Labor’s spending on digital advertising was up 160 per cent, the report says. But due to the digital team’s lack of proper authority, the campaign was seen to amplify content rather than shape online conversation.
The review says a significant explanation for the top-down, risk-averse culture lies with the lack of digital literacy within the party’s senior ranks – with few, if any, party officials having expertise in digital platforms.
Mr Weatherill said Labor would lift its digital game before the next election.
“Obviously that’s something that we have to sharpen up on and it won’t happen next time,” he said.
“Of course, there will be another technological leap so you don’t just need to catch up you then need to go forward and that of course is what we will be thinking about.”