This years election has definitely been interesting. The Australian reported that media expenditure exceeded $50M for the 5 weeks of election campaigning, with this to continue due to a hung parliament.
Harold Mitchell, executive chairman of Mitchell Communication Group said, “I think it is the biggest election advertising spend in history and for the TV networks, the biggest spend they have ever had.” *
And yet it has been felt that this campaigning has been relatively fruitless – with many Australian’s feeling disillusionment about the government and their policies.
Another dimension has been added to the election campaign this year, which definitely spiced things up a bit – social media.
Nielsen has released its analysis of social media discussion around Julia Gillard or Tony Abbott becoming the next Australian Prime Minister, focusing on data from Twitter, YouTube and Facebook.
On Twitter, Nielson reported that Gillard has a stronger presence than Abbott. Gillard tweets every few hours and uses Twitter to respond to concerns. Abbott goes days without tweeting. Across YouTube and Facebook, Gillard is ahead with her own dedicated channel and five times more fans than Abbott on her facebook page.
Mark Higginson, insights director of Nielsen’s Australian online division says “The most important element of social media campaigning is keeping current and Abbott’s lack of timely posts and relative absence from major social media channels has allowed Gillard to grab the social media spotlight and successfully engage with the electorate.” *
Not sure about you, but it has definitely been an interesting battle waged not only in the traditional media but also in the cyber world of social networking, now we have to wait and see who’s going to become PM.
Georgina Sainer
Marketing Coordinator
*fact's gathering from marketingmag.com.au
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