30th Mar 2020

Libertas puts internet opportunities to use

  • The Libertas website is the only one of the four previously reviewed sites which greets its visitors in their native tongue (Photo: EUobserver) claims in a press release to be the most-viewed website among the European parties.

The press release provides a link to the website's measuring tool where the visitor can confirm its popularity. This is not only an easy, yet clever approach to demonstrate the visitor awareness and capacity of the website, but it also invites interaction.

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One certainly becomes curious to see if the website manages to do what the four previously reviewed websites have failed to do - provide transparent interaction with visitors.

The Libertas site is the only one of the four previously reviewed which also greets its visitors in their native tongue.

As a Swede, one is greeted in Swedish, a German is greeted in German and so on. This contributes to the accessibility and relevance of the website.

But the translation is limited and does not apply to the entire site. The blog and the news, for instance, stay in English regardless of the login location.

If the reader navigates through the website and clicks on contact, they can locate the nearest meeting point and become involved.

There is a five step program for those who want to take an active interest in Libertas.

The first step is to register and the last is to participate. The three middle steps consist of donating, spreading the word and telling personal stories.

These steps are where the potential lies for getting involved and recruiting others. But this section has room for improvement, as the only three stories that are published today appear distorted and unemotional, failing to spark interest in the reader.

The overall look of the Libertas site is quite cluttered, and it is a bit inconvenient that a new window pops up as soon you click on a new link. But the content is straight forward and one gets a clear picture of what Libertas represents, what they want to change and how the visitor can participate. An e-mail tool makes it easy to send friends and family a personalised message.

Talking about spreading the word to others, Libertas is effectively using other web platforms such as Flickr, Facebook, Twitter and YouTube.

Unlike some of the other political parties, the Libertas Facebook page is a "fan page" instead of a "group page," which is a better tool in order to get recognition and to recruit members.

By becoming a personal fan of the Libertas Facebook page, it will show on the users' personal Facebook page at all times, meaning it stays current, lasts longer and reaches more people. Facebook, Flickr and YouTube are all active places where people interact and voice their opinions.

Where most other parties have chosen only to redirect the user to a formal, anonymous Twitter, Libertas provides that the user can follow either the Libertas party or Dechlan Ganley, chairman of Libertas, with shorter updates. Once again, Libertas shows that they know how to use the web in order to generate the best results.

There are a few other details worth mentioning. In the middle of Libertas' campaign site there is a countdown of how many days, hours, minutes and seconds are left to the election.

The nonstop ticking gives the impression of something constantly happening. There is also a three step banner where the user can click himself forward to three main reasons why Libertas is the choice for him. The banner is placed on the top left on the page, where it easily catches the eye of the reader, to make sure that this is a feature you will not miss.

Unfortunately, Libertas is also lacking what the previously reviewed websites were missing - the opportunity to have a real dialogue and two-way communication.

With Libertas proposing that it wants to provide the visitor with power and a transparent interaction within the EU, a good place to start would be by letting he visitors show their opinions on their website.

Despite this, Libertas is a well-constructed and well-functioning website which takes advantage of the internet's possibilities in many ways. It is clear why this is one of the most-visited campaign websites.

Score board

(Highest score possible 25)

Design: 3

Navigation: 3

Content: 4

Cool Factor: 4

Interactivity: 3

Caroline Jungsand is a project manager and digital strategist at the Prime Group in Stockholm, a public affairs agency servicing the Nordic Region. In 2008, she was voted Rookie of the Year in the Swedish PR-industry. This is the fifth in a series of EUobserver reviews of the campaign websites from the various parties ahead of the June European Parliament elections.

EPP's TV website scores high on content

When the largest political party in the European Parliament launches a new site called Dialogue TV, you get your hopes up. A welcome video with the introduction "You can help shape Europe" feels progressive, interesting and brave, writes Caroline Jungsand in her first review of campaign websites in the European Parliament election campaign.

Blue and simple Liberals

The Liberals' 2009 campaign website is one of the most compelling yet, writes Caroline Jungsand, but even here, they have a long way to go to achieve genuine interactivity and dialogue with voters.

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If you take your time with the PES website, it is shareable and interactive. But the good stuff is hidden by clutter, writes Caroline Jungsand in her second EUobserver review of EU election campaign websites.

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