Social Media in Campaign Communications

Are political campaigns living up to the promise of digital technology?  

Professor Jenny Stromer-Galley, Associate Professor at Syracuse University, explores this in her book 'Presidential Campaigning in the Internet Age'.  She concludes digital is pushing politicians to reconsider how they reach and involve people yet there is still a long way to go.

Jenny Stromer-Galley

Obama's presidential campaigns in 2008 and 2014 showed the technical infrastructure to shrink the distance between candidate and community is with us now. The social media platforms we use every day offer the chance for electors to be more involved in the political process.  Never before have voters had access to so much information to share, re-interpret, re-purpose and organise.  So has digital delivered a new era of political emancipation?

The theory is good, right?  Digital should spell a rebirth in political conversations, yet Stromer-Galley thinks the promise is still to be met.

Perhaps because digital is about sharing, interaction, connection while politics is about control.  Control the numbers, control the cash, control the message.  And of all places in the political realm control is central in campaigns.   

I must win ... so craft me the right message, target the right group, bring in the cash and round up the vote. 

This makes most candidates reluctant to relinquish control preferring to use social media as a one way channel. We need to be into this stuff, but we don't really believe it.

Which of course runs counter to the two way world many of us live in, with friends, business and not for profits. It seems politics is slow to innovate when it comes to connecting.

To be fair, engaging in the digital age involves willingness plus patience, energy and time.  Consider how much time many of us devote to staying close to Facebook friends. But those resources are in short supply when the next election looms closer each day. And, many of the senior staff behind political campaigns are still old school intent on using traditional methods and media.

Campaigning like other forms of communications is at the cross roads.  Politicians need to innovate and experiment with the new technologies or risk coming across as old, outdated and one dimensional.  The ballot box prize in future may well go to the clever campaigns unafraid to experiment and really connect.

Little Marketing in People Smuggler Campaign

Pity the Government marketers saddled with an expensive mass media campaign to reach such very small numbers. 

They must be scratching their heads and cursing the backroom operatives who dreamed up this campaign to 'win votes rather than stop boats' 

For several weeks ads like this have been appearing in Australian newspapers and broadcast on radio.

They support a recent change to the Australian Government's asylum seeker policies.  From 20 July unauthorised boat arrivals will no longer be settled in Australia but sent to Papua New Guinea or Nauru where their refugee claims will be determined.

Fierce criticism has sprung up about the ads in recent days. The Opposition claims they breach Election caretaker conventions which stipulate what governments can and cannot do once a poll is called.  

Bipartisan agreement is needed when communications campaigns run during an Election period. And in this case there is no such agreement.

The people smuggling ad spend is rumored is be around $30m, a hefty sum for the cash strapped government agency managing this campaign and which has probably struggled all year with its marketing budget.  

There is no issue with ads targeted at environments likely to reach people smugglers overseas or their collaborators in Australia.  I would have thought these audiences are tiny, and already known to the Intelligence services - or at least they should be. 

But how many people smugglers or their accomplices live, for example in Canberra or Sydney, where full page ads are regularly appearing in the metropolitan press. 

Why spend tens of millions of dollars for a mass audience campaign to reach a small handful of people here in Australia and overseas?  The Commonwealth must have other, far less expensive communications tools to send a stern message to these criminal elements?

Rudd and Abbott Use Social Media For Election. 7 Things to Watch

We're off and running to the ballot box.

Prime Minister Kevin Rudd has set 7 September as the date for Australians to go to the polls to choose a new government.

In the 2007 and 2010 elections social media was seen as something of a novelty. That makes 2013 Australia's first real social media poll because Australians are now terminally addicted to social through devices, phones, laptop and desktops.  In fact there has never been a more connected and potentially better informed electorate than today's voters.

Preparing for the upcoming battle the Labor Party recently hired three top American social media types who worked on the 2012 Obama campaign.  You'll recall that campaign set the gold standard for politics and social media.

So as we start the Election trail, how do the chief contenders rate on social media?

PM Rudd starts with a well established social media presence.   He's been in that space a long time. He has 1.3 million followers on Twitter and tweeted over 9500 times.  On Facebook he has almost 94 000 likes.  That's impressive, and the tone and level of his conversations on both platforms shows Rudd is comfortable with new media.

Mr Abbott starts the Election campaign with only 148 000 Twitter followers and 1350 tweets. His Facebook following of around 39 000 fans is almost one third of Rudd's numbers. In comparison Abbot's social conversations come across as more formal than Rudd's dialogue and at this stage Abbott does not show much online interaction with others. Still it is early days!

Interestingly both Labor and Liberal Parties have similar numbers of Youtube subscribers (around 3500 each).  This is likely to grow with many predicting Youtube will be where it all happens as the parties turn negative as they invariably do during Australian elections. 

Over the next five weeks it will interesting to see how both contenders adapt and adjust to social media.  

So keep a mouse ready and eye out to see how the two candidates use these new channels in their bids to win high office.  

Among the things that would indicate the candidates are serious about social, are their:

• Frequency of using social media to get their Election messages out.
• Level of interaction with followers and fans or do they stick with one way conversation?
• Cross linking to others' commentary such as media and third party endorsements to portray credibility.
• Ability to persuade voters to donate money or volunteer their time.
• Use of imagery to bring emotion into messaging and cut through the clutter.
• Willingness to bypass traditional media and use social to break news.
• Capacity to inspire others to produce and share favourable content.

...and of course look out for novel or unusual online tactics as the campaign unfolds.

It is interesting times ahead.  So in the coming weeks check your screens for what could well be Australia's first social media election campaign.