Showing posts from March, 2014

Five reasons Politicians fail at Social media

I wrote this post originally on LinkedIn . I'm based in India, the battleground of one of the last few decades' most divisive national elections, and the first one where Social media is arguably playing a big part. Political parties have hired specialist agencies and established large volunteer teams for a wide range of roles: to support their agendas, malign opponents with both propaganda and lies, and to act as trolls and converts as the day turns. While I try to be nonchalant about their shenanigans, it is near impossible to ignore their efforts from a marketer's perspective. And so far, I think most politicians, whether in India or other regions of the world, fail miserably on social media. Here's why: Can't be firm on policy:  Depending on the way the wind is blowing on a given day, a politician needs to change tack immediately. With multiple stakeholders, and a diverse set of audiences to satisfy, they end up making promises to everyone. With convent