The Conservative Party appears to believe that simply being 'on' a social media channel is enough. It isn't.
As Jim Waterson explains, their content is dull and uninspiring. It certainly isn't worthy of linking or sharing. It won't 'go viral' which I am sure was the aim.
Their output simply does not consider their intended audience. If they want to engage with young people then they need to create appropriate content.
After the election, Ministers were told to raise their presence on social media as if this would help to counter what Jeremy Corbyn had achieved.
Being there is a start but they need to think about their audience, their content and their level of engagement and dialogue as well. These can all be tricky for politicians but not Labour at the moment it appears.
Crushed with existential doubt following a disastrous election campaign and facing up to a desperate need to win back the support of younger voters, the Conservatives have been forced to come up with a new social media strategy at their annual party conference in Manchester.Unfortunately for their electoral prospects, this involves paying to push candid mobile phone pictures of middle-aged Cabinet Office minister Damian Green holding a piece of paper into the public's Instagram feeds.