Saskatoon expert finds hits and misses in digital election campaigns
The candidates trying to win a seat at city hall in Saskatoon are waging a traditional door-to-door campaign, but they've also taken the fight online.
But just how vital is the digital campaign?
"It's not going to win you the election," said Albert Jame with Zu, a digital company in the city.
In an interview with CBC Radio's Saskatoon Morning, Jame said that a solid digital strategy that employs social media and a strong webpage is no guarantee of a win in the local election.
"I would say it's a good balance between door knocking, getting out there, and having a good digital strategy," he said.
- 'There are highly volatile campaign grounds out there': Race to become Saskatoon mayor heating
Jame also warned that waging the digital component of a political campaign is a little more risky than door knocking and glad-handing
"If you don't know how to internet, then it's going to be kind of hard to win the social media game."
Knowing how to "internet," he said includes wading into the digital world with the understanding that social media is fickle, unpredictable, and sometimes mean.
"It's a hyper exaggerated world," said Jame.
Some of the campaigns are doing things right, he said.
Jame points to the use of Twibbon by some campaigns. It allows people to modify their profile pictures on social media platforms to show support for a specific candidate. Jame also finds some of the self-shot smartphone videos to be effective.
Atchison video not one of the hits
One less effective approach, said Jame, was incumbent mayor Don Atchison's highly-produced 5 Things About Don Atchison video.
"I think it was kind of a misstep in the way that they produced it and maybe the way he came off," said Jame.
In fact, the video was widely mocked on social media, and it was taken down. The campaign told CBC News that the reason for taking "5 Things" down is to build anticipation for a future video release.
Jame suggested that may be yet another misstep.
"Taking things down incites a lot of reaction."
Also revealed in this campaign Jame suggests is a bit of a generation gap. Some of the younger candidates have a long established social media presence with a good flow of dialogue with supporters and critics. Some of the older candidates, he observed, are active only during campaigns.
Atchison, Charlie Clark, Kelley Moore and Devon Hein are all running for mayor.
Voters head to the polls on Oct. 26.
