Approaching the Federal election, there’s no doubt that the two biggest brands at the moment are the Australian Labor and Liberal Parties.
Examining the online presence surrounding the election, here are some key outtakes about how social media can be used to encourage consumers to act…
Getting people inspired
A couple of weeks ago, GetUP– an independent campaigning group launched an anti-Liberal video online (titled Tony Abbott’s Archaic Views), calling for donations from the public to put the ad on TV. Within a week of the launch the call raised over $300,000 and the clip has indeed been aired on television.
The viral element of this strategy is what made it successful. The ability for consumers to connect to other platforms such as Facebook and Twitter directly from GetUp’s website, saw the rapid spread of the video, and encouraged consumers to donate to the cause – seeing the direct result of their participation on TV.
Getting people involved
“Democracy is not a spectator sport,” reads the catch line on Oursay.org. This is an independent site that facilitates interaction between the public and politicians. Once you set up an account log in, you can post and vote for questions you would like to ask the politicians in the “hot seat”.
This platform directly engages with the audience, and places control into the hands of the users. Content is negotiated amongst consumers, and the most popular topics drive the conversation.
Getting people to interact (but don’t waste potential!)
The ALP has invented its own social media platform – Labor Connect– to act as a networking tool. The network currently possesses 20,000 community members, however falls short in a few areas.
From a new user’s perspective its lack of content and moderation, coupled with the inability to connect with the user’s existing social networks leaves the consumer directionless upon joining. Nonetheless, this is an interesting example of what could be improved when establishing a social media platform.
Without examining Twitter, Facebook, YouTube and websites, these examples are only a small fraction of the use of social media in this year’s election. However, each tool illustrates how consumers can organise themselves on social media – driving the outcomes that they choose.