The major political parties have embraced social media enthusiastically over the course of the election campaign – perhaps a little too much so.
They’ve used it to share their opposition-shaming photoshop creations, tweeted photos of themselves kissing babies and, plugged their favourite (cringeworthy?) political catchphrases.
STEP AWAY FROM THE BABY! #vicvotes pic.twitter.com/1gkNbXbLPQ
— Matt Kunkel (@Matt_Kunkel) November 26, 2014
This pic is hilarious #vicvotes pic.twitter.com/WKl7W7ScML
— PatriciaKarvelas (@PatsKarvelas) November 28, 2014
A breakdown of the most popular election-related hashtag - #vicvotes – reveals social media users were highly engaged throughout the last month of the election campaign.
That doesn’t mean voters were engaging positively. An ongoing theme on social media was how uninspiring some of the election promises and candidates were. There were questions about some of the party preference deals and and confusion about some policies.
The Greens have moved to help re-elect a Napthine Liberal Govt with an open ticket in Bentleigh #VicVotes #Disgrace pic.twitter.com/AP7CvFLZut
— Josh Gilligan (@Joshuagilligan) November 28, 2014
Confused by the latest ALP ad for the STATE election; GP payment, retirement age & fuel tax are Federal issues.. Please explain #vicvotes
— Neil Smith (@neils888) November 24, 2014
#vicvotes #springst @LiberalVictoria Did Burwood's Graham Watt really say "Do Leadbeaters possums taste nice?" @BrendanDonohoe7 Strange!
— Bob Stensholt (@bobstens) November 27, 2014
And among the most discussed issues? The most expensive transport infrastructure project in Australia’s history, Napthine’s controversial East-West Link.
Not that everyone is against the 18km toll-road - it’s just that given a choice, many Victorians have said in polls they would also like public transport to be a major focus for the next government.
In terms of the party with the most mentions, Labor led the way. A Twitter spokesman said while it wasn’t possible to compile data around the overall volume of tweets, a breakdown by ranks and percentages placed the Liberals second, followed by the Greens.
However, just as he has remained ahead in the preferred leader polling stakes, premier Denis Napthine was also the most mentioned leader on Twitter.
But the most popular tweets from #vicvotes didn’t come from the parties or their leaders.
One of the most retweeted posts was from the Victorian Electoral Commission, which reminded voters they could vote early, but only if they couldn’t get to a polling booth on election day.
Early voting is now open for #VicVotes. Victorians seem to love early voting but remember: it's only if you can't vote on 29 Nov.
— VEC (@electionsvic) November 17, 2014
But unless a record number of Victorians planned to be interstate, working, or unable to make it to a snag-stall to vote on Saturday for some other reason, then it seems the VEC’s tweet acted more as an incentive to vote early than a deterrent.
More Victorians than ever voted early this year.
The political correspondent from The Age, Richard Willingham, also had one of the most retweeted comments from the campaign with this gem:
Oh dear. Napthine gov announces grants for marginal electorate environment groups that no longer exist http://t.co/7S6s1TS80w #vicvotes”
— Richard Willingham (@rwillingham) November 25, 2014
As did Guardian Australia’s Van Badham:
Joe Hockey is telling Victorians to vote for the Coalition. Daniel Andrews, I think you're home and hosed. #springst #qt
— Comrade Badham (@vanbadham) November 25, 2014
Judging by the final polls – it seems she may have been right.
