What ever happened to the internet election?
This was going to be the first real internet election and but for the phenomenal impact of the televised leadership debates it would certainly had a vital PR role for the parties and their candidates.
Had the agenda not been set by the televised debates and subsequent eruption of online and offline coverage and speculation focused on that, what would have happened? In some ways the focus has actually stifled and smothered some of the social media commentary that was eagerly anticipated, which may actually have saved a few red faces.
Certainly outside party headquarters few candidates were effectively using social media for their public relations and would have been at its mercy. Even now they remain acutely vulnerable.
Just like reticent businesses, there is a fear that opening communication channels through Twitter and other social media channels will actually lead to open revolt! Whether voters or customers, they will surge forth and undermine the world as we know it.
Last year over a business lunch I asked a sitting MP what his view was on social media and its role in the then forthcoming general election. ‘I’m sh*tting myself’ he candidly admitted. And speculated every slip of the tongue and trip of the foot would be captured and instantly go viral, destroying his and countless others’ political aspirations.
Remember, public relations cover every aspect of your image whether you are a business or a politician and you at the very least need to be listening to social media. Because far from encouraging criticism, it merely ensures you can address concerns when and where they arise – and believe me, they are already out there!
Businesses that effectively use Twitter to engage are often able to turn complaints around and create advocates or even evangelists. Could candidates have done this?
Ultimately the majority of candidates left it far too late to leverage social media for their public relations and while traditional media who do not understand the not so new kid on the block and merrily report any use of social media like it is a massive breakthrough, few candidates are reaching any sizeable audience and attract few RTs with their clumsy electioneering.
They are falling into the same trap as many businesses by not listening, or responding, which means across the UK people with significant local followings and tweeting about their candidates, good or bad, and it gets retweeted – and is never addressed.
Social media has long had a delightful local element that is working for businesses. Certainly restaurants and venues have seen Twitter boost their visitors, indeed Foursquare is catching on too. Businesses are also seeing enquiries coming to them in 140 characters or less.
Many on social media are mavens and have a wide circle of local influence. Imagine what a well address political concern would have led to? Tweets about the brilliance of a particular candidate, retweeted and retweeted and done enough times, votes would have shifted.
Remember that 90 percent of the content is created by 10 percent of the users on Twitter, so many, many more are listening to those who do express a political view online.
With the election now a three horse race I suspect many who dithered over using Twitter are now wondering the difference a few more tweets could have made on May 6th.