So, after a very long summer break I’m back…one of my first blogs back in February was about twitter I asked if it was going to catch on.
I was cautiously optimistic, I wanted it to work, but was wary that it could go the way of other social media phenomena. Well what a 6 months Twitter has had. The numbers of people using it are still growing, and it’s not hyperbole to say that it’s changed the face of campaigning.
Changing Policy – Lots has been written about the role of twitter in mobilising people, but last week was perhaps a high-water mark for twitter.
On Monday, we had the Trafigura story exploding on twitter, within hours of the Guardian publishing a cryptic article on its website about an injunction we saw people starting to tweet what the parliamentary question was. Before long the story was leading on the mainstream news, and a scandal that was only going to get noticed by a few who had been following the story was everywhere, a very public PR disaster! Liam from louder.org.uk has a good post on this.
Then on Friday, we saw twitter mobilise a record 22,000 people to complain to the Press Complaints Commission about an article in the Daily Mail on the death of Stephen Gatley.
Before that we had the organisation BeThatChange organising a day of action which saw thousands of people trying to get Gordon Brown to go to COP, the response was that Ed Miliband put up a poll on his Ed’s Pledge website asking people to vote for their political priority ahead of Copenhagen. A few days later, and Gordon Brown announced he was going to COP.
No doubt there are many other examples that one could point to over the last few months, ILovetheNHS for example. Two thoughts about what these examples have in common, an immediacy within moments someone has picked up on the story, and in hours they’ve reached a tipping point that forces the target to respond. Secondly, few of these campaigns have been initiated by organisations but instead twitter has put the ability to mobilise in the hands of people with lots of followers on twitter. Some more agile movements may have been able to pick up on them (for example 38degrees around Trafigura), but twitter is helping to put mobilising power to those with virtual networks.
Engaging with policy makers – Today, two people I know got responses from @EdMilibandMP to their questions/comment and I’ve seen an interesting discussion with @SadiqKhan about an announcement he was making on parking. So what? Well unlike most communications with ministers/MPs, the chances are those policy makers have actually responded themselves, Twitter has cut out the comms department, the secretary and allowed people to share what they’re thinking directly with those holding the red box. No doubt this phenomena will come to an end when the number of followers becomes overwhelming, but for the time its a great opportunity to take advantage of.
Two others useful things;
– Back in the summer the people who matter in Whitehall issued these guidelines about how government department should be using twitter, while they were ridiculed for being too long, they’re the best set of guidelines I’ve found if you need to persuade senior management in your organisation to understand and use twitter.
– I’ve been experimenting with act.ly as a way of getting supporters to use twitter to show their support for a campaign, initial experience is good.