BY comparison with the Labour Party, The Conservatives have taken the initiative on social media in this General Election campaign.

They appear to be spending more, although this use of “dark advertising” is far from transparent and free of many of the restrictions that normally apply to election publicity. The party has certainly been highly visible on platforms such as Facebook, and with attack ads aimed at Jeremy Corbyn and his allies, has made good use of the viral possibilities of the online world.

And yet it appears it is Mr Corbyn who is making more headway in the virtual battle. Digital marketing experts have highlighted what they say is an online swing towards the Labour leader. Meanwhile, although a video highlighting his views on terrorism and security is claimed to be the most viewed political advert in British history, negative stories about Theresa May are as likely to be shared – such as the viral story about her “non-interview” with a local paper in Plymouth.

There are other parties in this contest, of course, and voters for whom social media has little relevance. But Labour’s resurgence online is interesting because it reflects the extent to which the tone of this election has changed.

Either Mrs May or Mr Corbyn will be prime minister after June 8. And rather than the coronation which was predicted when the Prime Minister called a snap election six weeks ago, the electorate have a genuine choice to make. Voters certainly cannot rehearse the mantra so often heard from the electorally disenchanted: “They are all the same.”

The polls may have narrowed, but the likelihood is still that the Conservatives will win the election, and in all probability with a relatively comfortable majority, although not the landslide which was at one time predicted.

The SNP, at the outset of the election, was on course to dominate results north of the border, with some Tory gains expected. That too is likely to transpire – indeed while Mr Corbyn has less impact north of the border, should his party poll strongly, it may help the SNP while splitting the unionist vote.

It is unwise, of course, to attempt predictions and it is increasingly clear the pollsters and psephologists have limited confidence in their own assessments. But it is clear Mrs May, for her part, has had a bad campaign so far and contributed in no small part to her party’s predicament. The weakness of the campaign has been a lack of focus on policy – with Mrs May’s party tiring voters with their “strong and stable” mantra, Brexit-only focus, and tripping up when other policy is involved – such as on social care.

By eschewing direct television debate, she has appeared distant, afraid of a fight, even arrogant in her unwillingness to face the electorate. Tonight she will be questioned on TV but once again will not go head to head with Mr Corbyn or any opponents.

There is still time to change this. The voting public have shown an appetite for issues and policies, rather than personality-led sloganeering. All participants in this election should take advantage of the final days of campaigning to engage in good faith with that prevailing mood.