The Digital-First Politician: 14 Principles To Live By

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. 

As we move deep­er into the digit­al age, it begs the ques­tion:
Are you keep­ing up with the times?

Here we go:

14 Principles for a Digital-First Politician

1. The digit­al-first politi­cian can speak online with ease. Most politi­cians are com­fort­able with speak­ing at stages, sem­inars, and ral­lies. But the digit­al-first politi­cian uses her smart­phone in a taxi to speak her heart out—Gary Vaynerchuck-style.

2. The digit­al-first politi­cian con­veys her mes­sage online 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 mes­sage on social media.

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. But the digit­al-first politi­cian util­ises the sheer power of email com­mu­nic­a­tions.

Recommendation: 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.

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 online backchan­nels for sup­port and dis­cus­sion. Most politi­cians use online com­mu­nic­a­tion to raise aware­ness and seek sup­port for their agenda. But the digit­al-first politi­cian will first use the inter­net as a sound­ing board to build sup­port in smal­ler for­ums and backchannels.

7. The digit­al-first politi­cian isn’t afraid to engage in respect­ful online dis­cus­sions. 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 a breach of the fol­low­er con­tract).

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 sur­round mes­sage and embraces that audi­ences flow freely across online media.

10. The digit­al-first politi­cian offers a per­son­al online exper­i­ence. Most politi­cians treat online com­mu­nic­a­tion as a tra­di­tion­al medi­um like any oth­er. But the digit­al-first politi­cian will use the inter­net to con­vey her voice’s sound, her speech’s cadence, and all oth­er quirks that make her unique.

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.

12. The digit­al-first politi­cian always keeps her online pres­ence inter­est­ing. 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”).

13. The digit­al-first politi­cian is thank­ful for every reas­on to speak her truth online. 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.

14. The digit­al-first politi­cian always uses clear call-to-actions to engage the 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.