The federal leaders of the two main political parties need to make better use of social media in future election campaigns, advertising guru Todd Sampson says.
Mr Sampson, who heads the Sydney division of the Leo Burnett ad agency, said sites like Youtube, Twitter and Facebook provided politicians with a direct, personal way to reach voters.
"Everyone said this was going to be the Twitter election and it really wasn't," he said of the recent federal election.
"They (the leaders) really need to make better use of social media next time around.
"They really need to up the levels of sophistication with their use of Twitter and other social media if they want to be more successful."
Mr Sampson pointed to US President Barack Obama's extensive use of social media during his 2008-2009 campaign as an example of how to use the medium to get voters onside.
"He (Obama) absolutely nailed it," said Mr Sampson, who also appears on the ABC television program, The Gruen Transfer.
Prime Minister Julia Gillard was a relative latecomer to Twitter, opening an account in July with the words: "I've decided it's time to take the Twitter plunge! Hopefully I'll master it. JG."
Both the Liberal Party and Australian Labor Party post videos on Youtube during the recent campaign.
Opposition Leader Tony Abbott began using Twitter in December 2009 but he is not as prolific as some politicians, like Malcolm Turnbull.
Former prime minister Kevin Rudd was a prolific tweeter when in office but his activity slumped when he was ousted.
"I think you'll see the use of these sites increase significantly in future and be targeted in a more direct way," Mr Sampson told AAP on Thursday.
"They need to target these to the voters that count."
The recent August 21 federal poll resulted in 17-day deadlock after neither party secured enough seats to claim outright victory.
Labor eventually won the right to govern after winning the support of themajority of independent MPS.
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