The Scottish ‘Yes’ Campaign: What Can We Learn From It?

September 26, 2014

Last week, all eyes were on Scotland as we looked to see if they would vote ‘aye’ and become an independent nation. As it turned out, the majority voted against independence, but it was a close call at 55% vs 45%.

According to Facebook, the independence campaign gained a small lead at one point in the online battle. However the odds used to be so stacked against independence, that the ‘too close to call’ predictions pricked our ears up. The ‘Yes’ campaign must have been good to generate momentum...

The ‘Better Together’ campaign had huge powers behind it in terms of the media, British government and business backing. So why did the pro-independence campaign do so well?

An article on the Financial Times website suggests that the ‘Yes’ campaign made better use of social media (using Twitter as a platform for heated debate) to win over voters and shape popular opinion about independence. It seemed to have more of a consistent and strategic approach; social media played a huge part in the referendum and helped politicians gain the competitive advantage.

How does this relate to B2B marketing? Just like the success of using social media to compete with the 'Better Together' campaign (the better-funded and bigger rival), B2B businesses can do the same. By focusing on a cleverly-designed strategy instead of off-the-scale advertising budgets, B2B brands can grab hold of the many lead generation and brand awareness opportunities that social media marketing can offer.