Political myths questioned: Twitter is no good for local politics

It’s become something of a truism for believers in the utility of Twitter in politics to say, “Of course it’s no good for local campaigning, but…” usually ending with a point about motivating activists or joshing with journalists.

Those certainly are uses for Twitter, but I’ve always been puzzled by the dismissal of Twitter’s local power. That is partly because I’ve found interesting but previously unknown to me people living nearby who I get fun or useful information from via Twitter. If I can find a local community for non-political purposes, surely a politician can too for their purposes, especially as they have a much readier supply of interesting local information to share?

It’s also partly because over the decade and more using the internet for political campaigning, almost every tool has been more useful at the local than at the national level. Perhaps Twitter is finally an exception to that rule, but what is the evidence?

Talking to some MPs and councillors who are serious Twitter users, it’s clear that there are many who do see it as a powerful local tool – if the skill and effort is put in to building up the audience. As with websites, simply being there on the internet does not get much of an audience; you need to win one over.

How effective can it be if you do this? Well, a survey carried out by Lynne Featherstone MP of her Twitter followers earlier this year gives a clue:

Do you live in my constituency?

• Yes: 40%
• No, but moving in: 1%
• No, but used to: 3%
• No, but live elsewhere in Haringey [the local authority]: 5%
• No: 51%

With over 2,400 followers and a majority to defend of 2,395 that suggests via Twitter Lynne Featherstone can reach around 960 people. Add in the ability of people on Twitter to pass on information and reputation more widely and we have a significant number.

(Details of this survey are taken from a talk I gave earlier this year at Nottingham University, where I also expanded on the point about the importance of the local audiences for internet campaigning. You can read the talk and see the slides here.)