Former Calgary mayor Naheed Nenshi has extensive experience with social media campaigning, dating back to his initial run for mayor when he utilized Twitter to engage with voters. Nenshi emphasized the importance of using social media as a tool for dialogue rather than simply broadcasting messages, a strategy that has become more challenging over the years due to the prevalence of algorithms and online hostility.
The proliferation of bots, trolls, and individuals quick to criticize has hindered genuine conversations on social media platforms, making it increasingly difficult to effectively communicate with the public. This sentiment is shared by many, as online misinformation, political divisions, and algorithmic manipulations have significantly altered the social media landscape.
Despite the obstacles presented by social media, politicians are compelled to maintain a presence on various platforms such as Facebook, Instagram, YouTube, and TikTok due to their widespread usage among the Canadian population. Harneet Singh, managing principal of EOK Consults, a political digital marketing agency, highlighted the necessity for elected officials and candidates to leverage social media as a direct channel of communication with voters and constituents.
While social media has proven beneficial for local politicians lacking the resources for traditional media outreach, it has also evolved into a space where misinformation spreads easily, influencing public opinions and behaviors. The targeted nature of social media campaigns has shifted the focus from broad appeals to specific demographics, fostering fragmented and isolated online communities.
David Black, an associate professor at Royal Roads University, emphasized the need for both politicians and voters to balance their online engagement with real-world interactions. He encouraged voters to disconnect from the digital realm occasionally, engage in physical activities such as attending campaign events, and actively participate in local politics to counter the algorithmic influence.
Singh stressed the importance for politicians to complement their online presence with offline efforts such as in-person engagements and community outreach. While social media may offer a sense of direct engagement and control, Black cautioned against solely relying on digital strategies, warning that the long-term implications on democracy could be detrimental.
In conclusion, the evolving landscape of social media presents both opportunities and challenges for political actors and citizens alike, underscoring the importance of maintaining a balanced approach to digital engagement and fostering genuine connections beyond the confines of online platforms.