5 February 2015 – electioneering, promoting local food, and social media

I notice today that the UK Conservative party is greatly increasing its spend on Facebook (more than £100,000 a month) as part of its campaign in the run up to the election in May. It is reported that the primary aim is to collect email addresses. Current research I am doing on global-local food supply chains is showing how the use of social media is being used at the local traditional and artisan levels by food producers as an effective counter-balance to the vast marketing budgets of global businesses. In this instance, it is promoting the local very dynamically, especially to younger consumers. It will be interesting to see how the social media ‘storm’ grows – and in what directions – as the election campaign gathers momentum.

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