Social media finds its place in Irish election
Last week's Irish election showed us that the penetration of social media tools can be constrained by context, suggests Dougal Paver.
File me under 'interested observer' as far as Ireland's general election goes. And darned interesting it was, too, for all manner of reasons.
For the champions of social media tools it was, like the last UK election, something of a disappointment. It wasn't the 'twitter election'. Or the facebook one, for that matter.
It was an election driven by 'the dead tree media' and TV - plus the loquacious Irishman's love of a good debate down the pub.
My conclusion from both elections is that the constraints of tools such as twitter - the limited room for meaningful dialogue or analysis and their knee-jerk immediacy, rather than thoughtfulness - relegates them when the context requires depth and seriousness.
Does that mean they have no place in b2b or consumer dialogues that require such depth and thoughtfulness? Of course not - it just means we have to acknowledge those limitations and communicate at a level, with a tone and with a timing that meets audiences' expectations.
No different from our thinking about any other channel of communication, then.
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