Mayor's race moves to Facebook, Twitter, YouTube as candidates embrace social media
By Tamara Gignac, Calgary Herald August 20, 2010 8:31 AM
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In the race for Calgary's next mayor, candidates are turning to the Internet and social media to create a little buzz.
The idea is to use Facebook, Twitter and YouTube as a cost-effective means to reach voters, widen political debate and respond to criticism from rivals.
"Technology is hardwired into the DNA of my campaign. It isn't a gimmick," says candidate Naheed Nenshi.
The university instructor has even launched an iPhone application that consolidates the components of his campaign -- video, Facebook, Twitter, news releases and photos -- into a single page that can be downloaded by anyone who is interested.
"I was initially skeptical, but people are using the app to not only talk about my policies and the issues, but also to sign up as donors. They are going forth and telling their friends."
The Oct. 18 mayoral contest is shaping up to be the most technology-based political race ever seen in the city.
Most candidates have a Facebook page and use Twitter to some degree, although it remains unclear what impact social media and things like YouTube videos will ultimately have during this fall's municipal election.
Voters can expect to see lawn signs and billboards.
But the political game changed forever in 2008, when millions of online supporters, donors and organizers helped propel former Illinois senator Barack Obama to the White House.
For a politician, a single tweet or Facebook message can be an inexpensive means to generate interest and engage a wide audience of voters.
"Every year, technology becomes more and more important," says Ald. Ric McIver.
McIver has the most Facebook followers of any of the candidates.
"It doesn't mean the traditional campaign has gone away. We'll still be knocking on doors and putting up signs and billboards," he says.
But some political observers argue it will take more than an iPhone app and 140-character tweets to shake the outcome of the average municipal contest in Canada.
Civic races are typically driven by bread-and-butter issues -- things like property taxes and schools -- that fail to resonate with the under-25 demographic, says Duane Bratt, chair of policy studies at Mount Royal University.
And while social media is a valuable way to rally people who already support you, a candidate is far more likely to gain political traction with a traditional campaign, he noted.
"You have to sign up for Twitter and you have to physically look for a website. Road signs hit everybody," says Bratt.
"Even if you have 15,000 Twitter followers -- which sounds like a lot -- you can't make the assumption that every follower is going to vote for you, or that it will win you an election."
Most mayoral hopefuls agree the Internet is a useful weapon in their political arsenal. That doesn't mean they won't jostle for attention using other, decidedly low-tech means.
Ald. Bob Hawkesworth has only 141 Facebook fans, but a 22-second automated message has been hitting telephones across the city since July.
And much like previous mayoral races, Calgarians can expect to see lawn signs, transit advertisements, flyers and billboards.
But with voter turnout traditionally the lowest in municipal elections, candidate Wayne Stewart hopes the Internet and social media will engage apathetic Calgarians in a dialogue and ultimately encourage them to cast a ballot.
"We won't know until Oct. 18 whether any of this will translate into increased voter interest and involvement or not," Stewart said.
"Obama had people who were very astute at the use of social media on his campaign. So far, I don't see an Obama in the Calgary civic election."
According to Nenshi, technology has more than paid off in his campaign. For instance, one of his policy announcements was shared by 130 Facebook supporters and ultimately reached 13,000 people.
"You've still got to knock on doors, make phone calls and show up at every festival," he said.
"But if someone posts something on my Facebook fan page, I can respond to it. It's all part of a multi-faceted strategy. Any campaign that gets the hyper-engaged people involved is the campaign that's going to win."
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