Stuart Carroll is an officer in Spelthorne and Surrey. He also a former cllr having served for 8 years and as cabinet member for adult social care, health and children’s services.
It is axiomatic that politics has changed. The emphatic election of President Trump, sweeping changes across European governments, the horrendous crucible of the Middle East, the ubiquity of Elon Musk, and yes, our own historic electoral hammering in the 2024 General Election. Admittedly, Labour’s loveless landslide continues to unravel whether it be its catastrophic no growth budget, disgraceful policy of dumping manure on farmers, vitriolic VAT hike on independent schools, and the general farcical handling of Ed Miliband’s incoherent energy policy (who on earth plays a ukulele (badly) outside a power station).
The other major change – and learning – is the way voters consume information. The way people want to receive information has changed and continues to transform in our rapidly connected and kaleidoscopic world. A bit like a business, political parties need to change or die. The Conservative Party is no different. Ultimately, the public is the boss and to ignore their wants and needs would be folly.
QED: we all must be online and do social media. Yet pivotally there is a but: we must do it well. At our recent Surrey Conference, I had the pleasure of presenting with Jane Austin on the role and importance of social and digital media. Some of the key points we outlined were as follows.
First, the why. Social media, whether you like it or not, has become omnipresent. From a UK population approaching 70 million, 56.2 million people are on social media equating to 83% of people. There are 44.4 million UK users of Facebook, 33.4 million on Instagram and 42 million on Nextdoor, which is the fastest growing social media platform. In short, social media is a major communication vehicle and inescapable method for how people get, consume and use information.
Second, the what. Empirical evidence confirms that local content for local people is optimal and most engaging. People have a huge interest in their local area so keeping content community focused will maximise reach and opportunity. It also enables onward messaging and influence. This is backed up by anecdotal insights as we saw from the successful Lincoln Jopp and Jeremy Hunt’s campaigns. Moreover, our content does not always have to be political. It just needs to be positive, engaging and relevant. Holding the opposition to account is important, particularly when they are spreading nonsense, but it must be done in a way that meets resident needs and is appealing to their way of getting information.
Third, the how. We need to remember that most people only have a 10 second attention span. Thus, using short text and videos is critical to peak interest (if Mike Brennan can do it, you can do it!). Humanising content is key and ensuring the method is presentable and inviting. Just like when we campaign in person, the digital world leaves a footprint, and it is vital that after thought is consistent with our values, standards and professionalism. Moreover, sound communication effectively has three key tenets: 1) trust, which is a function of following and profile; 2) message, which pertains to being local, clear and relevant; and 3) messenger, which means picking the best person and source to deliver the message. Ultimately, nothing beats authenticity and as Conservatives we have an inherent weapon to use against our invariably disingenuous opposition. We should not be afraid or diffident about standing up for our beliefs and local areas.
Fourth, the where. There is a plethora of social and digital media platforms. It is easy to get lost in this confusing online maze. Yet political research shows Facebook, Nextdoor and Instagram are the key platforms for political messaging and communication. Facebook has huge numbers including multiple community and local forums. Nextdoor is a brilliant contact mechanism within localities and offers an unparalleled community reach. Just ask Julie Fegredo who has been a fantastic champion on this platform. Instagram is more video orientated, but very popular with younger voters; a demographic we desperately need to win back and reach. The artist formerly known as Twitter, now X, is largely an echo chamber and, although a good source of insight for Westminster and international affairs, it has limited resident reach or application. It is also prone to negativity and in many cases is a toxic sewer which allows for little or no differentiation. We need to put our precious effort and energy where it counts. That principally means Facebook, Nextdoor and Instagram.
Fourth, the when. Now! We all must play our part and be in the social media mix. To not do social media is analogous to a batsman going to the crease in a game of cricket without as much as a helmet or a bat. You are not going to win, let alone survive, as a political force if you eschew it. You don’t have to like it, but like any good athlete there are things you must do win. Moreover, politics is by definition a competitive business, and we cannot overlook what our rivals are doing.
Based on these key principles, we should also be humble in accepting our opposition is often better in this online digital space than us. The Liberal Democrats for all their highly annoying and yes deeply deceitful attributes (e.g. Paul Follows, say no more) have long had a loud social media presence infiltrating community groups and passing themselves off nice, kind local people. The Greens are pretty much the same. We know the truth about the Yellow Peril, but our response needs to be positive action and being just, if not more, prominent communicating our values, policies and critically our local hard work. All the recent empirical evidence shows that local presence and place remain key determinants when people vote, particularly at local elections, and this has been a Lib Dem firebrand. History and psephology show that once in, Liberals are very hard to shift, not least because of their chameleon-like tendencies, and without a Nick Clegg tuition fees moment, this will likely remain so. Thus, we must outwork and outclass them, not just through traditional campaigning, but also online.
We, of course, cannot ignore Labour generally, not least given the weight of the government machine to keep flooding social media channels with targeted messaging and effectively blaming all things on Tories. The 14-year message of blame will not go away, and its prominence online is already immense. Reminding voters that to choose is to govern is all-important as we rebuild our policy prospectus and offer to the British people. Our immediate job is to hold to account nationally, but also start the process of showing we have learnt, we get it, and we understand the problems and we are formulating the solutions.
Reform is an altogether thornier proposition. Like or loathe him, Nigel Farage is a world class communicator and has the advantage of having had no decision-making responsibility. Reform can effectively take free shots on goal and Farage is excellent at taking the penalty. Yet there are three critical weaknesses to the current Reform offer. First, Reform equals Farage and Farage equals Reform. This is both Reform’s strength and weakness. Nigel is an identifiable figurehead but outside of Clacton, Reform has limited local reach and presence. Reform representatives are at the mercy of Farage’s brand for good or bad. Second, Reform’s policy prospectus remains sentimental and oppositional. This has much understandable appeal given how tough the world is, but pushing solutions is the lifeblood for differentiation and credibility, particularly on local imperatives. Third, for all of Reform’s emphasis on immigration, there are many aspects to Reform which are not right-wing or remotely Conservative, but actually very left leaning and basically socialist. Our boss, the public, needs reminding of this and crucially what Conservatism means in the modern world.
As for independents, they are proverbial wrigglers that will adopt any position that suits. We know all about their lack of respect (cue Joanne Sexton) and their inability to sow a thread of cohesion amidst their ranks. Yet our response should always be the Boughtflower and Mooney doctrine of go high, when others go low. Our work rate locally and Sinead’s sensational by-election win (Darren Clarke nailed it) shows people not only want that, but will vote for it too.
To be online or not to be online? There is no question: you must be online. You don’t have to like it, but you must do it and crucially do it well. It is part of the modern political furniture and an essential piece of the campaign jigsaw. Without it, we will not win back the millions of voters we need. So, get your phones, tablets and laptops open and, of course, please do reach out for help as needed.
