Results
1. How are MEPs using digital tools to reach out to voters?
Download: [EPS] [JPG 200dpi]
MEPs continue to make use of a wide range of channels to communicate with constituents. The most notable developments since 2009 have been the rise of social networks (mainly Facebook) and the decline in blogging. This is likely due to a number of reasons: the time-intensive nature of blogging is worthwhile in an election year, but less so now; platforms like Facebook and Twitter provide immediately accessible audiences while blogs have to be marketed.
While MEPs' use of Twitter is rising, it is doing so at a slower pace than amongst corporate or NGO users. With Twitter, there is a 'fear factor' of a negative reaction which quickly becomes widespread. What is notable is that MEPs struggle to see the value of Twitter. This could be explained by their use of it as a broadcast mechanism rather than an opportunity to listen and engage, which is arguably not an appropriate use of the channel (see question 4).
Key findings and comparisons with FH's previous study:
- 69% use social networks whereas previously only 33% used social networks extensively.
- 65% distribute newsletters.
- 29% write a personal blog, compared to 40% in 2009.
- 34% are on Twitter, up from 21%.
2. How do MEPs view the effectiveness of communication tools?
Download: [EPS] [JPG 200dpi]
Personal contact and media coverage are viewed by MEPs as by far the most effective communications tools. However, the responses demonstrate a marked attitude shift towards targeted political dialogue and engagement with the public through social media. This confidence does not apply to all social media tools - less than one in three of the respondents felt that Twitter was effective, almost 20% less than blogs (see question 4).
Despite personal websites being more of a one-way information tool rather than a dialogue mechanism, MEPs believed them to be the most effective online form of communication, over all other social media tools.
Other striking results include the Parliament's lack of conviction in video communication in an age in which YouTube attracts up to 2 billion clicks a day. And despite online advertising such as ad words being used actively in their election campaigns in 2009, there is - at this point in their mandate - a significant lack of faith in their effectiveness.
Key findings and comparisons with FH's previous study:
- 95% believe personal contact is effective.
- 88% and 87% deem national and local media coverage effective in communicating with voters.
- 61% consider social networks as effective channels of communication.
- 78% consider personal websites effective whilst blogs are at 48%.
- 49% do not know about Adwords although 34% were using it prior to the election in 2009.
- Only 12% call online video very effective.
3. Which languages are MEPs using to communicate?
Download: [EPS] [JPG 200dpi]
Download: [EPS] [JPG 200dpi]
Concerns are often raised about the language barrier inherent in Twitter and blogging; that pan-European conversation is hindered as political discourse remains local. What is striking is that one in three respondents who blogs or tweets also does so in a second language indicating a commitment to reaching a broader audience, which is often overlooked.
Key findings and comparisons with FH's previous study:
- 30% of those who use blog and 33% who tweet use two or more languages (English being the predominant second language.)
4. The greatest benefits of blogging and using Twitter
Download: [EPS] [JPG 200dpi]
Download: [EPS] [JPG 200dpi]
Of those who tweet and/or blog, the greatest benefit was universally named as 'expressing views to constituents'. This shows that MEPs' use of Twitter and blogging for actively engaging in conversation remains low. This may be one reason that many do not consider Twitter and blogging as highly effective (question 2) and suggests there is scope for MEPs to develop their use of these tools.
Key findings and comparisons with FH's previous study:
- 73% and 57% of bloggers and Twitter users say the greatest benefit is 'expressing views directly'.
- 28% say the greatest benefit of Twitter is dialogue vs. 15% for blogs.
- Over 25% see using Twitter as a way to create dialogue.
- One MEP also described Twitter's greatest benefit as 'keeping journalists interested.'
5. How are MEPs using the internet to research legislative issues?
Download: [EPS] [JPG 200dpi]
All MEPs use the internet to research for their daily legislative work. 99% of respondents said they use search engines every week to conduct research on policy matters and 78% use Wikipedia. Media remains key, with both traditional and EU focused news being regularly followed, indicating an interesting overlap between traditional media and digital. Digital tools are increasingly used as the gateway to the traditional media in part no doubt due to the ease with which MEPs can access their national papers online.
Interest group websites are also valuable sources of information as 80 % MEPs visit them each week.
Rather than on-line means replacing more traditional ones, this shows the importance of an integrated approach. The proliferation of communication channels means that both online and offline should be combined.
Key findings and comparisons with FH's previous study:
- 99% use search engines every week, 93% every day.
- 78% of MEPs visit Wikipedia every week.
- 95% visit online versions of traditional newspapers several times a week whilst 82% are also reading online EU focused media.
- 80% visit interest group sites every week.
6. When conducting research online, what are MEPs looking for?
Download: [EPS] [JPG 200dpi]
93% of MEPs are using search engines every day to conduct research on policy matters. First of all MEPs are mainly searching for media coverage, underlining the continued necessity of a good media strategy. It also suggests that the demise of traditional journalism about EU issues has been overstated. While the business models may be forced to change, the demand for journalistic comment on EU issues is still substantial.
Coming in after media coverage are simple summaries of issues. This indicates a need for organisations to shift from an approach which has focused mainly on producing in-depth content to a more balanced strategy which also embraces accessible summaries, FAQs, etc.
Key findings and comparisons with FH's previous study:
- 86% are looking for media coverage of the issues
- 80% are looking for simple summaries of issues
7. How important are different channels of communication in informing MEPs' thinking on policy?
Download: [EPS] [JPG 200dpi]
Coverage in national media was named by 90% as important in informing thinking on policy issues. National media coverage is more influential in informing MEPs' thinking than personal contact or the position taken by party or national government. Stakeholder communications also feature highly, indicating that MEPs look to formulate opinions based on a wide array of input. Over half of respondents believe online campaigns as important in informing their thinking, a number that is likely to rise considering they are a fairly new phenomenon, and with the introduction of the European Citizens' Initiative.
Key findings and comparisons with FH's previous study:
- 90% name coverage in national media as important, 51% of those very important.
- 89% cite personal contact with constituents as important or very important compared to 68% for stakeholder communications.
- 88% cite the position taken by the national party/government as important.
- 53% believe that campaigns targeted at them from constituents via the web are important.
8. How important are different channels of stakeholder communication in informing MEPs' thinking on policy?
Download: [EPS] [JPG 200dpi]
Personal contact and position papers are given the highest priority here but in terms of online stakeholder communications, specific issue websites are valued more than generic organisation websites. This is an interesting finding which implies that producing separate, specialised content on key issues through microsites for example is a highly viable approach.
Ultimately, it has become more important than ever to communicate with MEPs in multiple channels and to make sure that both simple and detailed content is easily accessible through both traditional and online means.
Key findings and comparisons with FH's previous study:
- 78% think issue websites are important, which is 5% more than the organisation sites.
- 86% call position papers important but personal contact is still the most important at 93%.