In various candidate and party offices throughout the country at the moment, a consultant, expert, ninja, communications scientist, says something that Obama has managed to make use of social media to create a "grass root movement" that led him to the US presidency. Those of you who are candidates or party staffs do yourself a favor and ignore him. They will offer you absolutely nothing at this stage. They are more likely to do you harm than good.
The reasons are too many, but let us summarize them in the two most important. First you do not have enough time to set up something serious and important in social media and generally on the internet if you have not already done so. Second, the most likely thing is not to do it well.
The first one doesn't need much explanation. As for the second? A serious candidate-level campaign requires, at a minimum, to set up the right site, texts, creatives, find people or groups to post content on social media networks και κυρίως θα έχουν την ευθύνη να διεκπεραιώνονται πολλές μικρές δουλειές που μπορεί να μοιάζουν εύκολες αλλά δεν είναι. Τα ελάχιστα είναι προσαρμογή φωτογραφιών, μοντάζ video, amendment content depending on the medium that will be uploaded and in general many many small but important things that if done on the knee will spoil the image instead of improving it.
Αν τώρα συζητάμε για κόμμα τα πράγματα γίνονται ακόμα πιο απαιτητικά. Χρειάζονται διαρκείς παραγωγές σε επίπεδο δημιουργικών, πολλαπλάσιες σε όγκο σε σχέση με ενός απλού υποψηφίου. Χρειάζονται banners. Διαδικασίες απλοποίησης μηνυμάτων. Εύρεση, αξιολόγηση και εκπαίδευση εθελοντών. Στρατηγική managementς λέξεων κλειδιά για τις search engines, checking which ones he writes correctly and which ones should be bought to fill the gap, needs constant measurement and optimization. Constant control and measurement of whether the right messages on social networks like Facebook which has a complex display selection algorithm reach the right audience and all this is just what is needed.
It is understandable that there are too many variables that it is not easy to control if all of this has not been designed and thoroughly studied early. It is extremely difficult to find people who have the requisite specialized knowledge even at market level, let alone at the level of party mechanisms. As if it did not reach this, there is the most difficult to control variable. The complete ignorance of party mechanisms for basic communication principles in the social media. Most people think that a good strategy is to talk nonsense on twitter and fight with opponents. In the past, blog response groups were in vogue. Rarely is there a provision for spreading messages through media with specific targets, a look at the parties' facebook pages where press releases from the leader or spokesman's statements are usually posted.
Το πόσο λίγο είναι ψημένοι σε αυτά τα ζητήματα οι κομματικοί μηχανισμοί στην Ελλάδα φαίνεται από απίστευτες γκάφες στις οποίες έχουν υποπέσει. Η πιο πρόσφατη ήταν όταν η ΝΔ έβαλε κεντρικό σύνθημα το “Νέα Ελλάδα” και ο ΣΥ.ΡΙΖ.Α αγόρασε το domain neaellada.gr που ήταν available γιατί κανείς δεν σκέφτηκε να το αγοράσει μήπως στήσει κάποια σοβαρή καμπάνια πάνω στις αναζητήσεις του “Νέα Ελλάδα”. Προσωπικά έχω και μια υπέροχη ιστορία για την απάντηση σε ένα απλό tweet που περίμενα έγκριση και τελικό κείμενο από το γραφείου πολιτικού σχεδιασμού ενός μεγάλου κόμματος τέσσερις μέρες.
In conclusion, dear candidate or contact person of the party. Make a favor for yourself and us who will be forced to block or hide you. Limit to simple. Run a banner campaign to send to your site and up there. Make some retargeting. The other wants trouble, resources and time you do not have. If you do it for a long time and with the appropriate team, the conversation changes. The ninja mentioned above that told you how to become the new Obama or how to become a viral is irrelevant and dangerous and it is good to throw him out with kicks.
