Following the 2008 US presidential campaign and the 2010 UK federal election there was considerable discussion around the impact of social media, both upon the course of each of these election campaigns, and the election outcomes. In each of these elections, social media (be it Facebook, Twitter, online forums or blogs) was a key means of garnering and mobilising support from voters. 

Despite the role it played overseas, social media is unlikely to impact as significantly on the 2010 federal election in Australia. This is not due to any infancy or immaturity of social media usage in Australia, but rather is largely due to voting being compulsory for Australian citizens. More specifically compulsory voting negates the need for political parties to focus their energies upon mobilising voters into action (and hence into the polling booth), and as such reduces the need (or potential) for social media to be used in this way. 

However this in not to suggest that social media does not have an impact on the Australian political landscape.  It provides a means by which the Australian population can bypass traditional media and express themselves in regards to what they see as being the issues of the day. It enables the galvanising of debate and support on key issues and for judgment to be passed on the performance of politicians or parties on key policies and programs. Therefore, by monitoring the tone, scope and content of social media conversations, insights can be gained as to what voter intentions are (and what are the underlying drivers of such intentions). 

Over the past two weeks, positive sentiment towards Gillard has dropped back to be more in line with what Abbott has been experiencing.  Having trailed Gillard for most of the election campagin, Abbott has experienced an increase in positive sentiment to overtake Gillard for the better part of the last week. 

In terms of negative sentiment, Gillard had also been receiving greater attention in social media for most of the campaign, but was overtaken by Abbott as a negative talking point also for most of the past week.   

TNS, in association with the online analytics firm Cymfony, has been tracking social media coverage of the 2010 Australian federal election.  Every couple of days, we will share some insights this has delivered, focusing upon the following metrics:

• The amount of coverage being given to key political figures, political parties and key campaign issues
• The sentiment that is being expresses towards key political figures, political parties and key campaign issues
• What is being covered and said in social media conversations versus in traditional press

Popularity: 1% [?]