Digital Political Marketing

Anthony Ridge-Newman · Mary Mitchell

9 citations0/0 files storedPalgrave Macmillan UK eBooks

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Social Media and Politics Electoral Systems and Political Participation Digital Marketing and Social Media

Abstract

Using i-branding as an analytical framework, this chapter explores the use of digital technologies for political marketing in the 2015 General Election. Combining content analysis with expert interviews, the chapter notes all parties developed a digital campaign. However, comparing party usage, we find the Conservatives performed well in harvesting user data and developing targeted communication; in contrast, Labour performed poorly overall. However, the Scottish National Party (SNP) strategy focused on using two-way interaction and extending reach, which offered greater mutuality. The success of the SNP may highlight the importance of i-branding for developing relationships with potential voters which can act as a springboard to victory. These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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References

2014Spreadable Media: Creating Value and Meaning in a Networked Culture 2012The Personalization of Politics 2000On-Line Interaction and Why Candidates Avoid It 2011From Networked Nominee to Networked Nation: Examining the Impact of Web 2.0 and Social Media on Political Participation and Civic Engagement in the 2008 Obama Campaign 2011Social Media and Political Participation: Are Facebook, Twitter and YouTube Democratizing Our Political Systems?2005New Media Campaigns and the Managed Citizen 2013Party change, social media and the rise of ‘citizen-initiated’ campaigning 2012Which candidates do the public discuss online in an election campaign?: The use of social media by 2012 presidential candidates and its impact on candidate salience

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2020Digital media as a driver of change in political organisation: 2010 and 2015 UK general elections

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