Over 60,000 votes separated Len Brown, our new Auckland Supercity mayor-elect and his opposition John Banks. Such a large sway in votes leads us to think – what exactly did he do better?Holmes said that the last 3 months of Banks’ campaign dwindled and suggested Banks lost his steam for a great fight. This particularly down to his comments of not over-promising and keeping a relatively similar view to the direction he was currently taking Auckland. Brown on the other hand promised some big plans for Auckland, and with that came some attractive looking policies, with equally high prices. Seems we were in favour.
After reading numerous articles and comments post election, it seemed Banks ran a very traditional campaign somewhat limited to the central city. He’s reported to have neglected to target the North Shore, West Auckland and most importantly South Auckland areas where voters may not have been as tuned into the campaign. This could have been one of the factors that contributed to the landslide victory, coupled with the way each candidate used social media.
@mayorlenbrown attracted twice as many followers as @mayorjohnbanks. The interaction on each Mayor’s Twitter accounts reveals extensive conversation and banter back and forth. Brown ran with a ‘banter’ approach and Banks sent ‘updates’.
My opinion is that Twitter works best as a water cooler turned beehive of information and chatter, and in only certain cases (e.g @NZcivildefence) requires one way communication by way of updates. It is imperative that for the success of high profile people (of any sort) on social media that interaction between the person and the fans is on the same level to ensure engagement.
Special Mention – Social Media Stand Outs During the Campaign:
1. Rob Thomas
Auckland council candidate Rob Thomas made the 6pm news after announcing he had put up a billboard on Ponsonby Rd that was kitted out with Bluetooth. Nearby locals had the option to enable their cellphones to receive a personalised campaign message.
Auckland council candidate Rob Thomas made the 6pm news after announcing he had put up a billboard on Ponsonby Rd that was kitted out with Bluetooth. Nearby locals had the option to enable their cellphones to receive a personalised campaign message.
Elected into Rodney District Council at just 22 years of age last election, and over the weekend racked up an outstanding 9,121 votes for the new Albany ward of the Auckland Council, thrashing North Shore Mayor Andrew Williams. He has almost 1700 friends on Facebook and over 400 followers on Twitter. Goudie tweeted after the result that he proved a point in his campaign by using social media.
I think it’s fair to say the crows spoke for themselves – and Bank’s agreed. In his speech of defeat, he congratulated Brown, and said Len had mobilized his voters like never before – and “good on him”.
Written by Jess Miller.
I think it’s fair to say the crows spoke for themselves – and Bank’s agreed. In his speech of defeat, he congratulated Brown, and said Len had mobilized his voters like never before – and “good on him”.
Written by Jess Miller.
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