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Australia’s politicians finally nail the social media thing

October 25, 2013

By Malcollm Farr

A screen-grab from Tony Abbott's facebook page thanking his 150K+ Facebook supporters Source: Supplied

A screen-grab from Tony Abbott’s facebook page thanking his 150K+ Facebook supporters Source: Supplied

POLITICS has muscled its way to the top of the Facebook tree for the first time, cementing social media as a key campaign tool for major parties.

The election year review of Facebook performances also shows that of the top 10 Facebook pages by engagement, just about all have a political connection.

And not surprisingly, Tony Abbott, Kevin Rudd and Julia Gillard were strong performers.

The findings will be reviewed by all major parties after a big investment in social media in the September 7 election campaign.

“Not surprisingly, social media was more important in this election than any previous one and the Liberal Party devoted a much greater proportion of our campaign resources to it than we have in the past,” Liberal federal director Brian Loughnane sad yesterday.

Politics was the top engagement group with 20.9 per cent, a long way ahead of radio on 12.73 per cent, newspapers and magazines on 11.35 per cent, sports clubs 7.6 per cent, and banks and financial institutions on 4.6 per cent.

The survey was done by Social Pulse and Online Circle Digital.

The top Facebook political post by “likes” (47,349) was Kevin Rudd’s speech on his return to the prime ministership. That was followed by posts by Tony Abbott ((39,195) and Julia Gillard (31,022), both on election night.

The top political post by comments (11,780) was Tony Abbott’s victory acceptance on election night.  Herald Sun.


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