Digital Opportunities: Connecting with constituents during the pandemic and beyond

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.

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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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