s e i t i n u t r o p p O l a t i g i D ng ents duri nstitu o c h t i w g Connectin beyond d n a c i m the pande
AN ELECTED REPRESENTATIVE’S GUIDE TO USING DIGITAL TOOLS FOR CONSTRUCTIVE TWO-WAY CONVERSATIONS
The Internet has transformed democracy, for
the ‘gram (Instagram), to those who believe there’s
better and for worse. But there is still incredible
nothing better than a good ol’ telephone call to get
untapped potential to use digital tools to be a
the job done. It highlights the rewards of digital
better representative, and to foster a healthier,
engagement, gives tips on how to engage people
more functional democracy.
effectively online and what to watch out for (includ-
This guide is for all politicians and political staff, from those who are at ease with daily posting on
ing advice for how to deal with trolls), and suggests tools to help you get started.
Why should you invest in digital engagement? AS AN ELECTED REPRESENTATIVE, WHEN YOU INVEST IN DIGITAL ENGAGEMENT, YOU:
Build more trust in you, in
Create pathways to wider
other political leaders, and
civic participation // Online
in our democratic institutions
political conversations are
// Research finds that people
sometimes dismissed as
trust politicians more when they see them
empty “clicktivism,” but when people engage
interacting on social media and other digital
online, they are more likely to participate
channels.
in their democracy in other ways. This is especially true for citizens who are otherwise disengaged.
Help ensure high-quality
Support public learning //
information reaches citizens
Despite all the online noise,
// There is a growing demand
there is evidence that when
for information that is not
politicians talk about issues
mediated through traditional news, which
online, citizens become more informed
makes it easy for misinformation to spread
about those issues as a result.
rapidly. But if leaders are active in digital media, they can disseminate good information and refute bad information.
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What does good digital engagement look like? As an elected representative, almost all of your
partisanship, uncompromising us-versus-them
colleagues are on social media, and some—partic-
rhetoric, incivility, and even harassment.
ularly since the COVID-19 pandemic—have adopted
But using digital engagement tools more
other digital tools as well. But research finds that
strategically can make digital engagement more
most politicians around the democratic world still
meaningful. It also permits you to lead by example
use these tools in limited ways, such as to broad-
on how to engage thoughtfully online. By following
cast the party message and advertise a candidacy.
the simple tips below, you can establish the terms
Just about anyone in politics, or even following
of engagement, truly hear from your constituents,
politics, also knows what truly harmful digital
and communicate to them in a more meaningful
political conversations look like: over-the-top
way.
DIGITAL ENGAGEMENT IS BEST WHEN IT IS:
Regular // Sincere digital
Personal // Digital media
engagement has to be ongo-
provides a unique opportu-
ing, rather than occasional.
nity to present your personal
It takes time and repetition to
side. Doing so helps close
develop an active audience and prove that
the distance between leaders and citizens,
you are actually willing to listen. Conducting
which develops trust and encourages better
respectful and substantive digital engage-
exchanges. It’s an opportunity, but also an
ment over time helps to develop a shared
expectation. Digital engagement requires
commitment between you and your
more of the real you—and citizens could be
followers to have civil and substantive
turned off if they sense that exchanges are
exchanges.
too scripted, filtered, or mediated.
Attentive and responsive // Unsurprisingly, when citizens communicate with leaders online, they know when they are getting a real, substantive reply, versus a boilerplate response. Of course, it is not always possible to respond in depth to every comment received over social media or in other digital forums. But if you are actively seeking digital input from citizens, you should seriously engage with some of what comes in, or citizens will feel cheated, and won’t bother coming back.
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Timely // People expect fast-
Simple and focused // There
er communication on digital
is a lot of noise online, and
mediums. Research shows
“information overload” is a
that the faster representatives
real problem for citizens try-
respond to questions, the more satisfied
ing to learn more about their world. To reach
citizens will be, and the more likely they will
citizens and contribute to public learning,
be to engage again. Easier said than done,
it’s important to facilitate targeted conversa-
with all the demands on your time. Consider
tions, rather than open-ended ones. Political
setting aside chunks of time in which you
scientists have found that online town halls
invite input from citizens, and are ready to
have the best quality of conversation when
respond in real time.
they are organized around a single issue.
Platform-appropriate //
Inclusive // Digital engage-
Different digital platforms
ment is not accessible to ev-
are suited to different pur-
eryone. Governments should
poses, and it is important to
continue to work toward digi-
match the platform with the kind of engage-
tal equity but, in the meantime, it’s important
ment you want to foster. For example, one
to think about offline methods to engage
study of politicians on social media found
those not present in the digital public
that new information is best received on
sphere. Digital engagement can also be
Twitter, while more personal or entertaining
nested inside offline engagement, using
content is better received on Facebook or
more inclusive and available settings. For
Instagram. Doing more serious, in-depth
example, some successful civic programs
deliberation may require a more specialized
recruit politicians to speak to classrooms
platform. We list some tools on page 7.
via streaming video.
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What should you plan for when engaging digitally? DIGITAL ENGAGEMENT BRINGS CHALLENGES AS WELL AS OPPORTUNITIES. YOU SHOULD BE READY FOR:
Dis- and misinformation // The digital public sphere has become the leading spreader of misleading or false information. By being active digitally, you can play a meaningful role in stopping that spread, and replacing misinformation with facts. Some things to keep in mind: Don’t respond to every wild theory floating
sure you don’t inadvertently spread it. Check
around—you will end up elevating little-known
the credentials of the author and the reliability
conspiracy theories to a wider audience. But
of their sources, when the piece was written, the
once a rumour is widespread, research shows
motivations of the person who wrote or shared
that refuting it is worthwhile.
it, if the content matches the headline, if it
Communicate clearly and simply. Elevate
shares differing viewpoints on the subject,
experts or neutral third parties, who may be
and if the web address looks suspicious.
seen as more impartial and persuasive than
Learn to spot bots (fake social media
you are, as a politician. Explain why something is false, by providing alternative explanations. Learn how to spot misinformation to make
accounts). The typical bot has a name with random numbers and letters, posts more than 50 times a day, provides little personal information, and mostly reposts and promotes other accounts.
Harassment and incivility // Most representatives have experienced how online political conversations can attract personal attacks—and even harassment—of a kind that is much less common offline. The following research-based approaches to communicating online can head off some of the incivility that gets in the way of meaningful exchanges: Modelling respectful communication online
Be detailed and substantive, and ask for
attracts more respectful interactions. Regular
substance from the people with whom you
civil engagement can over time develop recipro-
interact. Research finds that asking others to
cal behaviour in the people we talk to.
provide detailed explanations of their preferred
Calling out online incivility can help reduce it, and it is most effective when you are policing your own “team.” Take it upon yourself to correct inappropriate behaviour in your own
policy choices causes them to move beyond slogans, become more civil, and open themselves to alternative views. Use language that reminds people of shared
supporters. They are more likely to listen to
identities, like national or regional identities,
you and this can win you points from your
rather than those identities that divide us,
political rivals.
like political and ideological affiliations. 5
Privacy concerns // You should be open and transparent with citizens about how you may be collecting personal information and for what purposes. Transparency is fundamental to trust, and trust brings engagement. If digital engagement looks like a data collection exercise, it could backfire in a big way. Consider: Posting your privacy and data collection
in your constituency? Is it to make sure that
policies somewhere central on your online plat-
event attendees represent the mix of people in
forms, and link to the platform’s own policies.
your riding?
This shows your constituents that you care about these important issues, and helps your followers to make informed decisions about their online participation. If you collect personal information (for example, for newsletters, memberships, or events), clearly state how you plan to use the information. Is it to prioritize concerns of people
Whether all the information you’re requesting in your online sign up forms is necessary. Informing yourself about cybersecurity and good cyber hygiene practices. Many reputable sources provide this information in an easily digestible format. See additional resources on page 8.
Barriers to inclusivity // As with all forms of political engagement and consultation, accessibility and inclusion must be top of mind when communicating online. Not everyone has access to the Internet, and among those who do, not everyone participates in the same way. There is no one-size-fits-all approach for equitable participation, but here are some practical suggestions to keep in mind: Keep language simple. (It both minimizes misunderstanding and is less intimidating.) Complement digital engagement with traditional outreach methods such as mail
text so that screen readers can read descriptions aloud, and enable text-to-speech capability for all text whenever possible. If you’re looking to engage certain com-
outs, billboards, radio and local newspaper ads,
munities or particular demographics, post on
posts in libraries, daycares, and youth drop-in
relevant online forums, use micro-targeted
centres, or robocalls/tele-concierge services.
digital ads on social media, and enlist the help
Use videos with captions, images with ALT
of local “influencers” to advertise.
Note: If you use the block function to suppress bots or those who post harmful comments, make sure this policy is clearly communicated on all of your online platforms.
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Which digital engagement tools should you use? Different platforms exist for different purposes.
is to find the right tool for the right digital engage-
Some are free, others require a modest subscrip-
ment job. Below are some non-exhaustive
tion, and some can be quite expensive. The key
suggestions:
Disseminating news and
Making a personal connec-
information: Email, Twitter //
tion: Facebook, Instagram,
Email and Twitter work best for
TikTok, Twitch // Facebook
disseminating information. One
and Instagram are better
study of politicians on social media found that
suited for more personal or entertaining
hard news and information attracted much
content. Some elected representatives are
more engagement on Twitter than other social
taking up more youth-centric platforms as
media platforms.
well, like TikTok and the video game streaming site Twitch, to connect with new voters.
Hosting interactive conversations with constituents: Facebook Live, Instagram Live, YouTube Live, Vimeo Livestream // Some elected representatives stream videos where participants can submit questions and get answers in real time. Facebook Live is but one example. Multiple online town hall applications (like Zoom or Vimeo Enterprise) also exist for more formal and structured conversations. Online town halls can be effective at building trust, especially under the following conditions: a representative sample of constituents attend; neutral third-party moderators provide unbiased information while leading the proceedings; elected representatives are active participants; and town halls are focused on a single issue. Telephone town halls are a good offline alternative (to online town halls).
Doing group deliberation: thoughtexchange, Ethelo, Decidum, Consul // For deeper forms of engagement, like asking constituents to think about and provide detailed input for policy decisions, it is worthwhile to seek out specialized platforms and services that enable sophisticated digital deliberation. Constituents can submit and evaluate ideas, and work with you and each other toward consensus. If it’s not feasible to take up one of these typically paid platforms individually, encourage your legislature or council to procure access for all members, or pool resources with colleagues.
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Most importantly, don’t hesitate to experiment with
of the best resources, so seek their advice often.
digital tools and online engagement techniques.
We hope you find engaging online with the peo-
Make sure to ask for and learn from feedback. Your
ple you represent rewarding and full of promising
colleagues and their staff are also likely to be some
opportunities.
Additional resources Canadian Centre for Cyber Security // cyber.gc.ca Cybersecure Policy Exchange // cybersecurepolicy.ca Government of Canada’s Public engagement tools and resources // canada.ca/en/privy-council/ services/public-engagement-resources
IAP2 Canada (International Association of Public Participation) // iap2canada.ca Inter-Parliamentary Union’s Social media guide for parliaments and parliamentarians // ipu.org/ resources/publications/reference/2021-02/social-media-guidelines
The Samara Centre’s Field Guide to Online Political Conversations // samaracanada.com/field-guide
PUBLICATION DATE: 8 March 2021 Copyright © The Samara Centre for Democracy 2021 CITATION: Adelina Petit-Vouriot. (2021) “Digital Opportunities: Connecting with constituents during the pandemic and beyond.” Toronto: The Samara Centre for Democracy. EDITOR: Allison Smith DESIGNER: Geneviève Biloski The Samara Centre for Democracy is a non-partisan charity dedicated to strengthening Canada’s democracy, making it more accessible, responsive, and inclusive. The Samara Centre produces action-based research—as well as tools and resources for active citizens and public leaders— designed to engage Canadians in their democracy. To learn more about the Samara Centre’s work or to make a charitable donation to support our research, please visit samaracanada.com or contact us at 416-960-7926.
33 Prince Arthur Avenue, Toronto, Ontario M5R 1B2 416-960-7926 | info@samaracanada.com @SamaraCDA
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