Understanding Labour’s ingenious campaign strategy on Facebook

The 2017 election saw a stronger than foreseen performance by the Labour Party. Matt Walsh explains how Labour’s Facebook success played out, heralding the party’s overall campaign performance. GE2017 was a numbers game: by achieving very high levels of organic reach, Labour managed to target undecided voters in marginal constituencies, energise voters who had drifted away from the party, and mobilise the young.