NEW POLITICAL BATTLEGROUND SHOWS ITS FACE
ELECTIONS in the UK can be a hard thing to predict. But if there’s one thing that’s for certain, it is that every time one comes around people’s letterboxes are often stuffed with election leaflets.
Normally covered in big slogans with grand claims, most get ignored and end up in the bin.
But now there’s a new political battleground where party propaganda is personal, relentless, targeted and well-funded.
And the scary thing is you probably wouldn’t even recognise it’s happening.
As you’re scrolling through Facebook, flicking between friends’ pictures and news stories, targeted adverts paid for by political parties will pop up.
In the recent by-election in Brecon
and Radnorshire exactly how it works was laid bare.
In the days running up to the byelection on Thursday the Brecon & Radnorshire Conservative page was one of the biggest Facebook ad spenders in the UK, totalling more than £3,000.
Through the recently-launched Facebook Ad Library, it’s now possible to see every advert for any political or social cause by a page.
Even though only around 600 people “like” the Brecon & Radnorshire Conservatives Facebook page, its targeted adverts were seen by tens of thousands of people.
By far outspending its rivals, the all page had paid for dozens of slicklyproduced adverts focusing either on local issues or Brexit.
In one Facebook advert a clip of Liberal Democrat leader Jo Swinson stating she “will do whatever it takes to stop Brexit” is used by the Conservatives to target older people.
Initially a rallying cry for her own supporters, the clip has been overlaid with dramatic music and turned into an attack ad.
They pushed the advert twice, spending between £100 and £499 each time, which was seen by between 10,000 and 20,000 people.
The majority of those were above the age of 45, with the highest proportion women aged 65 plus.
Other adverts that talk about more local issues, such as broadband connectivity, are aimed at a much broader or younger audience.
Targeting on Facebook can be even more niche and focused, with pages able to aim their messages at highly specific geographical areas or people with certain interests.
Facebook itself describes how it all works, stating you can target an audience based on a wide range of factors including age, gender, education, relationship status, job title and interests and hobbies “from organic food to action films”.
As you use the internet, what you click on is often recorded and stored, building up a profile of what sort of person you are.
Based on what you like and don’t like, this allows advertisers to work out what you might like to see.
Most of the time it’s just to make you buy something. But now it’s being used to make you vote for someone.
Social media industry commentator Matt Navarra said: “It is second to none.
“You can target very, very niche