Authenticity has never been more important
The general election highlighted many other examples of how not to do social during the last campaign. The content from the main parties stuck doggedly to a command-and-control approach that just about works with traditional media but is 'called out' on social and won’t cut through to anyone other than the converted.
At a time when our trust in the 'party line' is at a low point, there is a real need for content to be authentic, relevant and honest.
Some organisations are taking the opportunity to give those who are trusted within their organisations, like the staff on the ground, the tools and training they need to engage in genuine human conversations.
Eg: Dave Throup, an Environment Agency area, who acts as a local voice giving up-to-date updates on what's happening in his area in Herefordshire and Worcestershire. His Twitter feed has built up a large following, thanks to the genuine and human touch he provides to his employers' activity.
Coming back to the trust issue again, Dave and people like him work well on social media because he’s a trusted source of information, authentic and genuine.
I’d like to thank Dan Slee for sharing this example in his blog post in 2014.
We’d always argue with any campaign on the need for your content to be authentic, relevant to its audience and for you to be open about what you’re trying to do. If you aren’t you’ll be criticised or ignored.