Who is the loudest of them all?
Nextwork’s Head of Digital & Public Affairs Lasse Perrild explains to the Danish newspaper Dagbladet Information, why the Danish Immigration and Integration Minister Inger Støjberg is dominating the political debate on Facebook.
A digital study that Nextwork and Analyse & Tal have done for Dagbladet Information, surveying more than 16 million data points, have shown that the Danish Immigration and Integration Minister Inger Støjberg is far more superior than her colleagues when it comes to Facebook reach and interaction. On an average her post will get 6,376 interactions, which is four times as many as the politician with the second most interactions, Pia Olesen Dyhr from SF, with 1,580 interactions per post.
Lasse Perrild accredits Støjberg’s success on Facebook to her sharp eye for divisive content, and her ability to disrupt people and most importantly – get them to react. “Almost all of her posts are about immigrants, which is a subject that we know divides the Danish population. She therefore gets a lot of negative comments but they are actually helping her to spread her message, because Facebook’s algorithms thereby assess it to be a meaningful debate that should be spread out to even more people,” Says Lasse Perrild in the article.
And Inger Støjberg’s massive present on Facebook is of great importance to her party Venstre. The digital study executed by Nextwork and Analyse & Tal showed, that Inger Støjberg was accountable for 25 percent of the Facebook interaction with Venstre and its politicians. Lasse Perrild points out that the political view of Venstre that the population is met with on Facebook is consequently massively dominated by Inger Støjberg’s opinions and posts. The study also shows that Støjberg has a unique ability to appeal to those who normally vote for the Danish right-wing party DF, and that she is by far Venstre’s greatest channel to reach those voters.