Observations from the Israeli online political campaigns
A brief observation1 of the online internet campaigns for the top Israeli political parties one month before the 10 February general elections reveals some interesting analysis.
With a large population using broadband internet, all parties realise the importance of a good website to spread their campaign message. Most, if not all, of the sites include what can be considered the basics nowadays meaning blogs, videos, pictures and generally good modern looking graphical sites. The survey carried out looked at each website in terms of languages available, blogging capabilities, videos, sign up forms, online donations, extra widgets and links to other online social networks. The survey also looked at the social network links of the parties or leader to see the number of hits, subscribers and popularity. The sites scanned included Facebook, Flickr, Youtube, Linkedin, MarkerCafe, Tapuz and MySpace.
Simplistically, the results of the survey reflected the current polls.2 Too many other variables play apart in the campaign to conclude this, but the point to emphasis is the power and importance of what online tools and a solid online campaign strategy can do to enhance the overall campaign.
Here are some of the interesting results (conducted 9 January, month before general elections): Facebook (group supporters): Livni 311; Barak, 416; Netanyahu 1,781; Meretz 998 Flickr (photos posted): Livni 315; Barak 35; Netanyahu 375, Israel Beiteinu 28 Youtube (channel views, videos, subscribers): Livni 15702,35,84; Barak 5500,44,28; Meretz 342,-,2
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The winner by far: Netanyahu and Likud’s website (see earlier post: Obama-Netanyahu Spot the Difference) is clearly a step above the rest, although costly it is the best by far in terms of design and technology. The Likud leader has made excessive use of the social networks, including Twitter (micro-blogging) which some politicians were hesitant in using and even has a Myspace page with over 12,000 views (that is 12,000 more than other politician). The party’s online effort can be seen in the results although the online community system that Netanyahu offers is not far from active. The question remains, as to whether it is campaign focused or there will be a post-election plan to continue the website and online community process.
Reoccurring problems: Many of the sites only surfaced a few weeks before election campaigning. Kadima is an example of a site that was running throughout the year but without any upgrade before the election is limited in functionality and user interaction compared to the others. The Labour party did not even have a website until a month ago. The sites that are running now are specifically focused on the campaigns (granted) but lack any other further materials or content related to parties that have a deep rooted history in the country. A total lack of content is a glaring concern and most of the sites are purely just created for the campaign. Are they cutting cost, lack the resources, with holding information strategically or just badly organised and thought out? It won’t be surprising if some of these sites cease to function and operate after the February 10 voting day.
Another glaring issue noticed, related to the previous paragraph of lack of content and information is that many of the sites are only displayed in Hebrew, some with a bit of English, some with a focus on Russian and most without Arabic. Kadima’s site even has a comment from an overseas supporter requesting information in English. Regarding, elections campaign maybe this does not help the party, the overseas supporter does not vote, but there is no harm with creating some global overseas support base for your politics. Why can’t a few pages be translated for the tens of thousands of potential voters who do not have Hebrew as there mother tongue?
Online donations is another interesting subject. The waters have not been tested, and little is known or reseaeched of the potential for online donations and new method of fundraising. A few sites try it through third party merchants but by no means is it a focus and pushed on the sites.
Overall verdict: Netanyahu-Likud’s site far outranks any of the oppositions although at a large financial cost. Kadima’s site is average lacking a few of the modern technology but at least has been operating for an extended period before the campaign season. Labour was lacking a site until a few weeks ago, and it continues to grow and add features, but a little too late. Shas is using the open source code and content management of Drupal (respect for innovation and creativity) and were the only site that hinted at understanding the power of the internet community by allowing users to vote on banners and slogans that they will use in the campaign. This is the point that most of the sites have missed.
As much as Netanyahu’s site has tried to create an online community it has not taken off. The others have not even tried to build some sort of active online community to mobilise, plan and get users involved in the campaign. There is no empowerment of the supporter, change from the ground up, grass roots initiatives through the internet, it’s just more of the same. The time will come when the public will demand more interaction, participation, transparency and representation, in the meantime the parties are still holding onto that power, even online.
- Research carried out on January 9, 2009 one month before the general elections. Parties surveyed included Kadima, Likud, Labour, Meretz, Israel Beiteinu, Shas, Tzipi Livni, Ehud Barak, Benjammin Netanyahu. The sites continue to improve and add new technologies. Those that had the technologies and ideas first, remain in the advantage.
- Current Israeli Opinion Polls from 18 January (Seats out of 120): Likud 29 Kadima 26 Labour 14 Yisrael Beiteinu 14
