During an election, the volume of media coverage on political promises and topical debates increases. This can have a positive or negative impact on your organisation.
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Loren is an experienced marketing professional who translates data and insights using Isentia solutions into trends and research, bringing clients closer to the benefits of audience intelligence. Loren thrives on introducing the groundbreaking ways in which data and insights can help a brand or organisation, enabling them to exceed their strategic objectives and goals.
With the NZ local elections fast approaching, candidates have begun their 2019 campaign through building a social media presence and engaging with their followers. This year’s election is looking to be more interesting than usual as we delve into the effects of social media throughout an election campaign.
October 12, 2019 marks when the local authority elections will take place for city and district councils, regional council and district health boards. As the local authority election turnout has been declining in many areas of New Zealand since the 1980s, the Electoral Commission will be running an enrolment campaign #Vote2019NZ to lift nationwide voter turnout (to greater than 50 per cent) as well as increase people’s engagement with their local council.
With social media now at the forefront of election campaigns and political information being readily available through social networking sites, it has been questioned if:
1. It’s important for candidates to have a social media presence
2. If having a social media strategy matters
3. Whether the usage of social media can be an indicator for predicting election outcomes
Social media operates 24/7 and response time expectations are demanding, especially throughout the duration of an election where it’s crucial to monitor what is being said, by whom as well as understanding the sentiment that goes with it.
It is suggested there is a statistically significant relationship between the size of online social networks, voting behaviours and election results. With the recent disparity between political polls internationally and in New Zealand, it has raised questions about the accuracy of polling surveys and whether they should be paid attention at all.
Nowadays, government bodies and agencies view social media engagement as a ‘no choice’ situation and the power of social media allows these government bodies to give responses in real-time. Although Facebook and Twitter are increasingly being used by political parties and candidates in their electoral campaigns, candidates are recommended to start their campaign strategy early to ensure they establish a strong social presence that can be maintained for the duration of the campaign. Having this set up will assist with building rapport and trust with their followers.
Is a high level of online interest and engagement indicative of wider electoral support?
Online social media environments present new challenges and profoundly different experiences. As there is an increasing emphasis on social media being a powerful online marketing channel, it can be much more complex than what is seen on the surface. Each social media channel has their own algorithm, determining how frequent and vast any content gets shared. Most channels design their algorithm in a way to reward extremism to entice the user to stay on the platform and potentially influence the user opinion of a particular topic. Due to the vast amounts of content and media items available throughout an election campaign, it is important to stay across these conversations as well as monitor media bias with social media monitoring.
It has been said public opinion could be better analysed from social media rather than just opinion polls. Considered to be outdated, opinion polls are conducted by large, successful organisations who are predominantly interested in protecting their reputations, and anxiously anticipate their electoral predictions to resemble their estimates. The head of Strategy at a top Kiwi research firm has acknowledged social media is a more valid way to assess voter habits than the polling surveys conducted by research companies.[1] This is due to the sentiment being measured off observations of conversations across social media which can be significantly different than provided in polling surveys. So, if politicians are consistently looking to appeal to the masses and win points in polls, they run the risk of losing the interest of the key constituents they need to appeal to in order to win their campaign.
With polling and betting markets missing the mark with several elections, experts are progressively turning to social media to judge voter sentiment on a larger scale. Our Mediaportal can provide coverage of key New Zealand media coverage related to the election campaign and can help determine breaking news and voter sentiment. Being across this data can be beneficial as it has been seen in the recent Australian Federal election, where an unexpected victory from the Coalition contradicted weeks of almost identical opinion polls predicting a Labor win. Other notable examples of pollsters getting their predictions wrong include Brexit – where opinion polls showed majority of voters in favour of remaining a member of the European Union, and the victory of Donald Trump where the national polling average was in favour of Hillary Clinton by 3.1 per cent[2], Trumps active social media engagement resulted in his election victory.
In the 2017 NZ election, Jacinda Ardern’s age, gender and keen use of social media livened up the election campaign where there has been a long run of politicians considered dull or out of touch with young and female voters. [3] Starting with a strong social media following, Jacindamania was ignited. Adding to this, Jacinda’s confident and mediagenic personality has set her up to be a leader younger voters can relate to and has resulted in her being the most watched New Zealand politician on Twitter during her electoral campaign.[4] She continues to have a strong social presence following as she directly connects with her audience, proving the power of social media.
The benefits of any social network – real or digital – come from the quality of relationships with members of the network rather than the volume of members within it. As younger generations reach voting ages and social media becomes even more universal, it will be necessary for democratic institutions and practices to revisit and restyle their political communications to tie in with the interests and discourse of contemporary young culture. By analysing the election campaign coverage from multiple angles such as share of voice, media bias, candidate promises and the effectiveness of a campaign strategy it will provide the necessary information required for organisations to make informed decisions about the proposed policies and understand what’s driving the agenda across Councils.
If you would like to keep up to date for the duration of the local election campaign, our daily curated briefing can ensure you’re across all campaign announcements, policy updates and share of voice. If you would like to learn more about the services we can offer, get in touch with our team to discuss your needs.
[1] https://www.nzherald.co.nz/business/news/article.cfm?c_id=3&objectid=12238919
[2] https://indianexpress.com/article/world/world-news/hillary-clinton-leading-donald-trump-by-3-1-percentage-points-polls-average-3731849/
[3] https://www.forbes.com/sites/ralphjennings/2017/09/20/how-one-womans-likes-tweets-and-vibes-threaten-the-ruling-rightists-of-new-zealand/#46694557ca94
[4] https://www.forbes.com/sites/ralphjennings/2017/09/20/how-one-womans-likes-tweets-and-vibes-threaten-the-ruling-rightists-of-new-zealand/#46694557ca94
" ["post_title"]=> string(46) "Social Media: The Newest Political Battlefield" ["post_excerpt"]=> string(309) "With the NZ local elections fast approaching, candidates have begun their 2019 campaign through building a social media presence and engaging with their followers. This year’s election is looking to be more interesting than usual as we delve into the effects of social media throughout an election campaign." ["post_status"]=> string(7) "publish" ["comment_status"]=> string(4) "open" ["ping_status"]=> string(4) "open" ["post_password"]=> string(0) "" ["post_name"]=> string(45) "social-media-the-newest-political-battlefield" ["to_ping"]=> string(0) "" ["pinged"]=> string(0) "" ["post_modified"]=> string(19) "2019-09-24 08:04:05" ["post_modified_gmt"]=> string(19) "2019-09-24 08:04:05" ["post_content_filtered"]=> string(0) "" ["post_parent"]=> int(0) ["guid"]=> string(31) "https://www.isentia.com/?p=2540" ["menu_order"]=> int(0) ["post_type"]=> string(4) "post" ["post_mime_type"]=> string(0) "" ["comment_count"]=> string(1) "0" ["filter"]=> string(3) "raw" }With the NZ local elections fast approaching, candidates have begun their 2019 campaign through building a social media presence and engaging with their followers. This year’s election is looking to be more interesting than usual as we delve into the effects of social media throughout an election campaign.
While renewables like wind and solar are often framed as the future of energy, the renewables market faces many challenges in seeing that journey through, especially regarding Australia’s Paris climate agreements. The path to a clean energy future in Australia is fraught with disruptions and distractions, as media reports, and exploring the factors shaping media coverage of energy alternatives and clean energy reveal a shifting understanding of renewable energy sources.
Peak media coverage of renewables centres on government actions seen as hindering clean energy progress. Stories like keeping Eraring operational, nuclear energy debates, and delays in environmental law reforms highlight a perception of indecision on ecological issues. While traditional media spikes around policy updates, social media discussions are steadily growing, reflecting increasing public engagement with Australia’s renewable energy transition. Analysing these trends reveals how media narratives shape and respond to audience perceptions in this evolving debate.
Renewable energy is widely hailed as a cleaner, cheaper, and more stable alternative to fossil fuels, but media and social discussions paint a more complex picture. Concerns about affordability and feasibility are growing, driven by economic shifts, supply chain issues, and the lingering effects of the 2022 energy crisis, which media attribute to cold snaps and the Russia-Ukraine conflict, all while Australia remains heavily reliant on coal and gas exports.
Topics like grid overload, the need for better battery subsidies, and the failure of taxpayer-funded rebates to support solar businesses dominate conversations. Meanwhile, wind farms face local opposition due to environmental and land use impacts, and debates over nuclear energy disrupt investment in solar and wind, further complicating Australia’s clean energy strategy.
Nuclear energy’s potential introduction into Australia’s future energy mix has further unsettled renewables investors, with media highlighting concerns over its impact on wind and solar investments. For more context listen to our podcast interview with Pablos Holman, General Partner at Deep Future. Wind energy faces criticism for using taxpayer funds to benefit private companies, while hydrogen’s future is uncertain following high-profile project withdrawals by Fortescue and Origin. The media’s portrayal of these issues underscores ongoing public and industry doubts about Australia’s renewable transition and the role of nuclear in the energy debate.
Watch below the shifts in coverage of significant policies and strategies over time to understand why some strategies stay in the headlines while others peter out.
The Labor government’s flagship Future Made in Australia Bill is central to its energy vision and, in November, was passed to support a net-zero transition. The May budget highlighted turning Australia into a renewable energy superpower with dedicated funds for solar, battery, and hydrogen projects. However, the opposition has framed hydrogen and critical minerals tax breaks as "corporate welfare". Over time, it looks like Labor’s Future Made in Australia Bill is at a tug of war for media attention against the opposition’s nuclear strategy. Australia’s energy future, however, is not wholly detached from fossil fuels. Labor's Future Gas Strategy positions gas as a necessary transition fuel while being central to Australia’s energy and export sectors.
Climate activists criticise the Future Gas Strategy for extending Australia's reliance on fossil fuels. Media critics call it another "broken promise" by the Albanese government, highlighting mismanagement that has negatively affected energy supply and costs. Though the "Future Made in Australia" narrative around energy security resonates with many, the government’s conflicting strategies raise questions about long-term benefits and who truly gains from its policies.
Australia's shift to clean energy faces complex debates and conflicting government signals, from promoting renewables to considering nuclear power. Despite loud voices in the media advocating for taxpayers and businesses, deeper media analysis reveals multiple layers and motives behind their arguments.
" ["post_title"]=> string(84) "Insights into media and public perceptions towards Australia’s clean energy future" ["post_excerpt"]=> string(0) "" ["post_status"]=> string(7) "publish" ["comment_status"]=> string(4) "open" ["ping_status"]=> string(4) "open" ["post_password"]=> string(0) "" ["post_name"]=> string(62) "media-and-public-perceptions-of-australias-clean-energy-future" ["to_ping"]=> string(0) "" ["pinged"]=> string(0) "" ["post_modified"]=> string(19) "2024-12-04 23:11:27" ["post_modified_gmt"]=> string(19) "2024-12-04 23:11:27" ["post_content_filtered"]=> string(0) "" ["post_parent"]=> int(0) ["guid"]=> string(32) "https://www.isentia.com/?p=35913" ["menu_order"]=> int(0) ["post_type"]=> string(4) "post" ["post_mime_type"]=> string(0) "" ["comment_count"]=> string(1) "0" ["filter"]=> string(3) "raw" }While renewables like wind and solar are often framed as the future of energy, the renewables market faces many challenges in seeing that journey through, especially regarding Australia’s Paris climate agreements. The path to a clean energy future in Australia is fraught with disruptions and distractions, as media reports, and exploring the factors shaping media […]
The Australian podcasting news industry continues to grow. While Australian audiences do consume content from international brands like the BBC, they also exhibit strong affinity for independent Australian productions over mainstream sources. In a period of uncertainty amidst Apple’s recent update to automatic download policies Australia’s podcast audience has rapidly expanded, with ad revenue rising from $5 million in 2017 to over $100 million in 2024. So how do podcasts fit into the Australian news cycle? As audiences direct attention to independent and international productions, audience targeting, partnerships and media monitoring trends indicate a shift and a need to adapt engagement metrics and messaging strategy.
To highlight the impact of podcasts on audience engagement, we tracked coverage of key news themes in Australian podcasting from January 2020 to November 2024.
Podcasts surged into the mainstream during the pandemic, and they’re now evolving by integrating with platforms like video and audiobooks to meet new audience expectations.
While general podcast news discussion remains steady, discussion on news podcasts indicates listener engagement peaks around high-impact stories, suggesting that the topic and information itself is what truly resonates with audiences. Outlets like The Australian Financial Review and ABC have expanded into the format, yet even major programs like ABC’s Background Briefing face fluctuating engagement compared to discussion about news content being consumed through podcasts. The data suggests there’s a gap being left by main outlets in the podcasting space. While traditional media adapts, independent producers are gaining traction with stories that deeply resonate on identity and community issues, such as the 2021 Christian Porter case and The Briefing’s 2024 episode on pianist Jayson Gillham’s lawsuit against the Melbourne Symphony Orchestra. Understanding audience preferences and monitoring content trends helps communicators craft strategies that leverage podcasting’s unique appeal.
Podcasts offer creators the freedom to pursue stories with fewer constraints of advertisers, investors, or other stakeholders, leading to content deeply shaped by personal passion and a strong connection to the subject. This independence empowers impactful storytelling, as illustrated by The Teacher’s Pet, where Hedley Thomas’s rigorous reporting on the case of Lynette Dawson uncovered new, critical details and underscored the journalistic integrity driving audience engagement in a shared pursuit of truth. Similarly, New Politics, co-created by Eddy Jokovich, leverages its Patreon-funded model to explore perspectives outside mainstream narratives, showcasing the power of independent journalism through podcasting.
Sports and entertainment tend to generate high visibility and engagement, suggesting they benefit from a faster publishing cadence and broad appeal. However issues like global conflicts draw significant attention, especially among communities directly impacted. The Briefing podcast, for example, addressed the October 2024 conflict in Gaza in a recent episode where Lebanese-Australian journalist Liz Deep-Jones offered a personal perspective. This type of coverage shows how podcasts can provide both journalistic depth and emotional resonance, connecting listeners to complex stories in a more relatable way.
Even if a major broadcaster or outlet owns a podcast production, the unique style and tone set by the hosts and production team often place podcasts outside the conventional PR and communications scope. Unlike the carefully curated talking points found in a typical puff piece or advertorial, podcasts allow for candid, in-depth discussions that explore complex topics with a degree of freedom seldom found in traditional news media channels. This authenticity is driven by the podcast format itself, which favours nuanced discussion offering audiences a more transparent and less scripted narrative style.
Many of the leading news podcasts, like The Quicky by Mamamia, follow a daily release that taps into the rhythm of the 24-hour news cycle, providing timely responses to breaking news. This format appeals to listeners by delivering news in a quick, digestible style, ideal for staying informed on the go and catering to audiences prioritising both convenience and relevance. It’s no surprise, then, that top news highlight podcasts often incorporate ads at multiple points—before, during, and after episodes—capitalising on the high listener engagement these accessible, on-the-go updates create.
Sports and entertainment podcasts tend to attract higher engagement with frequent, easily digestible episodes, often in the preferred 20-30 minute range, which sustain a steady listener base. Personalities like Hamish and Andy, and John Graham exemplify how audience visibility can be driven more by engaging personalities than by traditional news analysis. In contrast, outlets like The Australian Financial Review maintain a more analytical focus with podcasts such as The Fin and Chanticleer, known for their conservative, business-centric tone. Meanwhile, digital-first brands like Mamamia take a more hybrid, accessible approach across varied topics, leveraging podcasting to reach broader audiences and foster engagement with impactful news stories. This range of formats illustrates how different brands tailor their podcast strategies to meet audience preferences, from rapid updates in entertainment to in-depth discussions on current events.
While legacy media outlets leverage their reputations to enhance their podcast presence, credibility alone doesn’t ensure engagement. Instead, PR and communications teams can boost audience connection by aligning content with listeners’ interests and authenticity, helping refine podcasting strategies to capture attention and drive meaningful engagement.
The Australian podcasting news industry continues to grow. While Australian audiences do consume content from international brands like the BBC, they also exhibit strong affinity for independent Australian productions over mainstream sources. In a period of uncertainty amidst Apple’s recent update to automatic download policies Australia’s podcast audience has rapidly expanded, with ad revenue rising […]
It’s become a truism to state that local journalism is in decline. But that story has been complicated by a new form of socially conscious ‘start-up’ publication cropping up across both ANZ and the wider world.
Consumers of local journalism are turning to independent sources, such as CityHub and Westender, that focus on community-driven stories, accountability, and underrepresented voices. This shift is compounded by the decline of traditional outlets, as highlighted in recent articles discussing the closure of regional papers due to rising costs, Meta's withdrawal of funding, and shrinking government ad budgets. These pressures reinforce the need for meaningful engagement with local journalism, as audiences demand authenticity and transparency in coverage of issues like housing, civil rights, and activism. By examining these independent outlets, we gain insights into how independent journalism continues to shape public discourse and meet the expectations of news consumers today.
Over time, the ANZ media has itself been writing increasingly about local journalism. Some of this laments its decline; elsewhere, it’s cited in national stories as a story source. But over time, we also see some of that attention focusing on publications such as The Westender and Cityside.
The Westender’s content and engagement reveals that local journalism consumption in Brisbane is significantly influenced by timely and relevant political topics, and pressing community issues such as the housing crisis.
Engagement patterns suggest that timely advocacy and local relevance are key draws for the publication, highlighting a community eager for information that resonates with their values and interests.
Over in Sydney, meanwhile, CityHub amplifies underrepresented voices and promotes accountability by covering issues such as military bases ("We Need to Talk About Pine Gap"), NSW’s anti-protest laws, and housing policies. It offers alternative perspectives that challenge mainstream narratives, fostering civic engagement and activism. With audiences engaging on platforms like X and Reddit, local outlets build credibility through community-driven stories and partnerships with organisations like Australians For War Powers Reform.
This pattern suggests that certain topics resonate more deeply with the audience than others. Stories that receive particular attention advocate for diversity and anti-racism, and frequently call out local councils for failing to act on commitments, such as anti-racism strategies.
CityHub highlights the views of prominent local figures and groups, like Greens councillor Dylan Griffiths, who pushed for Inner West Council's ceasefire call in Gaza, and the Arab Council for Australia, whose frustration led to the mass resignation of the Multicultural Advisory Committee. This type of reporting offers a platform for communities seeking to impact policy—something often underrepresented in mainstream media coverage unless it’s taking place on national scale.
The active sharing of CityHub content on platforms like X and Reddit highlights community engagement around social issues.
CityHub’s audience is most likely to engage with political themes, followed by culture and crime, often focusing on issues that directly impact their lives, values, and beliefs.
Advocacy campaigns, such as the Fossil Ad Ban's billboard initiative, not only spotlight important issues but also critique political figures like Anthony Albanese based on their responsiveness to these values. Cultural expressions, such as protests and street performances, carry political significance, while initiatives like the Sydney Olympic Park development reflect community values towards topics like urban planning.
Clearly, CityHub and publications like it are fulfilling a need that has been unfulfilled amongst the community - but what influential figures help disseminate these stories amongst willing audiences?
It’s no surprise that advocacy groups are actively sharing and disseminating calls to action. Content creators, particularly those writing for CityHub, effectively communicate the stories they cover, resulting in increased engagement for the local outlet. The reach and influence of these reporters often surpass that of CityHub itself. Additionally, credible community figures, such as university lecturers, further enhance the publication’s coverage.
CityHub and The Westender illustrate the critical role of independent local journalism in shaping public dialogue and accountability. This active participation reflects a community eager for accountability and willing to challenge local authorities on issues like systemic inequalities and inadequate policies. The preference for independent sources indicates growing scepticism towards mainstream media and a trust in alternative narratives that align with their beliefs.
" ["post_title"]=> string(62) "How a new type of local journalism is engaging ANZ audiences " ["post_excerpt"]=> string(0) "" ["post_status"]=> string(7) "publish" ["comment_status"]=> string(4) "open" ["ping_status"]=> string(4) "open" ["post_password"]=> string(0) "" ["post_name"]=> string(60) "how-a-new-type-of-local-journalism-is-engaging-anz-audiences" ["to_ping"]=> string(0) "" ["pinged"]=> string(0) "" ["post_modified"]=> string(19) "2024-10-18 01:52:12" ["post_modified_gmt"]=> string(19) "2024-10-18 01:52:12" ["post_content_filtered"]=> string(0) "" ["post_parent"]=> int(0) ["guid"]=> string(32) "https://www.isentia.com/?p=35151" ["menu_order"]=> int(0) ["post_type"]=> string(4) "post" ["post_mime_type"]=> string(0) "" ["comment_count"]=> string(1) "0" ["filter"]=> string(3) "raw" }It’s become a truism to state that local journalism is in decline. But that story has been complicated by a new form of socially conscious ‘start-up’ publication cropping up across both ANZ and the wider world. Consumers of local journalism are turning to independent sources, such as CityHub and Westender, that focus on community-driven stories, […]
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