Leveraging Social Media and Politics to Create Dialogue Centered Around Your Organization

This blog post is in no way an endorsement of today’s reclamation of the House of Representatives by Republicans. However, all of us can stand to learn from TV Network C-SPAN’s use of social media to get the word out about the transition of power, and use of the social space for the purpose of political engagement.

More than 900 people were watching at 12 noon when the network’s Facebook page began broadcasting live video of the first day of Congress for the 2011 session.  The network also created a “Pledge to America” Facebook page airing the same content, and will stream the State of the Union address later this month.  C-SPAN’s Twitter page was updated to include a list of members of Congress and reporters who use the social network.  Finally, the network has created a C-SPAN Radio iPhone app, to help the network continue to encourage audience participation.

While all of us cannot stream a national program on Facebook for several hours, here are some tips for -civic organizations seeking political engagement.

Create a creative atmosphere for public dialogue.

C-SPAN streamed live comments from FB users about the today’s event.  Encourage your FB Likes to comment on issues on your page, even if they may be controversial. And as the comments come in from your constituents, chime in on the comments in meaningful ways that underscore the mission and vision of your organization.

Make sure you are accessible to your constituents in as many appropriate social spaces as possible.

If you are on Facebook, you should also have a presence on Twitter, MySpace and LinkedIn.  (If you’re not on any of these social networks, infuse your campaign with technology now!) Don’t frustrate your potential commentators by only being accessible on one social network.  Also, make your networks work together in tandem.  If you are streaming a video on Facebook, provide your followers on Twitter with an appropriately informative “blow-by-blow” recap on Twitter.   If you’re not streaming a video, make that the pages are up to date thematically.

Create a comments section on your blog.

The social space is a great place to showcase your own organization’s opinions.  Create content that you think will get people talking about an issue, and comment on their comments.   

Create an incentive program.

Those who comment on political issues love to be recognized for their ideas.  Create an incentive program for those who dare to speak out.  Perhaps the most opinionated commentary will win tickets to your organization’s next political event.  Perhaps a particularly opinionated piece will be published on your website, or the writer will be honored with the title guest blogger. 

The creativity level with which you infuse your political engagement is really up to you.  But chances are, the more creative you make it, the more that your participants will sit up, take notice and engage.