The Digital-First Politician: 14 Social Media Principles

Are you a digit­al-first politician?

In pub­lic rela­tions, polit­ic­al com­mu­nic­a­tion is often referred to as pub­lic affairs. But why haven’t more politi­cians embraced digital-first?

The inter­net is where most of our opin­ions are being moul­ded, debated, and spread through­out the vot­ing population. 

Are you keep­ing up with the times?

Here we go:

14 Principles for a Digital-First Politician

1. The Digital-First Politician Speaks Their Truth — Online

Most politi­cians are com­fort­able with speak­ing at stages, sem­inars, and ral­lies. But the digit­al-first politi­cian even uses her smart­phone in the back­seat of a car to speak her heart out—Gary Vaynerchuck-style.

2. The Digital-First Politician Conveys Her Core Message with Authentic Passion

Most politi­cians are com­fort­able turn­ing up the heat when facing an oppon­ent in a debate. But the digit­al-first politi­cian finds it easi­er to con­vey her authen­t­ic pas­sion when com­mu­nic­at­ing her Core Message on social media. ¹Silfwer, J. (2020, April 21). The Content Themes PR Strategy: The Power of Focus. Doctor Spin | The PR Blog. https://​doc​tor​spin​.net/​c​o​n​t​e​n​t​-​t​h​e​m​e​s​-​p​r​-​s​t​r​a​t​e​gy/

3. The Digital-First Politician Has a Growing Email List of Her Own

Most politi­cians strive to appear in con­texts where they can reach rel­ev­ant audi­ences. The digit­al-first politi­cian util­ises the sheer power of email communications.

Affiliate: I use Mailchimp as my default email list manager.

4. The Digital-First Politician is Constantly Battling a Stupid Majority

Most politi­cians seek ways to engage the pub­lic by speak­ing to issues defined by the mass media. But the digit­al-first politi­cian will take her fight dir­ectly to Stupid Majorities via social media. ²Silfwer, J. (2016, August 25). The Stupid Majority PR Strategy: How Underdogs Dominate. Doctor Spin | The PR Blog. https://​doc​tor​spin​.net/​s​t​u​p​i​d​-​m​a​j​o​r​i​t​y​-​p​r​-​s​t​r​a​t​e​gy/

5. The Digital-First Politician Cultivates Her Unique Social Media Voice

Most politi­cians use social media as a broad­cast medi­um for gen­er­ic polit­ic­al con­tent. But the digit­al-first politi­cian has real­ised that online fol­low­ers seek unique voices and tonalities.

6. The Digital-First Politician is Plugged into Hidden Arenas to Mobilise Support

Most politi­cians use online com­mu­nic­a­tion to raise aware­ness and seek sup­port for their agenda. But the digit­al-first politi­cian will also use “Hidden Arenas” as a sound­ing board to build sup­port and tweak the mes­saging with the help of smal­ler for­ums and backchan­nels. ³Silfwer, J. (2023, April 7). The Hidden Arena PR Strategy: Mobilise Change Agents. Doctor Spin | The PR Blog. https://​doc​tor​spin​.net/​h​i​d​d​e​n​-​a​r​e​n​a​-​p​r​-​s​t​r​a​t​e​gy/

7. The Digital-First Politician is Never Afraid to Meet Potential Voters Online

Online trolls be damned. Most politi­cians don’t want the hassle of speak­ing dir­ectly with insig­ni­fic­ant people on social media. But the digit­al-first politi­cian respects the online equi­val­ent of con­nect­ing with ‘reg­u­lar folks’ in the streets, listen­ing to their stor­ies, and shak­ing their hands. 

8. The Digital-First Politician Publishes Original, Helpful, and Actionable Content

Most politi­cians are using the inter­net to broad­cast their mes­sages. But the digit­al-first politi­cian finds mediocre online con­tent dis­respect­ful to her voters, and she provides a steady stream of ori­gin­al, help­ful, and action­able con­tent. ⁴Silfwer, J. (2021, November 26). Content is Not Marketing — It’s Communications. Doctor Spin | The PR Blog. https://​doc​tor​spin​.net/​c​o​n​t​e​n​t​-​i​s​-​n​o​t​-​m​a​r​k​e​t​i​ng/

9. The Digital-First Politician Nurtures a Personal Brand on Multiple Online Platforms

Most politi­cians think that the choice of chan­nel is their prerog­at­ive. But the digit­al-first politi­cian is mind­ful of her Core Message and embraces that audi­ences flow freely across online media. ⁵Silfwer, J. (2023, December 20). The Formula for Personal Branding. Doctor Spin | The PR Blog. https://​doc​tor​spin​.net/​f​o​r​m​u​l​a​-​f​o​r​-​p​e​r​s​o​n​a​l​-​b​r​a​n​d​i​ng/

10. The Digital-First Politician Respects the Follower Contract 

Most politi­cians treat online com­mu­nic­a­tion as a tra­di­tion­al medi­um like any oth­er. But the digit­al-first politi­cian will use the inter­net to con­vey her respect to those inbound audi­ences who have act­ively chosen to listen. ⁶Silfwer, J. (2016, May 25). The Follower Contract. Doctor Spin | The PR Blog. https://​doc​tor​spin​.net/​f​o​l​l​o​w​e​r​-​c​o​n​t​r​a​ct/

11. The Digital-First Politician Prioritises Her Online Tribe First 

Most politi­cians con­sider the inter­net a great way to reach new audi­ences. But the digit­al-first politi­cian would be focused on inbound sig­nals and her exist­ing online tribe. ⁷Silfwer, J. (2012, April 14). Social Group Sizes (The Social Brain Hypothesis). Doctor Spin | The PR Blog. https://​doc​tor​spin​.net/​g​r​o​u​p​-​s​i​z​es/

12. The Digital-First Politician Always Keeps Her Online Presence Dramatic

Most politi­cians are look­ing at what oth­er politi­cians are doing online. But the digit­al-first politi­cian would focus on doing the oppos­ite of whatever oth­ers are doing (“zig­ging when oth­ers are zag­ging”). ⁸Silfwer, J. (2023, December 4). Social Media Logic: The Amplification of Media Effects. Doctor Spin | The PR Blog. https://​doc​tor​spin​.net/​s​o​c​i​a​l​-​m​e​d​i​a​-​l​o​g​ic/

13. The Digital-First Politician Jumps at Every Reason to Speak Her Truth

Most politi­cians are afraid of inter­net trolls, inter­net hate, and being cri­ti­cised in gen­er­al. But the digit­al-first politi­cian would be thank­ful and use any cri­tique as a reas­on to speak on behalf of her agenda. ⁹Silfwer, J. (2015, January 5). How to Deal with Online Trolls. Doctor Spin | The PR Blog. https://​doc​tor​spin​.net/​o​n​l​i​n​e​-​t​r​o​l​ls/

14. The Digital-First Politician Uses Clear Call-to-Actions to Activate Her Audience

Most politi­cians are happy if they get air­time in tra­di­tion­al media. But the digit­al-first politi­cian would instead focus on provid­ing her online fol­low­ing with a rel­ev­ant call to action.

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