Across Europe, low voter turnout in European and national elections is a growing concern. Many citizens are disengaged from the political process, threatening the health of our democracies. At the same time, the increasingly prominent role that social media plays in our lives and its function as a new digital public space offers new opportunities to reengage non-voters.
This report explores the potential for social media to support efforts to get out the vote. It lays out which groups need to be the focus of voter mobilisation efforts, and makes the case for using social media campaigning as a core part of our voter mobilisation efforts. The research draws on a series of social media voter mobilisation workshops run by Demos with small third sector organisations in six target countries across Europe, as well as expert interviews, literature review and social media analysis.
Having affirmed the need for and utility of social media voter turnout efforts, Like, Share, Vote establishes key principles and techniques for a successful social media campaign: how to listen to the digital discourse of your audience, how to use quizzes and interactive approaches, how to micro-target specific groups and how to coordinate offline events with online campaigns. This report concludes that, with more of our social and political lives taking place online than ever before, failing to use social media to reinvigorate our democracy would be a real missed opportunity.