I've been approached by several people about helping Senator Lisa Murkowski with the social media side of her possible write-in campaign for Alaska Senate. I'm always the first to say social media in and of itself is no cure-all or silver bullet. So when speaking recently with folksin Alaska regarding how much of an impact social media could have on Murkowski's write-in campaign (many are anticipating she will announce it this evening), here is my response:
- Social media tools and tactics alone cannot win a campaign.
- Winning a campaign takes far more elements than simply good social media integration, starting with strong, clear positions/messages and strong networks.
- Social media can be used to disseminate messages and expand audiences.
- Social media can be used to galvanize people with networked communities to help influence others.
- Any political campaign without properly integrated and utilized social media tools and tactics will be at a greater disadvantage as more constituents expect their candidates to engage.
The growing expectation of people is more than our political candidates having a presence on Facebook, Twitter, be blogging, posting video, and the like. We expect them to pay attention to what is being said and to address what is being said in a candid and direct manner. People expect to be not only heard but acknowledged. They expect responses. They value the interactions.
Candidates need to be doing the following at a minimum:
1. Develop a comprehensive social media strategy outlining goals and objectives, target audiences, clear messages, assets distribution, and strategy implementation. This MUST include a detailed crisis communications component.
2. Set up smart listening and monitoring tools to assess the sentiment of people who are expressing themselves in social media channels.
3. Identify social media superfans and work to nurture and enhance those relationships.
4. Integrate social media tools and tactics into all other communications tools and tactics (and vice versa).
5. Engage and by this I mean to be responsive and interact in meaningful ways with others in social media channels.
Candidates and politicians must change the entire way they've thought about communicating with constituents and get real. Very real. There is no room for bullshit. Everyone is now watching, listening, reading, and sharing what they watch, hear and read at exponentially rapid rates.
Not only has the game changed, the playing field is transformed forever. Can the players keep up?
Who have you seen run a strong statewide political campaign integrating social media?
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