With people, businesses, and non-profits now using social media it is no surprise that governments are too. The audience reach and leverage is incredible, and as we are seeing in the US, communications are feelings are expressed via social media by political leaders. So why should governments use social media? What are the similarities and differences of government vs private sector implementation?
Speaking from the perspective of a 20ish year old, I can say personally that the only way to get to young voters is to use social media. We are the kind of people who do not respond to traditional media, and do not tend to follow or talk about politics amongst our peers. We do use the internet though; heaps.
NZ’s previous Prime Minister John Key was a mastery of social media – in my opinion. His charm, wit and selfie skills lead to an unprecedented amount of media attention. This made him very visible on social media networks, and a talking point among all generations; young and old. It is no coincidence he managed to accumulate over 5 thousands Facebook friends, and 50,000 ‘likes’ by the beginning of 2011.
It appears this shiny image allowed him to brush off many of the tough issues during his tenure that other PM’s may have struggled with. So, the answer to my question should be clear. It is vital that governments have an appearance via social media. This is the only way to keep in touch with younger generations, and makes politicians feel a bit more human.
The way governments use social media is similar to businesses, in a sense that they are attempting to reach a larger audience than before. The sharing of posts, and written opinions help to connect with voters, so they know the government is in tune with society.
It is also a great way for governments to highlights positive events, and create a brand image; just like businesses. Otherwise, all we seem to see are policy updates on the news or press conferences with flashing cameras. Governments and businesses know they need to prove openness and transparency to the public.
The main difference lies in the content that is communicated. Businesses are very aggressive at pushing ads and content directly related to their products. They want instant recognition from consumers, and to repeatedly push their products until you end up buying them. Governments, on the other hand, wish to communicate their achievements and bigger-picture developments.
Academic research investigating social media and government focus on communication and guiding principals as a pose to specific tasks they need to do. Recommendations include: “tell the truth”, reply promptly and simplify your message.
The focus on enhancing communication is arguably more important for governments compared to businesses, as the public expects an open and transparent culture in politics. The burden lies on governments to prove they are effective, and can be trusted by the public; since these are largely elected officials.
Lastly, governments must take care in their social media implantation to preserve their public opinion. It only takes one tweet shared thousands of times to damage an organisations reputation. People these days are looking for leaders who can connect with them. Nobody gets elected purely on their IQ or their exact policies. Communication is key!
As Damon of Athens once said: “Show me the lyric of a nation and it matters not who writes its laws.”