Political parties social media platforms allow for making jabs at rivals. GRAND RAPIDS – In between comments about the Detroit Tigers and checking in on Foursquare, Matt Frendewey’s tweets tout state Republican policies, the achievements of GOP leaders and news around the country.
The party’s spokesman also goes tit-for-tat with Democrats.
Take this recent exchange as an example: Frendewey, after meeting with Rick Santorum supporters over delegate distribution complaints, said they had a great conversation and that “we are a united party focusing on defeating Pres. Obama in 2012.”
Democratic Party Chairman Mark Brewer responded with “Spinning like a top - any more election ‘errors’ corrected by you, Schostak or other Romney supporters today?”
Frendewey, in turn, tweeted: “Comical when your party believes illegal aliens should vote and leadership convicted of voter fraud,” referring to a Democrat who registered fake Tea Party candidates in 2010 to draw votes from Republicans seeking office.
It’s an emerging social media trend in the election season, taking some of the backroom bickering, partisan pandering and differing views of the facts to the public realm.
While political parties, office holders and candidates are all but expected to have a website, Facebook page and other social media presences, all is not fair or beneficial, one expert contends.
William Ward, a social media professor at Syracuse University’s S.I. Newhouse School of Public Communications, says lowering the level of discourse is more harmful than becoming.
“If it degenerates into name-calling or snarky remarks, it really ends any discussion that could be productive,” said Ward, a Grand Valley State University graduate who has taught at his alma mater in addition to Michigan State University and the University of Michigan.
“It’s an important platform that we comment on aggressively,” Frendewey said of his personal Twitter account and the official party handle. “We’re tweaking each other back and forth and it’s important that when the Democratic party strays from the truth that we call them on it.
“None are personal attacks. Most of my tweets are subdued.”
Brewer, who operates the party’s account but doesn’t have an individual one, said he tries for pointed remarks in the 140 characters he’s allowed.
“It enables us to engage others,” says Brewer. “We dig up articles and information that we think people want to read. It also is an important way to respond to something instead of holding press conferences or doing battling press releases.”
An earlier battle had Frendewey zinging Democrats for encouraging a turnout in the state primary, questioning party integrity. Brewer responded with an allegation that the GOP is led by a “puppet.”
Both men are aware of the public nature of the accounts.
Ward said that's why people and brands need to be careful in the social media arena, pointing to blowups by Gilbert Gottfried, who was fired from his job as the Aflac spokesman for inappropriate tweets after the Japanese tsunami, and others.
“You’re not making any progress in changing an opinion or making a point about an issue because all that gets lost. Sometimes when you try to rebut a comment, it just adds fuel," he said.
The Twitterverse can extend the reaction and fallout through re-tweets, Ward says. Individuals and entities should develop a clear policy that steers clear of trouble or controversy.
“It’s an unfortunate societal problem when grownups aren’t playing nicely,” Ward said. “People should be taking time to be even more careful digitally and do everything in a civil manner.”
Each Brewer and Frendewey say that’s the goal, but some tussles are to be expected between rivals and would spill into the public domain one way or another.
“Twitter is an ongoing conversation,” Frendewey said. “It flows quickly, evolves and gives people a chance to take part.”
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