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Facebook Politicians
1. Facebook Native
Politicians:
Friending for Office,
then Engaging Online
Steven Clift, E-Democracy.org -@democracy
Slides: e-democracy.org/learn
2. FYI - London Presentation Notes
● Webcast, Google Slides
● Event Notice,
Eventbrite/Attendees
● Twitter Storify
● Blog posts about:
o Involve
o Dan Jellinek
3. Outline
1. Introduction and Context
1. Facebook Natives Get Elected -
Minneapolis Case Study
1. Challenges
7. Open Gov Facebook Group
● Secret
strategy: One
click to link
wired
councillors to
#opengov
● 2200
members,
100+ countries
8. Context
● Wired State
● Minnesota E-Democracy, 1994
● Minneapolis Issues Forum, 1998
● “Internet” Mayor RT Rybak,
2001 - 2013
● City has extra decade of local
“e” participation experience
9.
10. City Hall
Online public
spaces in city
1998 - today
In-person
Conversations
Shared on
Facebook
Your
Networks
Local
Media
Y
o
u
Local Biz
Neighbor #1
Mpls
Issues
Forum +
Neighborh
oods
Join Group
11. RT Rybak
● Announced mayoral
candidacy online
first in 2001 on MIF
● Online engagement:
“What doesn’t kill
you makes you
stronger.”
● Then came
Facebook, Twitter ...
● Stats
o Maxed at 5,000 Facebook Friends,
Facebook “Followers”: 10,117
o Twitter: 43,300 Followers
12. For the first time ...
“... I could
define who I
was and what I
was talking
about … and
not a reporter”
13. You are in the center
Public
Communities
Friends
You
Family
Prof. Peers
“Entities”
“networked individualism”
14. 3.Facebook v. Twitter IMHO
● Facebook: Engage YOUR
local constituents, community
activists, supporters … “friends”
● Twitter: Message media, be
visible political player,
soapbox to engage most wired
(Tool base varies by community …)
16. Minneapolis Wired Councillors
● 13 Wards,
● Decade+ Wired:
Single-District
Gov Web Pages
o ● $82K Full-time
E-Newsletter using
o 2 staff each
GovDelivery
● ● Weak Mayor
May “blog” on city
o System
time
● 4 year terms
o Neighborhood online
forums
17. Election 2013
● 4 open seats,
including mayor
● Some weak
incumbents
● Result: 7 of 13 new
council members
Map: MinnPost
18. Generational Shift ● First council
elected:
o Somali-
American
o Asian-American
o Mexican-American
● New ave age: 41, was 52 o IT professional
● Newcomers: 33 v. 50 returned
Chart: TCDailyPlanet
21. Jacob Frey ● Used Facebook
Ads heavily in
campaign
● Tip:
“Frustrated about
something? Wait
24 hours before
posting. Think it
through :)”
22. Blong Yang ● Heartfelt commentary
and big questions
● Not a campaign
“friender.”
● “I was a nobody with
little over 100 friends
and now it’s over 1000.
I like substance over
style with some
humor.”
23. Andrew Johnson ● 3x more engagement
via PERSONAL profile
than PAGE
● First IT professional,
Open Data Leader
● Elected at 29
● 10 years old when E-Democracy.
org
launched :-)
24. Mayor Betsy
Hodges
● Despite polls
showing close
race, handily
beat candidate
running more
traditional
campaign
● Daily posts and
pics on profile
27. In-depth 6. Mayor and Police Chief reach out via media 1, 2,
1. Councillor uses Facebook Event to promote
community forum with police and communities of
color in particular
2. Police chief cites threats of “direct action” on
social media as source to pull-out hours before
event - Media reports pull-out extensively 1, 2
3. Reaction by Councillor with comment to
Facebook Event (35 comments, 28 likes) and her
Page (6 comments, 8 likes)
4. Live photos by Councillor during event
5. Mass signed community letter circulated by
African-American law professor, in newspaper,
mayor responds via blog, shares on Facebook,
community leader tags Mayor’s personal
Facebook profile with thanks
3 … announce new series of public gathers,
Police appears in media, Mayor posts on
personal Facebook profile here and here
7. Posts via official police and city Facebook Pages
receive very few Likes … demonstrating that
Pages are now “destinations” and have little
“broadcast” reach compared to personal profiles
8. Filter Bubble - people’s exposure to related
content shows them only glimpses of the whole.
Month after event I found event from the group
cited by police chief for pulling out. I also found
friends-only (i’m one) profile post from Police
Chief about pulling out with 188 Likes and praise
for her safety-first decision from Facebook
friends (far more and the opposite of
likes/comments elsewhere)
9. Notable: Four main actors are all women,
women use Facebook more than men
28. #pointergate
A month after this
presentation, the case
study actors unite
online against media
sensationalism … and
generate global
attention.
Detailed coverage.
Even made the
Daily Show.
30. Challenges
1. Archiving, Public Records
2. Open Meeting Laws
3. Blurred - Personal vs. Campaign
vs. Governance
4.Those Not on Facebook
5. Beyond Community Activists?
Connecting New Voices
