Social media politics: 5 inspiring case studies with Labour MPs and PPCs

By Jag Singh / @jagsingh

Will this upcoming general election be the Web election? Will social media play a role? Will it be the Facebook election? Or the YouTube election? Or God-forbid the Twitter election?

Yes, it will. In fact, social media is already playing a huge role in this (as yet unannounced)  general election campaign. Don’t be fooled by the latest spat between @torybear and @psbook — sure, it’s social and can be interesting, but it isn’t scalable and it sure as hell isn’t the kind of stuff you can build a movement on (some of us digital snobs often forget that our incessant politicking turns real people away from meaningful political engagement — though the same can be said about the MPs expenses saga).

So what makes a social media campaign stand out from all the other Facebook groups and Twitter hashtags? Read on, but I’ll drop a hint: they don’t exist in silos — success requires integration between virtual and real campaigns, and most importantly adds value to engagement process. Everybody comes out of it feeling like a winner.

So, here are 5 mini case studies showing the bold confluence of social media and politics in action:

Derek Wyatt’s iPhone app

The MP (@wyattd)who brought us ‘constituency surgeries in supermarkets’ has launched an iPhone app that allows constituents to complain directly into Derek’s inbox. It’s been downloaded over 5000 times, and affords Derek the opportunity to bypass the media and seek out opinions on the issues that really matter to his constituents.Â

Tom Watson’s SMS referendum/push-poll

Ol’ Tom (@Tom_Watson) ran a campaign using Tangent’s Text Creator asking people to text “BINS†and then the word “yes†if they wanted a more regular bin collection service re-instated in their area.Â

Stella Creasy’s Working for Walthamstow email newsletter

Stella (@StellaCreasy) has taken community outreach to the next level — her email newsletters aren’t overtly partisan, and focus on issues and events of interest within the local area. It’s the kind of email one would actually look forward to receiving in the inbox — where else could you learn about the local osteopath or the roadworks planned for the upcoming week, or even details of the latest collection on offer at the local library?Â

#mobmonday

Crowdsourced campaigning initiative focuses on specific seats across the country, and essentially channels a torrent of activism. Our virtual phone-bank solution is absolutely vital for our campaigning needs, but making calls from your kitchen phone doesn’t quite have the same ring (pardon the pun) to it as huddling together in a crowded office, cold-calling voters in faraway constituencies. By harnessing the real-time focus of Twitter to create a community, they’ve used a trick right out from the corporate playbook — make your ‘employees’ feel good and you’ll increase productivity. Â

Kerry McCarthy’s Twitter stream

When it comes to direct engagement via Twitter, Kerry (@Kerry4MP) is the only one who can safely claim to have scalped that pest @ToryBear (“Adeela who?†is the new phrase CCHQ loves to hate, according to my sources at Millbank). However, she kept her cool when the comedian Ross Noble directed a tidal wave of enquiries toward her, and showed that she ‘gets’ what needs to be done. Don’t just take my word for it, the Telegraph said that she “not only joined in but also came across as funny, interesting and human.†That’s a #labourWIN in my book.

Honourable mentions:

* @SallyBercow — Mrs Bercow’s creativity and humour offer a way of engaging with the hoi polloi (with notable success — she’s pulled in more positive replies than most other Twitter users).
* Liam Byrne’s RubbishTV [now in the deadpool] – reports on rubbish blackspots within his constituency
* Luke Pollard’s short video briefings combine issues raised from his Facebook group and include shoutouts to Twitter hashtags and users. A great example of digital convergence — all filmed from a camera that fits in the palm of your hand.
* Tom Harris’ blog — witty and well written, the Labour blog that reaches far beyond the boundaries of the Glasgow South constituency.