I found this excellent blog post ”What Happened During Schulz’s #AskMartin Chat 0n Social Media” that discusses certain aspects about Martin Schulz’ chat #AskMartin. The chat took place May 19 and is a part of Mr Schulz bid to the post as President of the European Commission. Actually this is a post nor he nor his competing candidates actually will be elected to by the EU citizens since the Commission, including its President, is agreed by the European Parliament. So in itself it’s a strange situation.
As much of this election campaign this event was rather discreet, in fact the chat was a complete surprise, I only noticed it when RTs started to appear in my feed, and I concur with the critics that the answers were few, far in between and bland. Fine, he got 1 700 tweets during the hour allotted to the Twitter chat, it goes without saying that no one can answer that many answers at least not over the course of an hour. Still the answers that were given could have been more poignant.
But as Mr Ricorda rightly points out in his post, there are technical limitations to how many answers you can provide. But what communications strategy doesn’t take that into account? I must say from my angle it seems like Mr Schulz team had a brain wave:
We must do something with Social Media! Twitter! He should Tweet. That will make him stand out as a cool politician. And German (German since EP elections still are national) twitters is a really interesting demographic group. And properly managed we’ll get a really good reach.
I can hear the applause.
More than any other tool in the communications mix, technology is a factor in any Social Media strategy and if not managed properly you will end up like Mr Schulz, kind and well-meaning, but a bit lost in [Social Media] space. Technology has to be taken into account and managed. Questions like:
- Can others in his entourage answer tweets while keeping the authenticity?
- Can we continue to answer questions even after the chat is closed?
- Can we create a pop-up page on the campaign website and answer the questions by grouping them in themes?
There are many other questions to be asked and answered. But as long as there is a sense of no one even thinking about the basics before organising an [on-line] event like this it will only be considered as a well-meant measure that got botched.