Misinformation’s not funny! Who approved this?!
I can imagine the raised eyebrows and perhaps sceptical response to Peter Gearin’s article in today’s Mandarin about the way the Australian Electoral Commission is using social media to combat misinformation.
Given the criticism ‘social media’ has copped for spreading mis- and disinformation during COVID (right up to the PM himself), it’s a strategy many public sector agencies would likely prefer to avoid.
But I applaud the AEC. Why?
As George Williams AOM once explained to me, telling people to avoid social media is like telling teenagers to avoid sex.
These conversations are happening whether we like it or not, so – in a weird way – if you can’t beat them, join them. The best form of defence is to learn how social media works, learn how to build connection, trust and rapport with online communities, and then ensure you contribute value in the way the AEC does. In this case: humour.
That’s not to say humour is THE strategy for social media, just that it works for the AEC in spreading the messages (and countering) they want to online. It may look simple from the surface, but what they’ve built requires a strong understanding of purpose, audience and channel (plus some talented individuals) to nail the execution – consistently and responsively.
What the AEC’s approach proves is that there’s far more value in tailoring your strategy for social media vs. simply copy-and-pasting pre-approved messages from other channels. Using the network effect and communities themselves to help spread your messages is infinitely more effective than taking excerpts from an official media release
One thing I’d add is this: don’t forget your people.
The brand can have fun, and the brand can entertain. But don’t underestimate the power of your people – particularly leadership – to spread crucial messages and form important partnerships online. This digital ‘one-two’ is the most effective combination to squash misinformation, gain greater levels of trust and engagement from key audiences, and take back control of your digital narrative. Our research shows it’s far easier to throw mud at a faceless entity than a fellow human being, so there will always be a role for individual leaders to play.
Social media is about much more than winning the popularity contest today, as the AEC shows. Whether it’s protecting democracy or attracting the key partners, staff and the critical talent your agency will need in the future to deliver results – social media has a key role to play.
