Library

Local political conversations increasingly take place online. Neighbourhood Facebook groups, Nextdoor threads, and community forums have become informal public squares where residents discuss local issues, share news, and form impressions of the people who represent them. Campaigns that participate constructively in these spaces can build familiarity and credibility long before election day. Done well, social media campaigning functions as a form of “digital door knocking”, allowing candidates to listen to concerns, respond publicly, and shape local narratives in real time. However, the best evidence still suggests that field campaigning remains the most effective tool available to local campaigns. Doorstep canvassing should remain at the centre of your campaign strategy. Social media is most effective when used as a complementary channel that reinforces and amplifies activity taking place on the ground.

Introduction As the electorate becomes more volatile and long-term partisan attachment weakens, campaigns increasingly encounter voters who do not have firm party loyalties. In this environment, persuasion becomes more important, particularly in areas where elections are decided by relatively small numbers of voters shifting between parties. The research base for turnout-centred campaigning remains stronger and […]

Introduction Reform’s electoral appeal rests heavily on presenting themselves as outsiders and disruptors in a political system many voters distrust. That image quickly collapses when their record is examined closely. Exposing incompetence, hypocrisy, and poor performance is a key route to undermining misplaced trust. This briefing brings together a set of practical steps, tools and […]

Introduction In many seats, elections are decided less by dramatic swings and more by which side is better at mobilising the voters who already broadly agree with them. This is particularly true in local elections, which typically attract significantly lower turnout than general elections. When turnout is low, relatively small differences in mobilisation can decide […]

Introduction Winning campaigns depend not only on persuading voters but on mobilising supporters to take action. Effective mobilisation depends on identifying engaged supporters, lowering the barriers to participation, and creating positive experiences that encourage people to return and bring others with them. Research consistently shows that political participation follows a highly unequal pattern. A small […]

Problem Addressed Maximising the engagement of facebook ads can be critical to getting the most out of digital campaigns but it can be hard to know what data to centre. We wanted to find out if hyperlocal issues would outperform national isses to see if framing and messaging can really bring about stronger engagement outcomes.  […]