LETTER: Candidates failed to use social media well

PR Week UK 15-May-08, 06:00

When it comes to evaluating the success of social media campaigns, why does 'social' seem to suddenly disappear?

Alex Burmaster's conclusion that Brian Paddick 'won' the web 2.0 battle for London mayor (Technology News, 9 May) is a perfect example. Too many organisations are confusing having a presence on every social media platform with having a strategy, and generating 'buzz' with success.

While Boris Johnson had a very slick Facebook application, what all the major candidates failed to do was use social media to really engage their audience. It was all about the one-way broadcasting of campaign messages, rather than building a relationship through engagement that would convert to votes at the ballot box.

The fact that Johnson's team has now turned off his Facebook application, severing those hard-won connections with young first-time Tory voters, demonstrates a real lack of understanding of the medium.

Ivan Ristic, director, Diffusion

Comments

Dan Williamson - 16/05/2008

Great letter. Well done to Brian Paddick in gaining a decent following via his Facebook campaign. But it's amazing how so many get social media wrong. With an increasingly ad-averse public, branded content on socnets (sorry) and blogs allows brands to engage with audiences, but too many still assume that their presence alone will attract users in their millions. Facebook updates about a new screen saver just don’t cut it. How will this, for example, further the user's career or increase his or her social standing / reputation? Factor in May’s new online marketing regulations which outlaw misleading advertorial blog and chat room posts and you can understand the challenge brands face. Giving users guidance and tools that they’ll value and share while maintaining transparency can help brands shape social trends and opinion - whether that’s via a web site, RSS, Facebook or a Twitter feed.