Jacinda Ardern's use of social media | MOSH-Byte

Following Labour's crushing defeat in the election last weekend, the race is on for their party leader. Current polls show Jacinda Ardern to be tipping David Cunliffe for popularity. In the lead up to the election Mosh watched all political parties' social media campaigns with interest. Ardern clearly understands how to use a number of platforms. For example, she loaded a profile on Tinder to encourage questions about anything political, keeping in line with her #askjacinda hashtag. This open line of interest clearly appeals to a generation who have been brought up to question everything, and not believe a doctor/lawyer/surgeon, just because they have a degree and a white coat or silk tie.

A healthy Twitter following of over 20k and a similar following on Facebook have allowed Ardern to connect with the bulge of media savvy, generation Y in our demographic. Pre-election there was much publicity about the malaise of that generation and their disinterest in politics. Her current support could suggest the opposite.

The use of social media to promote your business, politics or nonprofit organisation is becoming ever more popular. However promoters should always remember that their audience see social media as a place to engage in their own interests. It isn't an opportunity to shout at potential customers for free. You can do that if you like, but be prepared to be chopped off immediately by your audience.

Although Ardern clearly promotes her affiliation to Labour, she approaches social media by thinking about her audience. #askjacinda is testament to that. Regardless of the political leanings of her audience, she understands that of the three tenets of social media (inform, entertain, give out free stuff), she is in an excellent position to inform.

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