The SNP have spent a lot of money launching their latest billboard campaign with their “Scotland stronger at Westminster” headline alongside a cross-armed picture of Nicola Sturgeon. They are difficult to miss, but are they a good use of money?
An ‘Election Engagement Index’ was this week published by Weber Shandwick with research finding that traditional media are more likely to capture the attention of voters than billboard advertising, or than newer social media such as Facebook.
Only 25% of respondents said that outdoor advertising such as billboards would grab their attention, signalling to politicians that they are less effective at gaining the attention of voters than taking part in media interviews. Only 22% of survey respondents thought social media would grab their attention.
However, when the research looked at what would actually influence how people vote, then social media commands greater influence than any ‘traditional media’ channels, excepting TV.
Among people who had received information about the election through social media channels, 38% thought that it would influence their vote, suggesting that, once candidates connect with voters through channels such as Facebook, the potential for changing opinions and winning votes is high.
Social media pipped traditional campaigning approaches such as doorstep canvassing, and vastly outstripped the influence of billboard advertising. The parties aren’t blind to the power of using social media to highlight their campaign points. This week social media played a major part in the campaign in Scotland – for good and bad.
The SNP have by far the most active community online but as we know social media leaves a problem for previously centralised communications . This week saw the SNP candidate in Edinburgh South, Neil Hay, having to apologise for tweeting some pretty ghastly things from a pseudonym account. Stupid behaviour and the kind of thing that could well see the SNP failing to gain that seat.
In an amusing moment Ruth Davidson received a lot of coverage having her picture taken feeding an ice-lolly to a journalist, mimicking a strange photo of Alex Salmond from some years ago. This adds nothing to our knowledge of policy, but it might gain further awareness of the Tories key campaign asset and therefore the chance to engage with more voters.
Social media is a key way for Scottish leaders to communicate with voters, but they need to learn how to move from broadcasting online to engaging in a meaningful way.
This article was originally printed in the Sunday Times Scotland on 26 April 2015.