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So little time to develop social media strategy

Maguire, D. (2013) So little time to develop social media strategy. The Conversation, 5 August .

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Abstract

Prime Minister Kevin Rudd set out from the election announcement to goad Opposition Leader Tony Abbott into a-debate-a-week schedule during the 33-day campaign.

The media-savvy PM and self-admitted “underdog” understands it is important to seize every opportunity to help the electorate to compare-and-contrast him directly with the main opponent.

He also understands these traditional, one-on-one debates provide spin-off fodder for the social media Twitter and Facebook platforms on which he comfortably roams.

The 2013 federal election campaign will be the first truly digital campaign in Australia to fully integrate social media into party messaging, through both advertising and direct messaging.

Since the nascent social media platforms started to be used effectively in political campaigning, most notably in the United States from 2008, their importance to the armoury of political parties has grown around the world.

Publication Type: Non-refereed Article
Publisher: The Conversation Media Group
Copyright: The Author
Publishers Website: http://theconversation.com/au
URI: http://researchrepository.murdoch.edu.au/id/eprint/29905
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