Politics online: Small party, big online reach for Social Democrats

Social media is one of few places where smaller parties and independent candidates can level the playing field, says Stephen Donnelly of the Social Democrats.

His attitude to online interaction with and canvassing of voters is: “Do lots of it.”

While the four main political parties receive millions of euro in funding each year, smaller groupings or Independents do not get money under the annual party grant because they did not reach a 2% threshold in the 2011 election.

However, online campaigning can be extremely successful and can have a wide reach if utilised properly which the some politicians and parties are now realising.

Most importantly, if used cleverly, it can be a virtually cost-free way to communicate with and influence the electorate.

Mr Donnelly said: “We are fighting an asymmetric fight with the parties, we are new we have no money they have literally millions and millions and millions. Fine Gael every year gets €5.5m as well as having the entire apparatus of the State at their disposal.

“But one of the areas where we see the playing fields are less unfair is digitally.”

The Social Democrat party is using both Facebook and Twitter to spread its political message, gain supporters and engage with voters.

Mr Donnelly has 19,200 followers on Twitter, while party colleague Catherine Murphy has 11,400 followers; Róisín Shortall is behind with 5,420.

However, as well as the more traditional social networking sites, Mr Donnelly said the party is now experimenting with online publishing platform Medium.

The website allows for longer pieces in which the party can set out its agenda. Similar to Facebook and Instagram, the platform allows users to follow, like, and comment on posts and people.

He said: “What I have found is a lot of people who are advocating for change in politics are supporting smaller parties. At this stage, it’s not going to come from the bigger parties, we know that now, it was meant to come from Fine Gael and Labour.

“There are different groups. A lot of my support base would be online and it’s a great way of getting the message out and it’s a great way of having a two-way conversation.

“Elections are won and lost at the margins. Nothing will substitute for knocking on doors, nothing, it’s not about that, it’s about is this a useful way of having a two-way conversation with people and the answer is, yes it is, so we should use it.”

Mr Donnelly added that, in 2011, when he contested the general election as an Independent candidate, a margin of just 100 votes earned him a Dáil seat.

“Did at least 100 of the 6,500 votes come via social media? Yes sure,” he said.

“But really it’s one tool in the tool box, it’s a new one and it’s growing in its reach and growing in its importance but it’s still just one, you would be out of your mind to think that it will substitute for canvassing.”