Analysis: How social media sites were a key battleground in the Dublin Bay South by-election

The campaign was contested vigorously online with parties using increasingly sophisticated tactics to promote their candidates and attack rivals

9th July, 2021
Lynn Boylan, Sinn Féin’s candidate pictured with party leader Mary Lou McDonald, spent the most on online ads in the past month. Labour’s Ivana Bacik looks set to claim the seat after tallies. Picture: Leah Farrell/RollingNews.iie

Sinn Féin spent three times its nearest rival in the Dublin Bay South by-election on online ads in the past month.

According to the Facebook Ad Library, €12,436 worth of Facebook and Instagram ads were targeted to Dublin based voters promoting its candidate Lynn Boylan as of last Monday.

Labour’s Ivana Bacik was the second most promoted candidate, spending €4,499.

Subscribe from just €1 for the first month!


What's Included

With any subscription you will have access to

  • 971569B3-2C5E-4C45-B798-CEADE16987A8

    Unlimited multi-device access to our iPad, iPhone and Android Apps

  • 099C8662-C57C-42F2-9426-F2F90DF17C8F

    Unlimited access to our eReader library

  • 198AE43B-B9CF-4892-8769-D63C2104BA08

    Exclusive daily insight and opinion seven days a week

  • D8F37B78-25E4-4E4A-A376-4F5789B1564A

    Create alerts to never miss a subject that matters to you

  • B15F2521-37CD-4E02-B898-730A20D39F7F

    Get access to exclusive offers for subscribers on gifts and experiences

  • A564FE02-1AB8-4579-AF9D-BA32A2E5ACA7

    Get content from Business Post, Business Post Magazines, Connected, Tatler and Food & Wine

Related Stories

Minimum wage to be increased, Varadkar says

Tributes paid to Mervyn Taylor, an ‘icon in the struggle for equality’

Home Michael Brennan 4 hours ago

Analysis: Unions get result on redundancy payments freeze

Government considers measures to mitigate surging energy prices this winter

Energy Daniel Murray 2 days ago