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Showing posts from March, 2014

Five reasons Politicians fail at Social media

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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 conventional media …