Anyone who spends even a small amount of time on social media websites is learning that politics is changing and the way of influencing voting behavior is changing with it.
This could not have been clearer as when I assisted Mike Crawley in his recent campaign for the Liberal Party of Canada’s Presidency. Mike was a candidate I was very happy to assist. However, I knew on a traditional campaign level we would have an uphill battle as many key political influencers (i.e. members of the Liberal Caucus from the House of Commons and Senate) would be inclined to support former colleagues Sheila Copps and Alexandra Mendes.
In the past these Party elders could take and share information with those groups they influenced as they wished. For many potential supporters, the most important contact they would have would be the phone call from their MP or a local Senator who would tell them why a certain candidate should be supported. Many times, the voter would follow based on their trust in the source of information they were provided. As such, the candidate who had the greatest number of caucus supporters would win their election contest as the influencers controlled many votes.
However, the game has changed in the age of social media. The local MP or Senator is just one voice in a new sea of online opinions and recommendations. Watching Twitter at any given time during the campaign told me more about the amount of momentum the Crawley campaign was carrying than any conversation with “key influencers” in politics. With hashtags like #cdnpoli, #lpc, #lpc12 and #lpcprez the level of online engagement during the campaign was stunning. The goal then was to ensure material was being provided that could influence the social media conversation – whether it be through positive media, blogs, supportive tweets or a candidate that actively engaged conversation – each carried the potential of reaching thousands of people. As well, being aware of both the positive and negative issues being shared on Facebook and Twitter allowed us to fine-tune our messaging to address any concerns.
The power of these digital voices is not limited to politics and is, in fact, likely becoming more powerful in all aspects of our day-to-day lives. We know that what is being said in the Twittershpere has the potential to influence opinions and actions so watching the ‘conversation’ becomes an essential part of any campaign – whether it be political, corporate or charitable. Knowing how to participate in the online conversation is as important as prepping for any mainstream media interview.
Those who understand the communications tools of today (and keep pace as news ones are introduced tomorrow) are the ones who will succeed in business, politics and building support for the issues that you care about.
The Mike Crawley campaign is just one example – there are no doubt many others that we will find, watch and learn from.
