The Social Media Election?

March 28, 2011

Early in to "Campaign '11," much is being made out of each party's campaign and the usage of social media. There is a lot of hype - with the Green Party saying it will conduct the most advanced social media campaign Canada has ever seen and statistics about each party's "Facebook Likes" and Twitter followers being analyzed. The Ontario Liberals use fRed, the Conservatives have Tory Nation. Heck, even Jack Layton and the NDP have gotten in on the gig, launching the Jack Layton iPhone app.

My background is in communications and public relations. I don't pretend to be an expert, but social media is not the be all and end all to a national campaign. We have seen its impact in local campaigns; remember the NDP candidate in Durham in 2008, who was forced to step down after making terribly racist and sexist comments on Facebook. But on a national level, social media will not win or lose an election for a party.

Ever since Obama used social media to motivate his base, politicos have looked at it as the master tool. It's not - especially for the Conservative Party of Canada.

Whether a seat is urban or rural, social media is not going to have a massive impact on a campaign, despite what the powers that be think. Picture, for a moment, the core supporters of the Conservative Party. What comes to mind? It's not a latte-sipping, bike riding resident of Toronto or Vancouver. It's a middle class family with not a lot of spare time, it's a senior enjoying their retirement years or it's a farmer. Now picture any of those people engaged in social media, aside from keeping in touch with friends and family!

This campaign is not about social media - it's about the economy and whether or not Canadians are sick and tired of the constant politicking that comes with minority parliament.