Candidates Navigate Social Media with Caution
In the lead-up to the municipal elections in six major cities in Quebec, candidates are increasingly leveraging social media to communicate their electoral promises. However, experts warn that their strategies lack the boldness needed to motivate potential voters.
Social Media Strategies Under Scrutiny
According to Sébastien Fassier, Vice President at Tact, the tactics used by candidates demonstrate a certain level of expertise, but remain quite conservative compared to international standards. He notes, “It’s evident that the accounts have been well set up; however, they do not showcase much innovation.” Fassier emphasizes the conservative nature of the campaigns, pointing out that candidates are not fully utilizing the potential of social media platforms.
Mara Vezeau, an independent consultant in strategic communication and digital marketing, echoes these sentiments. She believes many candidates miss the opportunity to create genuine connections. “The goal of social media is to build trust and encourage dialogue,” she states. “It helps reach voters who may not be engaged through traditional media.”
Engagement is Key
The effectiveness of social media in increasing voter turnout is questionable. Fassier posits that simply having a good online presence is not enough. “A politician must first connect with voters through topics they care about. While social media provides a cost-effective platform, it often fails to inspire uninterested youth to vote,” he argues.
The Need for Authenticity
Vezeau highlights the importance of spontaneity in digital communication. Many candidates treat their social media as mere bulletin boards, lacking meaningful interaction. “A successful digital presence mirrors the candidate’s true self, rather than a scripted version managed by a communications team,” she explains. Authenticity is crucial in building public trust.
She advises candidates to mix different types of content. “While well-crafted messages are important, candidates should also appear in less formal setups, like Instagram Stories, to foster real conversations with the public,” Vezeau suggests.
Conclusion
The municipal election campaigns in Quebec show a cautious approach to social media. Experts call for candidates to be more innovative and authentic in their digital interactions to truly engage with voters. By incorporating spontaneity and encouraging dialogue, candidates may enhance their chances of success on Election Day.
