A Little Bird Might Sway the Vote

by Ari Adler
Septebmer 16, 2010

As the race for Michigan’s governor heats up, voters involved with social media networks are bound to hear some sabers rattling on Twitter and Facebook. Democrat Virg Bernero and Republican Rick Snyder are both active on those sites, not to mention the photo-sharing site Flickr and the video-sharing site YouTube.

I reached out to both campaigns to find out more about what they have been up to online and their plans for the near future. Given both candidates’ history with the media, I expected to hear immediately from Bernero’s camp while having to work a little harder on the Snyder gang.

Boy, was I wrong.

Despite repeated attempts via several Twitter accounts, an e-mail to the Bernero campaign spokesperson and an e-mail to the campaign headquarters, I heard nothing for days. I finally reached out via a personal network connection to get someone, anyone, to talk to me. Yes, I considered picking up the phone and calling them. But then I put the phone down and decided that if the campaign wanted to be in the social media space, it needed to learn how to — or demonstrate it could — engage electronically.

In contrast, a single tweet to the Snyder campaign account prompted a quick and friendly response about whom to call. I made the call and, after explaining what I was up to, was offered a chance to speak with Kal Malhas. Kal is the director of new media and technology for the Snyder campaign. Yep, I got to talk to Malhas himself and not a campaign spokesperson who would be more careful about staying on message.

Still, when Bernero’s camp finally responded, it seemed like they do understand the importance of social media. Cullen Schwarz, communications director for the campaign, noted that the Lansing mayor’s gubernatorial campaign was launched because of the power of social media.

Cullen said Bernero knows that social media is a way to seamlessly engage people across the state. He’s right, but don’t take just my word for it.

John Truscott, a colleague and long-time political operative in Michigan, said an active politician has to keep up with technology if he doesn’t want people to jump all over him. As spokesman for the failed Hoekstra for Governor campaign, John has probably been trying to figure out what the campaign could have done differently. He said he doesn’t know if social media impacted the votes in August as much as it impacted participation. He said the campaign used social media heavily for supporter and voter contact, and that he is certain it let people feel more connected to the campaign.

Being connected to voters has been a long-standing desire of politicians who want people to think of them first, and in a positive way, when they look at their ballots. That’s why folks like Kal and Cullen see every tweet as a sign from a potential voter.

Sometimes those supporters want to hear from the campaign and sometimes from the candidate. Snyder’s team is giving them the @OneToughNerd Twitter account, which is Snyder and his Blackberry when he’s on the road.

Cullen said Bernero is involved in all tweets at the @vbernero account, as well as Facebook posts coming from his campaign. Both campaigns will probably be expanding the use of advertising on social media outlets, so watch for Virg and Rick to battle it out on your Facebook page whether you invite them there or not.

From what I heard, it sounds like Kal and Cullen could probably agree on one thing publicly right now: the use of technology is going to be really important in this election cycle.

Kal went so far as to say that technology and new media are now a natural extension of the get-out-the-vote effort instead of just a red-headed stepchild. Welcome addition to the family or not, technology, particularly the use of social media, has to be a part of the campaign landscape.

When I’m doing presentations on social media, I often point out to my audience that sites like Twitter and Facebook are the new version of “grass roots.” The difference is that this grass grows faster and spreads farther than any of the old-school stuff you used to feed and water. It is the place to be. It is where you want to be heard. And it is where people want you to hear them.

Candidates for office at all levels of government would be wise to take notice. If not, a little bird named Twitter might not just tell people to vote for their opponent, he might actually get them to do it.

Ari B. Adler is a professional communicator with experience as a newspaper reporter and editor as well as a government and corporate spokesperson. He is the communications administrator for Delta Dental of Michigan and an adjunct instructor at Michigan State University. You can follow him on Twitter at @aribadler.