Social media campaign hammers the Daily Mail

Daily Mail gypsy poll

The Daily Mail is running an online poll that is shocking even by Daily Mail standards. It’s asking ‘Should the NHS allow gypsies to jump the queue? A Twitter campaign has sprung into action urging people to vote the right way, which means that at the moment the result is YES 93%, which given the leading question isn’t the hate filled answer the Daily Mail was looking for. I’m surprised the Mail hasn’t pulled the poll yet and it will be interesting to see how it covers the story and if rival papers pick up on it.

It’s an excellent example of just how effective a social media campaign can be.


About Stuart Bruce

International communications consultant and PR trainer specialising in online public affairs, digital corporate communications, online PR and social media; frequent national media commentator and conference speaker.
  • http://www.ourmanincameroon.com Steve Jackson

    It will be interesting to see how it covers it..my bet is that it will simply ignore it.

    But calling it a "social media campaign" or even a "Twitter campaign" is a little grand. Twas just a couple of hours of retweeting.

    A small victory for a very small amount of effort.

  • http://www.prblogger.com Stephen Davies

    Looks like they've pulled because I can't see it on the site anymore. Terrible poll.

  • http://geetarchurchy.wordpress.com Matt Churchill

    I doubt they'll cover it at all, those pesky kids eh…

  • http://www.stephennewton.com Stephen Newton

    It made a Telegraph blog and got removed from the website:
    http://blogs.telegraph.co.uk/damian_thompson/blog/2009/06/19/daily_mail_readers_vote_to_allow_gipsies_to_jump_nhs_queue
    But the Mail runs loads of these polls and rarely reports on the results.

  • http://the-print.blogspot.com/ JWilliams

    This isn’t a real poll! It’s a Daily Mail branding exercise; product positioning in the minds of its audience. The people taking this poll are at the Daily Mail website because they have the website bookmarked. There’s no illusion about their political/social makeup. It’s like asking ‘should chicken farming be banned?’ on a vegetarian website. That’s why they don’t bother to report the ‘results’. And with regard to campaign effectiveness sure, if such polls are picked up by other publishers with different audience bias newsworthiness may grow under more heated opinion exchange. Social media can certainly facilitate a war of opinion very quickly, but only if the poll is fed into the right channels. It’s a matter of ‘know your audience’ and ‘know where they are’.

  • http://the-print.blogspot.com/ JWilliams

    This isn’t a real poll! It’s a Daily Mail branding exercise; product positioning in the minds of its audience. The people taking this poll are at the Daily Mail website because they have the website bookmarked. There’s no illusion about their political/social makeup. It’s like asking ‘should chicken farming be banned?’ on a vegetarian website. That’s why they don’t bother to report the ‘results’. And with regard to campaign effectiveness sure, if such polls are picked up by other publishers with different audience bias newsworthiness may grow under more heated opinion exchange. Social media can certainly facilitate a war of opinion very quickly, but only if the poll is fed into the right channels. It’s a matter of ‘know your audience’ and ‘know where they are’.