Leave Overtakes Remain on Facebook

Referendum likes

On the whole, Facebook often lacks Twitter’s faster political edge. Yet as shown by the general election, it matters far more…

While Remain always lacked Twitter* followers, it carried the edge regarding Facebook likes – until today. With Guido’s daily campaign report showing the two campaigns being neck and neck yesterday, it would appear that Farage’s (or Cameron’s) performance last night was enough to push some as-yet-undecided Facebook users over the edge, lending Leave 4,500 extra followers overnightArron Banks fans screaming “split campaign” should remember Guido only started tracking likes after Vote Leave got the official designation…

What does this mean? Facebook offers politicos the opportunity to appeal directly to users with targeted messages from their page. Using the vast array of data stored on each Facebook profile – likes, location, events attended – these posts can be laser precise while not subject to the clamour of Twitter’s left-wing echo chamber. If that isn’t convincing enough, the Tories chose to spend £1 million more than Labour on Facebook alone in 2015. Twitter wins columnists, Facebook wins votes…

*At the time of going to pixel @Vote_Leave has 53,946 followers and @StrongerIn has 35,256 followers.

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Quote of the Day

Dr Alexander Kogan, the app developer who originally harvested the Facebook data, said…

“I think what Cambridge Analytica has tried to sell is magic and made claims this is incredibly accurate and it tells you everything there is to tell about you. But I think the reality is it’s not that. If you sit down and you really work through the statistics and you think what does a correlation of point three means, those claims quickly fall apart. And that’s something any person with a statistical background can go and do.”


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