Running as a candidate in the UK 2019 elections must be a neurotic pursuit.

There are stories being told about you, sometimes spun by invisible storytellers. The substance of the stories is at best dubious and at worst malevolent and if you want to change the message, you first need to influence the influencers.

The UK election is proving a perfect showcase for the social media ability to subvert the established rules of communications, we call this shape-shifting.

The best example of social media shape-shifting has taken place in the last 24-hours in the run-up to the UK general election 2019.

A four-year-old boy is pictured lying on a hospital floor, waiting for treatment. A debate catches fire with a Daily Telegraph columnist acting as a hub by retweeting doubts about the veracity of the pictures. The circumstances are later confirmed by the NHS.

Health Minister Matt Hancock is sent to the hospital and the BBC tweets that a Labour activist ‘punched Hancock’s advisor.’ The Daily Mail, the Express, the Sun, the Telegraph and the Guardian all tweet news about what is quickly labelled Punchgate.

Later, a reporter attempts to show Prime Minister Johnson pictures of the hospitalised, prostrate child. The journalist, Joe Pike, later tweeted:
‘Tried to show @BorisJohnson the picture of Jack Williment-Barr … The PM grabbed my phone and put it in his pocket’

Influencers and their networks are key

Brand custodians want to shape the direction of a story and to be efficient and effective, it is critical to know who is providing the viral rocket fuel.

Identifying key influencers, their interests and then connecting conversations, sentiments and allegiances are just some of the key features of the Mediacells Influencer Networks.

Insights are generated by analysing relationships and interactions, bespoke to each of our clients. Influencer Networks identify key influencers, how they feel about relevant topics, who the key protagonists are and where their intellectual allegiances lie.

Messaging activities can then be targeted and measured to deliver results and deepen relationships between Marketing/Communications teams and the journalists, vloggers and influencers who are most relevant.