The Ads That Might Decide

New ads to recruit new voters
Rahman Mohamed

According to Forbes (2014) from a low of $22.67 per share in July 2013 it sits at a 200 day moving average close to $55.  A lot of Facebook’s revenue comes from side ads.  And in this election Ontario Politicians are playing into them.

Lawn signs and election posters are old school.  Radio and TV policy and attack ads against Liberal spending, Conservative math are nothing new, now just another part of Ontarians routine (voters and non-voters).

On Facebook the Ontario Liberals have multiple campaign ads about jobs, the proposed Ontario retirement plan, transit, and encouraging electors to cast ballots on election day, linking to Kathleen Wynne’s site.

But on Twitter all the big birds are opening their beaks.

After 3195 Tweets* the Conservatives (@OntarioPCParty) have just over 9717 followers.  But PC leader Tim Hudak’s (@TimHudak) fingers have been flying.  With over 8100 Tweets he’s gathered a flock of over 30,600 followers and a verified account since joining in December 2008.

The most common Tweet: the Million Jobs Plan with #MillionJobsMomentum

With slightly more Tweets (3693) the NDP (@OntarioNDP) have gathered more 15,800 and a verified account.  The Ontario PC are the only Party account without a verified account.

NDP leader Andrea Horwath (@AndreaHorwath) also has a verified account and almost just as many followers as Hudak (29,100) with 2409 Tweets. Here, besides encouraging voters to come out, endorsing Horwath, and attacking the Liberals, transit

and child health

take centre stage.

With 8560 Tweets the Ontario Liberals (@OntLiberal) fly to first.  They have more chirps than Conservatives and NDP and have gathered 12,600 followers.  Kathleen Wynne (@Kathleen_Wynne) has been quieter than Hudak and the Liberals (3660 Tweets) but has more followers than the two combined (49,500), Tweeting against Hudak’s 1,000,000 job plan and endorsing Wynne

The reason: recruit young electors to spread out their wings, fly to the polls, and mark a ballot for them on election day.

In a study conducted by Elections Canada based on the 2011 federal election: the higher the age the higher the turnout.  Similar to 2004 when these studies began the turnout rate for age 18-24 was 38.8%, rising to 75.1% for age 65-74, but dropping slightly to 60.3% for age 75+.

According to Elections Ontario, after a steady decline Ontario hit an all-time low in 2011 with a 48.2% voter turnout rate, 48% valid ballots.

A study by Pew Research Centre in 2012 showed that 26% of young adult (age 18-29) internet users Tweet, almost always use Twitter, nearly double the rate for 30-49.  31% of the youngest internet users (age 18-24) are Twitter users.

But will this new tactic succeed in bringing enough new votes to create a government with confidence?

*Last count Friday June 3, 2014


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