Facebook reveals to South Australian MPs spending the most to promote themselves
SA politicians are spending thousands of dollars buying space in our Facebook feeds, according to new figures from the social media giant that reveal who’s paying the most.
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Local MPs are spending thousands of dollars trying to promote themselves on Facebook, new figures from the social media giant have revealed.
The biggest spenders in South Australia over the past two months include Federal Labor MP Nick Champion, bought 18 ads costing $7496, and Premier Steven Marshall with 15 totalling $6360.
Labor’s newest Senator Marielle Smith spent $5940, while former Centre Alliance and now independent Senator Rex Patrick spent $3719.
Facebook has for the first time published details of who is advertising on its site, as it comes under fire for failing to adequately compensate the work of Australian media organisations – big and small.
The tracker displays advertising related to social issues, elections or politics.
MPs can use their taxpayer-funded global allowance at a state level or office supplies expenses at a federal level to pay for the advertisements. Political parties are also paying for the advertisements, the data shows. Mr Marshall’s posts, many of which have related to the handling of COVID-19, state they are paid for by the SA Liberal Party.
Liberals to advertise over the past two months included Federal MPs Nicolle Flint, Tony Pasin, Alex Antic and David Fawcett and state MPs Dan Cregan, Matt Cowdrey and Tim Whetstone.
A State Government spokeswoman did not disclose how much had been spent on Facebook, arguing many traditional forms of MP advertising were “no longer relevant for the general population”.
“Members of parliament use Facebook for the same reason as businesses, news outlets, charities, not-for-profits, community groups and other organisations – to communicate with their constituents and keep them informed on what’s happening in their community,” she said.
Labor Opposition Leader Peter Malinauskas’s office was more forthcoming, an Opposition spokesman saying the party had spent about $26,000 over the past year on Facebook ads for multiple accounts, including Mr Malinauskas’s page, a party page and for individual candidates.
“This was all paid for by the party and not taxpayers,” the spokesman said.
“When Peter communicates with his electorate he does pay for these ads through his MP global allowance in accordance with the guidelines.
“Over the past 12 months the total cost of these ads was $1060 and all have related to local Croydon electorate issues.”
Federal Labor MPs Mark Butler and Amanda Rishworth have been frequent users of Facebook ads over the past two months.
Their colleague Mr Champion, who spent more than any other SA politician during the period on 18 ads, said he had taken them out after being unable to hold his traditional street corner meetings and shopping centre stalls during the peak of the COVID pandemic.
Mr Champion said a big percentage of his advertisements were focused on the impact of Australia Post cuts on the community.
A snapshot of his ads also shows a heavy focus on targeting the Liberals after the aged pension was not raised under indexation in August.
Mr Champion was highly active in mid-late September when he spent most of his money, but he downplayed any links to a rumoured switch from federal to state politics.
State Labor has already started trying to boost the profile of Lucy Hood, its candidate for Adelaide for the next State Election, with 10 ads.
On September 1, Facebook threatened to ban news from its platform in Australia to avoid paying for journalism in a move that was labelled “ill-timed and misconceived” by competition watchdog the Australian Competition and Consumer Commission (ACCC).
The threat followed moves by the ACCC to force Facebook and Google to compensate Australian media outlets for the use of their content – a move that would set a worldwide precedent and one that Federal Treasurer Josh Frydenberg said would establish a “more level playing field”.
Senator Patrick, who has been critical of the big social media giants, was a major advertiser on Facebook last month.
“I have no objection to Facebook as a platform but it does need to compensate news providers for the news content that it directly and indirectly gives it value,” Senator Patrick said.
Politicians are not alone in trying to sway opinion on Facebook, the data shows.
The South Australian Independent Retailers have spent more than $8000 hitting out against the Liberals’ plans for deregulated shopping hours.
WWF Australia has raised awareness of an “extinction crisis” and the Australian Conservation Foundation has run a series of ads about a range of issues including Adani, koalas and fossil fuels.
*Total spent by page on ads about social issues, elections or politics from August 5 to October 3. Source: Facebook Ad Library