July 13, 2009
Facebook Advice for Politicians
The next chief of
Britain’s MI-6 spy agency faces the
possibility of government probe after a
London newspaper revealed that his wife had
posted personal family information –
everything from family photographs to the
location of their home – on the social
networking website, Facebook. Carelessly
publishing personal information – which even
the average 15-year-old knows to omit –
exposes the man set to be the next real-life
version of “M” from the James Bond movie
franchise to kidnapping and extortion.
As a political
strategist, the incident made me consider
some advice that I have given to political
clients on the issue of Facebook. How do
your own candidates or representatives stack
up against the following?
1) Get aboard already.
Anyone who has attended any recent political
event will notice that most of the people
deeply engaged in political life are old.
With few exceptions, this is not the
demographic you, the politician, are going
to reach on Facebook. But that doesn’t mean
you shouldn’t be on it. Because the reality
is that these people are going to die
relatively soon, and you don’t want your
career to be buried along with them. The
younger generation gets its information from
the Internet, not from newspapers or
television.
2) Don’t be a creep. By
this, I mean that no politician should sign
up for a Facebook page and then proceed to
just sit around idling in cyberspace. It’s
creepy. It’s the equivalent of going to a
bar and leering at the girls, rum and Coke
in hand, from your perch in the corner.
Inactivity gives the impression that you
either don’t know what you’re doing, are
hopelessly conceited and unreachable, or
simply incapable of normal human
interaction. People won’t think, “Oh, he’s
just busy.” Rather, they’ll think, “What a
self-centered jackass!” You’re not the king
holding court – you’re a public servant who
has elected to carve out a presence on one
of the most democratizing tools the world
has ever known. Voters don’t want to be
lorded over – they want someone they can
hang out with. That’s why candidates from
Ronald Reagan to Sarah Palin and George W.
Bush have resonated and connected with
voters. Give some gifts, write on some
walls. Wish some of your friends/voters a
happy birthday – perhaps in a status line
update. Being a normal, decent person goes a
long way in politics.
3) Be who you want to
be. The best thing the Internet has going
for it is that you can be who you want to
be, even if it bears little resemblance to
you in real life. It’s a lot easier to hide
your flaws online. Some people are cooler on
Facebook than they are in person, and this
phenomenon can work to a politician’s
advantage. Online perception becomes reality
because most voters aren’t going to go out
of their way to meet you. So carve out the
image you want using notes, photos, videos
and other tools. There is no media filter to
stop or hinder you, or any message you wish
to convey to your voters.
4) Keep private
information off your page. You might not be
the next head of MI-6, but you may simply be
in a relationship. But either the nature or
the parties involved in that relationship
could experience several incarnations over
the course of your public mandate. I always
tell my political clients to leave that
relationship box blank – no matter how
married you might be. One politician friend
went through a phase when his relationship
status would change about a half-dozen times
each week – running the gamut from married,
to “it’s complicated”, to single, then back
to married. No one is asking you to do this.
So unless you find that it is somehow of
benefit to your image, and are trying to
strategically carve out a Charlie Wilson or
Silvio Berlusconi type of playboy reputation
for yourself – perhaps in an attempt to
lower moral expectations among your voters
–just omit that section altogether. Just
because the Internet tells you to fill
something in, doesn’t mean that you have to.
5) Don’t be annoying.
Anyone who uses Facebook knows that nothing
you do on the site is subtle. It’s intrusive
by nature, and everything you do is going to
be shoved into the newsfeed of each of your
friends/voters, and hence straight down
their throats. It’s the equivalent of
yelling across a crowded room. So try not to
overload people. One politician I know was
updating his status every five minutes, and
sending constant invites to the fan club he
created for himself on the site. Each time I
hit ignore on his fan club invite, he would
re-send it to me as though I had simply
erred. It was almost like a robot was
running his Facebook account. I finally
succumbed to the torture in a moment of
weakness and joined his fan club, only to
then be bombarded by fan mail messages he
would send out through the group multiple
times each day. End result: Total block.
This person is not this annoying in real
life, but on Facebook he’s a menace.
6) Don’t get into
fights. There are proper forums in which you
can have it out with people if you’re a
public official –your office, television,
radio, town halls, Parliament. There are
also inappropriate venues for such things –
seedy parking lots, pubs and Facebook
comment threads.
It isn’t all that
uncommon for reckless Facebook use to cause
problems for political types. During the
2008 presidential race, GOP candidate Rudy
Giuliani’s daughter created a media storm
when she joined the Facebook group of her
father’s rival, Barack Obama. Then-Obama
speechwriter, Jon Favreau, was busted
groping the breast of a life-size Hillary
Clinton cardboard cutout in a photo posted
on Facebook, while a buddy pretended to pour
beer into her mouth. Facebook can be a
useful political weapon – and following
these rules will at least help them keep the
blade pointed outward.