Politicians and Social Media- match made in heaven???

Politicians who cannot perform in front of an audience will no longer succeed in this digital world.  Their every move is scrutinised and every mistake is repeated for the world to share over and over again.  A politician must be able to not only make a speech but deliver a speech.  US President Barack Obama is evidence of this.  The man can make a speech.  He has presence and authority in his performances. (And yes I know I said performances there as that is what I think he can do so well.)

Those that have embraced social media have received more attention and kudos from the public.  (Samuels, 2013 Which Politicians Have Mastered Social Media? Online)

Politicians the world over will look to others who have had success and try to emulate it.  

Kevin Rudd hired 3 of Obama’s best campaign staff ‘that were pivotal in driving his social media campaign’ in the 2012 presidential election.  (News.com.au, 2013)

One of the men was responsible for creating spoof videos of their opponents showing up all the gaffes that they certainly took advantage of (Kenny, 2013) this was one he created for the Obama campaign against Mitt Romney.

During the 2013 Australian Election the Liberal party uploaded a clip of the gaffe made by Workplace Relations Minister Bill Shorten titled ''The talented Mr Shorten'', which has now been seen by more than 250,000 people on the Liberal Party YouTube channel.  (Swan and Visentin, 2013)

If they are funny enough or show the opposition in a less than favourable light then they can go instantly VIRAL.  This particular gaffe by Liberal Party’s Jaymes Diaz even got coverage in the US (McKenny, 2013)

These clearly show that those who make mistakes will be highlighted quickly!!

Social media has evolved to be one of the top avenues for politicians to reach their voters or potential voters.  (Samuels, 2013 Which Politicians Have Mastered Social Media? Online) Older candidates need to either get with it or potentially loose a large potential audience.   

Politicians need to be using Social Media to stay in touch with their younger audience.  They need to be able to connect with them on a personal level.  College and University students may not watch much TV or even read print newspapers therefore traditional advertising will not connect with that audience. 

73% of adult internet users (representing 54% of all US adults) went online to get news or information about the 2010 midterm elections (Smith, 2011)

Whilst browsing on Social media sites people are more likely to catch snippets of information in their newsfeeds or twitter feed.  They may be more likely to take part in the conversation when shared by a friend or colleague.  They are participating in a virtual community.

Using Social Media also allows the Politicians to become more personable.  They can show pictures of their family (controlled by them), discuss on Twitter how their cat is feeling (Rudd kept the public informed during his cat’s poor health and ultimate passing in 2012) and be more relatable to the general public. 

Seeing pictures of them with their families or completing regular day to day tasks makes them seem more trustworthy and family oriented.  It also makes it easy to relate to them and almost seem as if you know them and are a friend. 

Never before have they had so much control over the content they let the voters see.  Traditional media may only select certain quotes from a speech, show 5 minute segment of a rally or cut and paste the speech so much the message is completely changed.  Politicians and their team can now allow access to their candidate and everything about them via their own social media.  They can have entire speeches available to view on Facebook or You tube and create galleries of images that shows the candidate in the best possible light.  What’s more it is essentially FREE!!!!

Check out these selfless posted throughout the past few years.  

Samuels, T 2013 Which Politicians Have Mastered Social Media? Socialnomics, 

Accessed January 3, 2014 (online)

Kenny, M, 2013, Rudd recruits Team Obama trio to take on Abbott Sydney Morning Herald, Accessed January 3, 2014 (online)

Swan and  Visentin, 2013, Political heavyweights are online, upfront and in your face Sydney Morning Herald, Accessed January 3, 2014 (online)

McKenny,L, 2013 Diaz and confused: candidate misses the points  Sydney Morning Herald, Accessed January 3, 2014 (ONLINE)

Smith, A, 2011 The Internet and Campaign Pew Internet , Accessed January 2^nd , 2014.