Social media has been used to build up support, in addition to traditional campaigning. How have the candidates fared?

IN the early days of the presidential race, Pat Kenny held an illuminating interview on the value of social media in an election campaign.

On September 5, he interviewed Ewan McIntosh, a social media strategist who co-directed a “digital election arms race” that helped the Scottish National Party (SNP) sweep to an historic majority in May. The strategy involved a “daily cycle of news, enthused volunteers and allow people to feel ownership of the party”. Party members co-ordinated their efforts on Twitter and Facebook to spread party messages. Crucially, the campaign was timed to build a crescendo of support on polling day.

Sean Gallagher is the only candidate in the presidential field remotely emulating the SNP’s success. Of all seven online campaigns, Gallagher’s is the best organised and has attracted the greatest level of interest by far in recent weeks.