Digital campaign wars and warm lettuce

This column first appeared on Broadsheet on Nov 4th, 2019 and looked at the weekend Fine Gael digital attack on Fianna Fáil which backfired badly and ended weak.

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Being active on social media is not the same as being good at it. This is something Fine Gael learned yesterday morning.

At 9am it launched a digital attack claiming Fianna Fáil is not producing policies. Pretty basic stuff from a party in government, you’d have thought. Hard to screw that up. Attack the main opposition party for not doing enough. Claim they are just criticising you, trying to score points and acting like an… well… an opposition.

To be fair, Fine Gael got most of the basics right. They produced a decent digital video, loaded with graphics and charts and pumped it out across social media platforms. They backed it up with a press release in the name of Colm Brophy TD, hoping that the following day’s print media would pick up on it.

So far, so meh… yet, within barely an hour their digital campaign was not just misfiring, it was backfiring and going down in flames.

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