Seven-in-ten Scots now access the internet for personal use, rising to nine-in-ten aged 18-24. Younger people are also more connected with social media sites, such as Facebook and Twitter. Almost two-thirds of 15-34 year olds in the UK use social media.

A political party’s success is determined by the way in which it is perceived by voters. As a result, they must win the loyalty and trust of voters in the same way that brands have to attract consumers to buy their products or services.

Like brands, political parties try to shape perceptions through advertising and marketing campaigns that involve canvassing, leafleting, party political broadcasts and media appearances. However, just like consumers, voters’ perceptions are often shaped by a myriad of other influences, such as the media, local issues, past allegiances

and the opinions of family and friends.

Ipsos MORI used social listening techniques to explore online discussions surrounding the four main parties in the 2011 Scottish Parliament election campaign.