Kevin Rudd is often touted as the king of social media.
And with 1.4 million followers on Twitter, 68,000 on Instagram and more than 100,000 "likes" on Facebook, it's true to a certain extent.
But, perhaps surprisingly, it's the Liberals that are winning the war on YouTube at the moment - outstripping both Labor and the Prime Minister combined.
An analysis of the parties' official YouTube channels shows the Liberals have gained the most views and subscribers since launching.
And comparison of the most popular single clips posted by Labor, Liberals and the Greens since 2010 also shows the Liberals in front.
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The Liberal's "Headless Chooks" attack video, which portrayed the Gillard-led ALP as a disorganised rabble, has been viewed more than 427,000 times since it was posted online in May.
The 290 videos posted to the Liberal's official YouTube channel since it was created have been viewed a combined three million times and the channel has more than 4070 subscribers.
By comparison, Labor's most popular video posted since 2010 - June's `Raising the Standards' clip - has been viewed just over 86,000 times.
And the 333 videos posted to Labor's official YouTube channel since it was created have attracted a combined 1.8 million views and 3500 subscribers.
The Greens single most popular clip since 2010 - a June 2012 clip about same sex marriage - has gained just over 13,000 views.
Labor, of course, has adopted a twin-pronged approach on YouTube - with Prime Minister Kevin Rudd also running an official channel.
There's been clips of him failing to do chin-ups among more serious policy features.
But if you add the 250,000 views of Mr Rudd's 340 videos to Labor's, the Liberals are still well ahead in terms of YouTube views.
Associate Professor Axel Bruns believes few political conclusions can be drawn from the figures - certainly not in terms of voter intentions.
He points out that the viewer figures - like Twitter follower numbers - can easily be manipulated.
The figures don't take into account the broader media airplay that some of the parties' videos have gained, nor provide insight into their effectiveness.
But Assoc Prof Bruns said the way the main parties are using YouTube this election does reveal an insight into their campaign strategies.
He points to the fact Labor runs both a party channel and a Kevin Rudd MP channel, whereas the Liberals just have a party channel and no special outlet for Tony Abbott (although Malcolm Turnbull does have his own account).
"This aligns with the campaigns," Assoc Bruns told AAP.
"At Labor, it's all about Kevin.
"At the Liberals, it's all about the party - since Abbott's personal ratings and electoral attractiveness remain poor.
"Labor wants to attract voters because of its leader; the Liberals want to attract voters in spite of their leader."
