Facebook tells parties how to sway elections
‘Not their job to be so close’
FACEBOOK has boasted that it helped the SnP ‘achieve an overwhelming victory’ in the 2015 general election.
The social media giant revealed it offers political parties around the world direct support to help them win, with the nationalists among its most eager clients.
The site has set up a unit to aid politicians with their campaigns as it seeks to boost spending on advertising – and its own political influence.
Staff members were provided by the site to assist donald Trump with his bid to become president.
The firm has also described how it helped the SnP ‘achieve an overwhelming victory’ in the 2015 general election, when the party took 56 out of 59 Scottish seats in Westminster.
However, it is understood Facebook did not supply staff to the nationalist campaign.
A former senior employee who ran the European arm of Facebook’s politics unit until last year last night raised concerns about how the firm is working hand in hand with political parties on their campaigns.
Elizabeth Linder, who quit her job in May 2016, said: ‘It’s not Facebook’s job to be so close to any election campaign.’
The site’s government and politics unit has provided help to politicians of all colours seeking election in countries, including the US, India, Brazil, Germany and the UK. Ahead of June’s UK general election, Facebook invited 5,000 candidates to training sessions held in eight locations.
An emailed invitation said: ‘Our free workshop will help provide you with the skills to: utilise Facebook best practices for election campaigns, keep your page secure, and make the most of our advertising tools.’
The SnP’s 2015 election campaign is heralded as a ‘success story’ on a Facebook site aimed at potential advertisers. It says it turned the ‘disappointment of the no vote’ in the 2014 independence referendum into an ‘opportunity’ by capitalising on a ‘groundswell of support’.
It adds: ‘Campaigners recognise that using Facebook made a demonstrable difference to the election result.’
The SnP has been credited with a successful use of Facebook and Twitter in the 2015 general election as well as in the 2016 Holyrood elections.
Providing direct support to political parties helps Facebook tap into the lucrative political advertising market.
The Electoral Commission found the Tories spent £1.2million in the 2015 general election on Facebook advertising. But the site also risks the accusation it could seek to take advantage of its relationship with politicians it helps get elected to push its agenda on issues such as internet regulation.
Earlier this month Facebook was accused of fuelling a tide of vile abuse against Tory general election candidates.
The Committee on Standards in Public Life ethics watchdog identified social media giants as ‘the most significant factor’ in harassment.
An SnP spokesman said: ‘Social media is an important way to speak to voters about issues that matter to them.
‘The SnP is determined to engage people, and digital campaigning is at the heart of our efforts.’ Facebook declined to comment.