Posts Tagged ‘politics’

5 Take-Aways on Social Media and Politics

10.11.02

Discussion around my recent post on some alleged unethical social media use during Toronto’s mayoral election got me thinking around some broader topics that have emerged recently.

Without further ado, here are five thoughts on themes I’ve seen recently.

1. People who try to tie social media success or failure alone to campaign results are nuts

I’ve said it many times, communications is evolving away from silos and towards integrated campaigns. As this continues, we’ll see fewer and fewer stand-alone “social media” successes and more and more multi-channel successes – for example, owned properties supported by earned media, paid ads and social channels.

People who continue to produce analyses of whether social media drove the success of a candidate, or whether better social media would have improved the odds of a candidate, are missing the bigger picture. We should be looking at the overall communications approaches of campaigns, and how they communicate the selling points of candidates and parties.

Take-away: Consider the bigger picture rather than analyzing artificial silos.

2. Buzz is very different to mobilization

The volume of online chatter about a candidate may say something about candidates, but is very, very different to activating those people to take action. The fact that people are discussing something doesn’t mean they are going to do anything about it. That’s especially the case when the online discussion is passive – that is, that it’s happening about offline activities but isn’t backed-up with online engagement or a call to action.

Take-away: Share of voice is only one metric. Look at other metrics alongside it, and analyse those metrics to provide useful insights and recommendations.

3. Social media doesn’t reach everyone

…and neither does the Globe and Mail. Neither does cable news. That’s why organizations – political and non-political – need to adopt communications approaches that integrate multiple media to reach people, multiple times, with consistent, simple and compelling content.

Take-away: Bring marketing, media and PR together to create integrated plans for optimum results.

4. Crises CAN emerge online

Crisis communications is a fascinating topic nowadays. There are plenty of scenarios where a situation can emerge online and translate into a critical election issue. For that reason it’s critical that organizations monitor online channels – and not just about themselves, but about their key issues – on an ongoing basis to identify issues early and provide additional time to mitigate them.

Take-away: Monitor before issues emerge, rather than after they hit, to create additional opportunities for issues management.

5. Communications can only solve so much

You can put lipstick on a pig, but it’s still a pig. Communications can’t solve everything. If your policies are poor, good communications won’t help. If your product or service is poor, or your customer service is awful, good communications is likely to draw more peoples’ attention to that.

Yes, poor communications can ruin even the best policies – the best policy in the world is no use in a campaign if no-one understands it or knows about it – but communications can only do so much.

Take-away: Make sure the underlying fundamentals are good before pointing the finger at communications.

Posted in: communications, government, politics, pr, public relations, social media, uncategorized

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If you want to reach younger voters, you have to… use the tools they’re using.

08.10.12

The title of this post is a quote. Not from a social media evangelist, but from Peterborough riding NDP campaign communications director Jeff Bergeron.

Canadian political parties are still a little wary of social media tools (the Conservative Party of Canada, in particular, was criticized for the lack of interactivity on its Facebook group, although that seems to have been rectified now). They’re a long way behind the US parties in using these two-way tools to communicate with citizens.

However, as the Peterborough Examiner noted recently, "From blogs, You Tube [sic], to social networking sites such as Facebook and Twitter, this federal election is being battled out in the media and increasingly in cyberspace."

The ongoing cynicism is revealed shortly thereafter in the same article, as the local Green Party candidate Emily Berrigan states, "I value reality more than fictitious numbers."

What exactly do you think polls are, Ms. Berrigan? Certified?

She does have a point, to an extent. While there have been successes such as Michael Geist’s Fair Copyright for Canada group, there are many others that have failed to stir up support beyond people simply clicking to sign-up initially.

Untapped Potential

Facebook’s stats say over nine million Canadian residents have a Facebook account. That’s just under a third of Canadians.

We need to remember that these nine million people didn’t sign up to Facebook so that organizations could market to them, so any use of the site as a communications tool needs to be carefully thought-out. However, if you’re looking to start a conversation with Canadians, there are few tactics with this much potential.

You can be sure that less than nine million Canadians watch CBC News each night, or read the Toronto Star (of course, they don’t all go searching for your organization on Facebook, either)

Facebook also offers a wide variety of ways to reach people. Among those to consider (for a more comprehensive list check out Inside Facebook):

  • Facebook groups and pages for building communities (Jason Falls has a great guide to Facebook group and page best practices, which lays out the differences between the two)
  • Facebook applications to add interactivity (if you have something interesting or useful to offer)
  • Facebook polls offer a quick, targeted way to conduct research
  • Facebook advertisements offer one of the most targeted ways available to advertise
  • Facebook events are, I believe, the most-used event-planning application on the Internet

Of course, the effectiveness of Facebook as a communications medium will depend on the demographics you are targeting. If you’re looking towards the 50-plus age group, there may be better approaches (and they are quite likely offline). Bear in mind, though, that the 30-plus demographic is the fastest-growing group on Facebook.

Still, the very fact that a third of Canadians are on this one site shows that, if done in a way that doesn’t alienate people, there is a lot of untapped communications potential on Facebook.

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