Developing
a Social Media Strategy for Cranbrook
By
Michael J Morris
Some
years ago now I was a speaker at the annual convention of the Canadian
Association of Journalists in Toronto, giving my views on the internet's future
role in defeating politicians or au contraire helping them
win.
Without
hesitation I took the position that most certainly it could, but in all honesty,
my views were not met with much approval in a room full of
journalists.
In fact, journalists and most of my
colleagues on the faculty at College of the Rockies were not convinced that
email would prove popular in 1994, the year that I taught Writing for New Media,
which would now be called social media, as a prelude to the launch of the
college's New Media Communications Program.
Maximizing the potential of the
Internet was a tough sell in the declining years of the 20th Century, and
despite the fact that Facebook, for example has over one billion users globally,
it still is, so politicians may be safe for a little while
longer.
But the times they may be a changing
given the success of Barack Obama who is the best example of a relatively
unknown politician being elected not once, but twice as president of the United
States.
In Canada, right now I am impressed
with how Justin Trudeau, the leader of the federal Liberal Party is using web
site, email, YouTube, Twitter, Facebook -- and has just launched real time video
question and answer periods with folks on various issues. Yes, the Harper
Conservatives have been good at using it too, but mostly for
attacks.
However, this week at the Union of
British Columbia Municipalities convention in Vancouver, which I am sure was
attended by at least some members of Cranbrook city council, a session on the
use of social media was held.
According
to an article by Jeff Lee in the Vancouver Sun, Shachi Kurl of Vision Critical
talked about how to properly engage citizens including going online to Twitter
and Facebook or offline through community meetings.
Interesting,
but a quick look at the use of Facebook, or lack thereof, by Cranbrook municipal
politicians, indicates they are not much interested in engaging citizens in any
real way online. Maybe that will all change if they attended the Shachi Kurl
session.
And
yes folks, 2014 is a municipal election year, and UBCM approved a resolution
calling for four year terms. If approved that's asking citizens to give
municipal politicians one more year without going to the people.
On
September 18, I searched on Facebook for each member of Cranbrook city council.
Without sharing all my findings, because if you are on Facebook, you can look
for yourself, I concluded that all Cranbrook city council members are not coming
even close to effective citizen engagement through social media.
And
the City of Cranbrook does not have a Facebook or Twitter presence other than
one automatically created by Facebook. But Cranbrook is not alone on that
one.
Now,
that is not meant necessarily as a criticism. I know they are busy. I know they
are communicating each in his or her own way with citizens, and the ones I know
well have always been readily available for coffee or a telephone chat, and
answer email.
And
yes, I know about Coffee with the Mayor and Brown Bag Lunches.
But
let me suggest that they move forward as a council to develop a social media
strategy for the city -- and I am aware the city's web site has been
revised.
Why a social media
strategy?
Here is a quote from 'A City's Guide
to Social Media' which was prepared by the county and city of Honolulu and Code
for America.
"It's fast, it's viral, it can
spark civic engagement and it's free.
Social media helps cities in their
core mission of reaching more constituents to more broadly share government
information and activities... It's the quickest,cheapest way to communicate and
interact with your community... social media can also increase government
transparency, and it allows you to communicate directly with
residents".
And, a caution:
"Don't use social media if you
simply want to broadcast your message; it's a conversation, and you have to
participate by providing information and listening to
feedback".
I am available on Twitter, Facebook,
or by email at mj.morris@live.ca.
Full disclosure: I am not now and never have been a member of the Citizens for a Livable Cranbrook Society; however, I did conduct a workshop for its members for which I was paid.