North American politics dove right into social media once it became clear that a direct line to your greatest supporters can drive enthusiasm at the polls. However, expectations shouldn’t be inflated. For example, the conservative Tories in Canada ran a negative TV ad during the 2007 election which was seen by over 700,000. The same ad has been on YouTube ever since, netting just over 20,000 views.
Community engagement in politics is critical. But mass market message recognition is also critical, and sometimes a solid YouTube video just can’t live up to that need.
Key Takeaway: Like the private sector, social media has its place in the communication arsenal. But don’t expect a silver bullet.
Read more at The National Post
Keith Trivitt 7:50 am on April 5, 2011 Permalink
A very timely reminder that social media, whether used in the private sector, by nonprofits or for political campaigns, is one tactic of many that should be employed in communications and marketing strategies. I find it a bit odd when you hear politicians and their campaign teams say they are going to re-engage their past social media efforts to reinvigorate their new political campaigns. Shouldn’t they have been engaging with those fans and supporters all along, rather than using them to gain attention and support for a few short months during a campaign, then largely sloughing off until the next campaign inevitable comes around?
Again, like in the private sector, social media and successful campaign communications must be approached from a long-term, brand-building perspective. It simply can’t be a one-off effort and as you rightly point out, we shouldn’t expect a silver bullet to immediately fix all of our troubles.
Keith Trivitt
Associate Director of PR
PRSA
Pat McCarthy 8:02 am on April 6, 2011 Permalink
Couldn’t agree more Keith. Perhaps we will see better engagement in between elections cycles now that the private sector has shown that to be the best practice.
Thanks for the comment!