missing the mark, experts are increasingly turning to social media to judge voter sentiment on a larger scale.Mr Morrison's own Facebook page attracted 25 per cent more interactions - reactions, comments and shares - than Bill Shorten's, while the Liberal Party's central Facebook page had almost double the levels of engagement its parallel Labor account had.
"Looking at the comments - and further systemic analysis is needed - Scott Morrison's Facebook comments look quite heavily moderated; it looks unnatural in its positivity. It's also interesting to see 'Scott Morrison' replying actively in the comments," the Melbourne University associate professor said.
The executive director of progressive campaign agency Principle Co, Daniel Stone, said the Liberals' greater reach could be a result of broad-target advertisements and its personal focus on Mr Morrison.
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