The EU referendum on social media: Britain Stronger In Europe

Am I the only one who feels like when they click onto Facebook or Twitter at the moment they can’t stop seeing posts about the referendum? Whether you’re interested in politics or not, it cannot be ignored that social media has become a big platform for political debates.

Both teams and their supporters are heavily utilising social media in the run up to the referendum to try and get voters onside.  More and more, individuals are turning to platforms like Twitter to find out up to date news, with TV and newspapers taking a back seat for failing to be able to keep up to date.

After already writing about how the official Leave Campaign have been using social media, it seems only fair to look at the opposing team.

Facebook

Official Facebook page – Britain Stronger In Europe

https://www.facebook.com/StrongerInCampaign

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Initial impressions

Well, I must say I’m not blown away by the cover photo.  The title of the page covers some of the text in the cover image, something that could have been easily adjusted to make it less confusing for the viewer.  I like that the polling date is a central feature of the image, as voter turnout has been a key discussion point.

The colour scheme is good and in keeping with their message with the colours of the Union Jack.  The images are clear, and by leaving them in the background brings prominence to the text.

Overall, mixed first impressions of the Stay Campaign on social media.

The Stronger In campaign have opted not to use a pinned post on Facebook. There is nothing wrong with this but they could be missing out on an opportunity to really highlight a key argument and keep it at the top of their page.

Most recent post 16th June:

A

I really like this post and I think it is very effective. The use of well known celebrity Keira Knightly will engage directly with the younger audience – those least likely to participate in the vote.

The copy is kept short and direct and the video is visually stimulating and attractive.  30 seconds is a good length for the video – long enough to get the point across but short enough not to become boring.

So far, the Better In campaign is shaping up well on Facebook.

Another post:

B

The post is current and up to date, reflecting on arguments put forward that night which makes it quite useful and topical.  The copy urges people to share the post to try and get it to reach a further audience which is a good strategy from the Stronger In campaign to try and spread their message.

The copy is a little bit long and the video is not very engaging and probably would not have been viewed by many undecided voters.

The post has been shared 3,706 times which could indicate some success and had 4K interactions on Facebook.

Overall, the post is okay – neither visually stimulating and capturing nor dull and boring.

Most of the Better In campaign’s activity on Facebook is urging the viewer to watch a video or click through to a link.  They could have better engaged with audiences using an infographic to quickly capture the attention of Facebook users who are not interested in reading lengthy, time consuming articles.

Twitter

Official Twitter - https://twitter.com/strongerin

Pinned Tweet:

C

The pinned tweet focuses on the predicted negative financial impact of leaving Europe. The text is very bold and capturing with the graph clearly displaying the negative effects of leaving the EU. The post is clear, easy to understand and effective. It also links to a post to explain further if people were interested to read more.

A good start.

Another post:

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The content includes an infographic and a quote talking about the NHS.  A strong infographic, that clearly highlights the reasons for Staying in Europe on the 23rd June. The image is a good size and works well for Twitter, with a quote featured that is current and up to date.  The copy is punchy enough, but with the use of hashtags could have increased the reach.

Another tweet:

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This tweet features a video link to John Semtanu giving his reasons for wanting to stay in the EU.  A video works well on Twitter and keeping it short – under 30 seconds – makes it quite a successful post. Again, as above the use of hashtags could have greatly increased the reach of this post.

Communication:

As with the Leave Campaign, social media is not being used for engaging in any communication or debate.  Responsiveness is very low and again this could have been a missed opportunity for both camps to engage with potential voters.

Summary

I think the Stronger In campaign are using social media very well to try and communicate with voters.  Their posts lack in a certain level of creativity and imagination and are somewhat basic - a more creative, dynamic approach could have driven engagement with content. Using relevant hashtags is key for posting on Twitter and a big missed opportunity on the side of the Stronger In social media campaign.