
45
YouGov Daily Opinion Polls
Labour Conservative Liberal Democrats

16. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Web visits during last week of the campaign
YouTube - Channel Views
Facebook - Leader's Likes
Facebook - Party Likes
Twitter - Leader's Followers
Twitter - Party Followers
36.0%
607,401
95,924
125,748
0
44,485
32.9%
324,606
10,386
84,758
0
26,646
31.0%
164,201
79,468
97,219
52,315
24,709
Con
Lab
LD

17. Amplifying and rebuttal role on a national level
#iagreewithnick
#nickcleggsfault

18. 24,709 26,646 44,485 52,315
1,122,838
-
200,000
400,000
600,000
800,000
1,000,000
1,200,000
Lib Dem party Labour party Conservative party Lib Dem leader Labour leader's wife
Twitter followers

19. 84,758
97,219
125,748
134,942
152,675
-
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
Labour party Liberal Democrats Conservative party Vandalised Conservative
Billboards
We got Rage Against the
Machine to #1, we can get
the Lib Dems into office!
Facebook likes

20. A personal perspective

21. 1,050
273
0
200
400
600
800
1000
1200
12/18/20083/28/20097/6/200910/14/20091/22/2010 5/2/2010 8/10/2010
Twitter followers
mpntod sbrine
1,005
379
0
200
400
600
800
1000
1200
12/18/20083/28/20097/6/200910/14/20091/22/2010 5/2/2010 8/10/2010
Facebook friends
Martin Tod Steve Brine

22. #gomartintod

26. -
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
2/6/2009 3/28/2009 5/17/2009 7/6/2009 8/25/2009 10/14/2009 12/3/2009 1/22/2010 3/13/2010 5/2/2010 6/21/2010
YouTube Channel Views
Martin Tod Steve Brine

28.  Candidates deluged with emails from local
constituents – triggered by single issue campaigns
 Genuine success in getting commitments from all
parties
 Best example ‘Tuition Fees’ pledge from National
Union of Students

29. Organisation

33. Open Source Bulk Email Software

35. Support online surveying and
remote data input

36. Events and resources (and skills… to follow)

37. Enable supporters to run ‘single-issue campaigns’

38.  Labour &
Conservatives had this
 Liberal Democrats
didn’t

39.  Social media not decisive
 Apart from a few people who messed up
 Some influence in shaping national media agenda
 Some useful intelligence
 Highest impact activity not under formal party control
 But does help mobilise and organise supporters
 Lib Dems had the weakest infrastructure to turn support
into action. Did this hurt their ability to react when the
polls surged?
 Elections still being won and lost on messaging – via
the biggest and most intrusive media:
 TV, press, direct mail and leaflets through the door