With the 2010 elections in the horizon, a lot of politicians have been coming up with their own strategies on how to tap the internet as another channel to reach voters. In Facebook alone, we see profiles of Senator Manny Villar, Senator Roxas, Senator Chiz Escudero, and a whole lot more of politicians who have higher ambitions in 2010. When I was still the New Media Consultant for Senator Mar Roxas, one of the key things that I stressed to his team was to not be a traditional politician when promoting oneself in the internet, especially through social networks.
If you’re running for the upcoming 2010 elections, don’t fall into the trap of being boring with your content. What do I mean by boring? If you’re tapping social networks and blogs, do you really believe that your readers will give a damn about press releases and pictures of you shaking hands with other fellow politicians?
BLOGS ARE NOT JUST FOR PRESS RELEASES
One of the politicians that I talked to over this was Senator Miriam Santiago. In her Facebook account, she did a plug of her “personal blog“. I checked it out and I was disappointed to see a blogspot lay-out (not even customized) with hundreds of posts – all of which were her official press releases and speeches. I immediately posted a reply stating my disappointment over her blog. I said that I was really expecting to see more of the “real” Senator Santiago.
To their credit though, they actually replied and this is what I got in my Facebook Inbox:
Mr. Ople,
Thank you for the constructive opinion regarding Sen. Santiago’s blog. As much as I want to, I’d like to keep that Blogger account running like any other blog, one that gives an insight to the senator’s personality. But to put it a bit bluntly, I can only post whatever material I am allowed to publicly release in this blog.
I fully appreciate your comment, especially one that comes from one of the prime movers in the country’s IT industry. The office in fact has plans to step up Sen. Santiago’s web presence and I am looking forward to such changes. Rest assured, the first thing that will see change is the official website.
For now, I’ll remove the “blog” in the name.
Again, thank you for your support.
Sincerely yours,
Tom Tolibas
Public Affairs and Media Relations Officer
HUMAN INTEREST CONTENT IS KEY
Boring ideas do not spread. The reason why you are investing in the internet is to be able to mobilize your constituents and to tap into the viral nature of the web. By having “normal” and “irrelevant” content, you are just wasting time, money, and resources on your online campaigns. Note that I’m not saying that you shouldn’t post your official stand on the latest issues of the Philippines – in fact you should make it a point to talk about those. However, you should make it a habit to also show the public the “real” you. Give them something interesting to chew on – something that they would tell their friends and family about. It can be as mundane as your picture in your high school years or maybe you doing one of your favorite hobbies. Show the people that you are “human”.
Just to drive the point home, one of the most viewed videos of Senator Mar Roxas is surprisingly not about his interviews about the latest political issues. It’s not even his famous cussing speech which made the headlines. His most viewed Youtube videos are actually about him and his rumored girlfriend, ABS CBN journalist Korina Sanchez. Here’s his most viewed vid right now, him greeting Korina a Happy Birthday.
Let me repeat – BORING IDEAS DO NOT SPREAD. Every politician has a “Korina Sanchez” that can make him interesting. That “something” is an idea that is hinged on a topic that is relevant to the average Filipino like heartbreaks, food, love life, school, religion, basketball, driving, or family.
If you are an aspiring politician, remember this: The more you are NOT a Politician online, the more you will succeed. However, when you’re already in office, then you should use the internet for service and e-governance, something that I will tackle in a separate post.
Again, let me stress that you still shouldn’t ignore your hardcore political audience – make sure you have a good mix of political and human interest contents. One channel is to please your existing base, while the other content is meant to attract, draw, and build your online following.
Hi Carlo! I had a similar blog post about this one and I absolutely agree with your insights. For politicians who are looking into using social media in doing their campaigns, they should make their materials more human. After all, social media is about human interaction.
I’ve seen Mr. Roilo Golez in Twitter and frankly speaking, the guy behind the account doesn’t get it yet.
Thanks and have a great day Carlo!
Hi Rob,
Thanks for the comment. What’s interesting to note is that almost all the politicians are missing this point. They don’t understand how to fully maximize the web and how to communicate with online communities.
If you check the Facebook accounts of the Senators, the pictures of them in very compromising positions or those that show their human side more gets all the comments. Pictures of them shaking hands with dignitaries barely get noticed at all.
By the way, I checked your blog and I loved the concept man. I’m thinking of forming a New Media Filipino Blog Network – if you’re interested we can work on that in the coming months ahead.
Cheers bro!
hi! i’m working on a paper about social network campaign strategy, when i came across this blog. really it is somewhat disappointing to see some politicians are only posting their prs and speeches which are already accessible in some other sites. but i have to give credit to chiz coz i think his SNCS is more interactive when he started his own. however, i find myself frowning at the idea of politicians (including chiz) holding multiple accounts in different social media sites. i think its no longer realistic and transparent.
Just buzz me if you need me. I love working with people who carries the same passion.
Thanks for dropping by, I appreciate it bro!