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I think it starts with accessibility. How many politicians have a Twitter but have an aide handle it for them? In this era of complete accessibility to EVERYONE ON THE FUCKING PLANET, that's just not going to cut it anymore. This is the Internet...where anyone can Tweet @KanyeWest and ask him what color panties @KimKardashian has on right this second.
Obama was the first (actually, Mike Huckabee...but then he BYUAAAAAH fucked it up) big time politician to truly take on Twitter but even he seldom tweeted himself. He does some pretty darn awesome things, though, like Reddit AMA. Obama hasn't even fully embraced social media but he does it better than anyone else on the big stage. Could you imagine a head of state that was just fucking cool on their Twitter or Faceboook? Like if Chris Hadfield was PM and he was just a regular dude and liked peanut butter sandwiches. Think about all the cool politicians mentioned above.
That's why I like Obama so much. You never get the idea that he's a big phony...that the personality he projects to the world is completely fake. Look at Mitt Romney. He kisses babies and hugs black people then goes to his rich white friends and tells them how the 47% are ripping them off. Yes, I'm sure Obama also has to make sure he doesn't say any stupid shit but whether he cracks a joke or gives a speech, he sounds sincere. Even Hillary Clinton won some cool points participating in the Texts from Hillary meme. Every joke Obama cracks goes viral. Think about how much more effective that is than any campaign ad you see on TV.
It might be unreasonable or counter-productive to expect the Prime Minister to post every one of his meals to Instagram or answer every one of the thousands of tweets they get but c'mon...everyone has a second to pull out their phone and talk to a few people themselves from time to time.
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