Last week, at the 2012 Democratic State Convention in Houston, I attended the Social Media Caucus. This well attended panel discussion was chaired by Democratic activist and citizen editorialist, Rachel Farris (@meanrachel) who writes Mean Rachel, a popular progressive blog that covers perspective and satire on Texas and national politics.
Rachel kicked off the caucus by interviewing Texas State Senator Kirk Watson (@kirkpwatson) who explained how as a legislator and candidate he effectively uses Twitter and other social media to open and maintain discussions with his constituents.
Texas State Senator Kirk Watson and Rachel Farris discuss the Senator's #AskKW Twitter chat channel
Sen. Watson writes his own blog/e-newsletter the Watson Wire, and has a large following on both his political and personal Facebook pages.
His website – www.kirkwatson.com – is plugged into his Facebook and Twitter pages and he recently started experimenting with a comment function where, if people log in, they can leave their thoughts and questions, to which Senator Watson can respond.
Senator Watson understands that social media can be used to inform his constituents about the issues. But Sen. Watson is also learning that social media is even more powerful because it can be used as a two-way communication channel to have regular conversations with large numbers of voters at one time. Using Twitter, or other social media platforms, politicians like Senator Watson can have regular conversations with voters that are as effective as phone and door canvassing.
Unfortunately, candidates themselves do not have the time to call or visit many voters at home – one person at a time. And phone and door canvassing contact with individual voters is usually just a one-time conversation per election cycle. Recruiting enough volunteer or paid campaign workers to engage enough voters one by one to swing an election is also difficult – especially for first time novice candidates. Phone and door canvassing can only be done only one voter at a time, but using social media, politicians can converse with many people at a time, as Senator Watson discusses in the video.
Just as a candidate personally knocking on doors and making phone calls to talk to voters wins more votes than interns, volunteers or paid canvassers might win talking to people at those same homes, so a candidate personally engaging people in social media conversation will win more votes than novice volunteers tweeting. Additionally, the increasing prevalence of "cell phone- only" households is making traditional landline-based political canvassing activities obsolete.
When it comes to building relationships with voters, social media services like YouTube, iTunes Podcasts, Blogs, Facebook, and Twitter are communication channels that can be as effective as spending millions of dollars on traditional TV, Radio and Print media market buys. It is just as important to prepare a carefully thought out message communication plan for social media as it is for a multimillion dollar traditional TV, Radio and Print media market buy.
Tweeting is not just for candidates! Party leaders can just as effectively use Twitter, and other social media channels, to regularly engage in conversations with the base of Texas Democrats. Over time these conversations with grassroots Democrats can expand, motivate and empower Democrats to both support the party and vote on election day.
Next on the Social Media Caucus agenda after Senator Watson, Rachel moderated a social media panel discussion among professional and citizen journalists.
The panel (picture above from left) included Rachel Farris, Scott Braddock, (@scottbraddock) a well-known Texas radio journalist and commentator who also writes his Voice of Texas blog, Charles Kuffner (@kuff) who writes his Off the Kuff blog, Michael Li, (@mcpli) a Dallas lawyer who specializes in election law and who writes his Texas Redistricting blog, and Peter Salinas, Vice President of the Hidalgo County Young Democrats organization that uses Social Media for community outreach.