Political Use of Social Media. Palin v. Obama. Politicians talking "with" you or "at" you?

[Stephanie Noble]

I think it’s an interesting comparison between Obama’s use of social media and Palin’s. Politics aside. The White House has done a poor job of engagement. They're promoters. During the campaign it was more of a two way street. Of course that's bound to happen. Typical of most organizations executing a marketing plan, once the call to action (purchase, attendance, participation, vote) or goal has been accomplished, there's not the same attention given to the relationship. In a shallow sense, think of it as the difference between dating and marriage. Once the contract is signed, there may be some complacency as opposed to the earlier stage of courtship.

The true effectiveness of social media marketing is in engagement, talking with people, not just at them. It should be a two way dialogue. I’ve worked with pharmaceutical companies who deal with many regulatory issues that .... Still, they find a way to participate because they know it’s important. Why do some politicians not participate? Have they hired the wrong marketing consultants? Do they really think people like being talked at? Do they just not care?

My suggestion? Look at the recent town halls! The people are not going to accept a simple press release or statement given with no time for follow up questions. It’s just not enough to talk “at”, politicians must talk “with”. Facebook, Twitter, independent blogs, these are town hall forums. One side may have a bigger mic but all have the opportunity to be heard. When there are blogs, such as White House’s own, that don’t allow comments, it shows fear. At the very least the site should allow comments with moderation ability. But no comments at all? Why even call it a blog? Have you seen Palin's facebook posts? They result in thousands of comments. Thousands of comments and she seems okay with that. Huge. Most don't have the kind of social media guts it takes to allow people comment and weigh in on your brand and message. Then again, really, what could be said about Palin now that hasn't been said? Perhaps the early criticisms have empowered her to use social media to its full effectiveness. The key word being "social".

My company provides social media measurement and brand reputation monitoring. We help brands measure the effectiveness of social media marketing and consult them on where to plant their message. We also alert them to brand threats, rumors, praise, etc. I wonder if in addition to participating in social media, do Sarah Palin and others monitor for what others are saying? Do they use social media to become aware of rising scandal or rumor? I’d welcome the opportunity to speak with people knowledgeable about political use of social media.