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What my tweets could tell us about the political, economic, social, technological landscape for campaigners…

Doing a PEST (political, economic, social, technological) analysis can be a great way for campaigners to look at the external landscape that they’re campaigning in – so as we head into a new year I decided to look back through the 100s of tweets I’d written in 2018 to see if there were some trends that might be emerging.

Politics

    • Brexit – enough said perhaps, and there are lots of great articles out there on the topic, but it’s going to dominate politics over the next 12 months, taking up the bandwidth of Parliament and Government to push forward other legislation, and also the need to shape new policies if and when we leave the EU. But the campaigning over Brexit also shows the new realities in how to use framing, narratives and targeting to win, for those who are looking to stop Brexit it can’t be through using facts alone.
    • The fallout from Brexit – it’s not time for predictions of what will happen, but the end of 2018 showed that events can move quickly, we could get a Conservative leadership election – and a reminder here that favorites don’t always win so look out for outside candidates, or a General Election which means that parties are preparing for it, both by selecting candidates for target seats and starting to think about their manifestos.
    • Metro Mayors – 2019 will see an election for a North of the Tyne mayor to join the existing 22 directly elected Mayors, and with increasing powers being devolved to Mayors they can be powerful advocates to push for issues at a time when Westminster politics can appear gridlocked.
    • A decline in the traditional way that we have engaged and communicated MPs. More and more research is showing MPs saying that they don’t find emails an effective way for supporters to be in touch, so what other approaches should campaigners be looking at?
  • The new divides – it’s been labeled open/closed or anywhere/somewhere but the last few years have highlighted the new fractures in British politics, for campaigners they present a challenge in an increasingly polarised country and show that there are some important strategic choices to be made in who you are trying to engage with your issue and a question of is single issue campaigning is contributing to polarisation.

Social

    • How we gather – While attendance and membership of traditional institutions that have been at the heart of many movements like the church and trade unions might be declining, but that does mean that new spaces are emerging, from activities like parkrun to Crossfit we’re finding new ways to gather together.  

Technological

Economics – Interestingly I didn’t tweet much that would end up in the economic section, but here are a few reflections from the few tweets I did send;

Comments

1 Comment

Jayde

Hi Tom, this is a such a great exercise – I was just wondering how you practically did this? Did you manually review the tweets, or did you use some kind of analytical tool?


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