Insights from the UK and beyond
from The Great Debate UK:
- Paul Afshar is senior account manager at public relations firm Edelman. The opinions expressed are his own. -
A famous German writer once said "personality is everything", which could not ring truer for the UK's General Election, and particularly "likeability" on social media.
With the public, to lesser and greater extents, unbothered by detail of party manifesto commitments, the sturdy Scottishness of Gordon Brown vs. the persuasive tones of David Cameron and, arguably Nick Clegg, act as barometers of voters' intentions better than their understanding of National Insurance contributions.
Should the party leaders be concerned about their likeability on social media?
Yes, according to Edelman's TweetTracker tool. On Twitter, with its 2.5 million UK users, personality is everything.