The Power of Social Media
Just a Handful of Social Media Comments Can Grab the Attention of Congress, Study Shows
One of the major attractions of email in advocacy campaigns has traditionally been the ability to use volume to boost the authority of individual voices. Whereas one or a few constituents writing into a Hill office may receive momentary attention, thousands of constituents delivering a similar message amplified it immensely. As a result, many Congressional offices have become adept at processing bulk email campaigns, recording both the subject and volume of incoming messages. –
Unlike email, technology does not yet allow staff to separate constituent comments on social media from those coming from outside a district. Fitch said that that lack of capability doesn’t really matter much to lawmakers, who see social media more as a barometer of public opinion. The organic nature of social media helps, too. Someone leaving a comment or tweeting is ostensibly a real person taking a more significant action than simply clicking on a “send” button attached to an online petition or call to action. Congressional Quarterly
Congressional staffers said that, although social media’s influence is rising among Congressional offices, seeing an issue pop up in tweets or comments in just one instance is generally not enough to get their attention. At the same time, so-called “thunderclaps,” when advocates tweet a prearranged message at an account all at once, are not seen as authentic communication. But if tweets and comments on an issue appear over the course of many days on social media accounts, staffers will notice. These repeated interactions have to have a human element: simply tweeting or posting the exact same language over and over again will not convince staff that a real constituent concern is being expressed.
