Hughes MP Craig Kelly often scores higher level of engagement on Facebook than nation's leaders

Craig Kelly appears on Good Morning Britain to talk about Australia's bushfire response. Source: Good Morning Britain
Craig Kelly appears on Good Morning Britain to talk about Australia's bushfire response. Source: Good Morning Britain

Hughes MP Craig Kelly's views on climate change have made him one of Australia's most influential politicians on Facebook.

Facebook data analysed by the Sun-Herald and Sunday Age, found Mr Kelly often scores far higher levels of engagement than either Prime Minister Scott Morrison or Opposition Leader Anthony Albanese.

Mr Kelly rejects the view climate change is due to human activity.

He received widespread media coverage last week after he appeared on British breakfast TV program Good Morning Britain, to talk about the bushfires. His views were derided by the program hosts.

The Sun Herald said Mr Kelly used his Facebook page to question climate science and spruik the coal industry on a daily basis.

Although having only 38,000 "fans" on the social media platform, compared to 231,000 for Mr Morrison and 124,000 for Mr Albanese, he regularly outperforms both on engagement - particularly the number of people sharing his content.

Since July 1, there have been 1.33 million interactions involving Mr Kelly's page, compared to 1.26 million for Mr Morrison and 720,000 for Mr Albanese.

Mr Kelly regularly outperforms the Prime Minister, and there have only been three weeks since July 1 when the Opposition Leader had more interactions than Mr Kelly.

The effect is more pronounced when it comes to the number of 'shares' Mr Kelly's content receives.

Since July 1, his posts have been shared 447,000 times - nearly six times more than Mr Morrison's 81,000 shares, and more than three times Mr Albanese's 128,500 shares.

Carrington Brigham, managing director of digital at communications agency Agenda C, told the Sun-Herald and Sunday Age Mr Kelly had "cultivated a multi-conservative following" including One Nation voters and "extreme conservatives".

"He does this with rich meme content that is stimulating, share-able and attractive to his base voters' inherent views on particular polemic issues such as climate change, political correctness and President Trump," said Mr Brigham, who formerly worked for Liberal-aligned research firm Crosby Textor.

"He cherry-picks the content that reinforces those views with these audiences, and they are then motivated to engage and share across their own social networks on Facebook, Twitter and Instagram."