Jo Swinson is the only one of the five major leaders who can really be thought of as a new face to the British electorate. While she has some experience as a cabinet minister in coalition with the Conservatives and as Deputy Leader of the Liberal Democrats, the perception is that she could have walked down the street unperturbed until this summer. This is backed up by social media engagement data – of the 2,196,432 reactions to articles about her in the past five years, 90% of them came since the start of June.