Election interest waning on social media

·1-min read

Social media users have show a drop in interest in the election campaign, with news coverage and social media telling different stories.

Tracking insights from Meltwater's election centre custom dashboard has revealed a decline in social media posting about the looming poll.

The dashboard also shows differences in sentiment and party preferences between news coverage and social media.

Meltwater enterprise director Georgina Bitcon says that this year's election is "sure to be a contentious one."

"With upsets in the budget announcement and delays in setting the date, we have already seen a flood of insights across global news and social media," she says.

Data at the campaign's halfway mark this week shows a 29 per cent decline in discussion about the election across Facebook, Instagram, Reddit and TikTok.

Social media mentions about the Liberal Party are more negative compared to the Labor Party, with traditional news media showing the reverse.

News coverage tends to be 36 per cent negative towards the Labor and 25 per cent negative towards the Liberals.

Meltwater's dashboard delivers real-time insights using its media intelligence platform to scan a database covering both news and social media coverage.

Meltwater's tracking system also revealed trending election topics across social media this week.

Proposals for a federal anti-corruption commission appeared in 18,000 posts.

Labor's attack on government health and welfare spending - short-handed as "Mediscare" - appeared in over 4000 posts.

The perceived influence of the "morally vagrant Murdoch press" on election outcomes appeared in 3800 posts.

The author has written this story in a personal capacity.

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