Calls for Daniel Andrews to hand over social media to Jacinta Allan after $1m taxpayer spend

Daniel Andrews is facing calls to hand over his hugely popular social media accounts, which boast 1.7m followers, to Jacinta Allan after he spent $1m of taxpayer funds to boost his profile.

Dan Andrews boasts more than 1m followers on his social media accounts.

Daniel Andrews is facing calls to handover his social media accounts to Jacinta Allan after spending more than $1m of taxpayer funds to boost his profile.

His resignation has prompted discussion about “digital transitions” of the accounts he used as Premier and whether he should retain them.

After coming to power in 2014, Mr Andrews amassed a huge following of almost 1.7m followers across Facebook, Instagram and Twitter — more than any other Australian politician.

He spent more than $1m of taxpayer funds promoting the work of the government.

By contrast, Jacinta Allan has about 47,000 followers across the same social media networks.

La Trobe University honorary research fellow in strategic communication, Dr Natalie McKenna, said Mr Andrews’ accounts should be passed on.

Dan Andrews. Keen golfer. Big on Twitter..

“Daniel Andrews has benefited personally from tax payers funds that increased his follower count. He can now benefit personally and financially from the public profile this has created,” she said.

“Tax payers funds contributed to his popularity through engaging content creators that were expert in crafting a persona that was likeable and relatable. This was at a peak during the Melbourne lockdowns.”

ANU political scientist Intifar Chowdhury said there was merit in considering a formal digital transition similar to that which occurs in the US.

Social media companies hand control of official government accounts to incoming administrations following elections and after archiving material.

Former Premier Dan Andrews. Picture: Ian Currie

Premier Jacinta Allen. Picture: David Crosling

“Dan Andrew’s Facebook account, with over a million followers, provided a powerful political communication tool to directly connect to his constituents and influence public opinion,” Ms Chowdhury said.

“His page also contributed to his social media branding, ramping up his popularity and electoral successes.

“A transfer of the former premier’s Facebook account to the new premier, Jacinta Allan, is a transfer of political influence and communication avenues.

When Allan inherits the account, it could serve as a valuable platform to access a politically engaged community.”

However Ms Chowdhury said there were risks involved with digital transitions.

“Deviating from the, expected, transparency and communication style that garnered Andrews much of this online support and defined his personal brand will likely misalign with the expectations and interests of the existing follower’s base,” she said.

She said there was a serious question about whether official government accounts were public service tools or political assets.

“In theory, there should be clear guidelines in managing these accounts, ensuring transparency, accountability, and having clear safeguards in preventing the misuse of taxpayers’ money – much like how the President of the United States (POTUS) account is regulated to strictly provide public resources,” she said.

“In practice, however, with the personalisation of politics, and how Australian citizens attach the political figurehead to the politics, there are risks of transferring followers without explicit consent.

“It would be a contentious move. One who followed the account as Andrew’s did not explicitly consent to follow Allan.

“Considering the declining levels of political trust among the general Australian public, this transfer may be an unsavoury act met with much scepticism and disapproval.”

In the past 90 days Mr Andrews spent about $25,000 in Facebook advertising, while Ms Allan spent less than $100.

The state government was approached for comment.

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