Technological advances in recent years have made society rethink the way we conceive the web (internet) and the interaction we carry out through it.
No more than 20 years ago it was unthinkable to be able to conceive of communications as we do today. We have had to modify our way of thinking, interacting, educating ourselves, working, and of course, socializing. Along with these social changes; Governments at all levels, political parties, political actors, decision-makers and all the elements and actors that make up political activity itself, have also had to adapt to these new forms of interaction and communication to cover a field “Unconventional” for political practice.
In this sense, I dedicate this article to develop the challenges involved in the adaptation and effective use of Social Networks and digital tools that make the web, in political activity.
Social networks as a powerful tool in politics
Thus, in principle we all have, civil society and different levels of government, the challenge – beyond recognizing social media as important tools in the exercise of politics – of incorporating the tools of Social Networks in daily political activity within of a communication strategy to strengthen the institutional image and create a direct link between the public apparatus and organized and non-organized civil society.
For this, it is important to understand how to interact on Social Networks, in the understanding that the users of these tools are mostly young, a “friendly” institution should be created in actions and speeches to reach the users of these tools.
There is a great challenge ahead of creating in the government structures, an interdisciplinary and trained team to develop all the activity of digital political communication, capable of responding effectively to the dynamics of users in Social media. For this reason, it is necessary to implement new strategies at all levels of government to facilitate this activity on the web.
Social Networks contribute to the action of communication and political marketing, improving the incidence and impact of the performance and actions of the institution, by strengthening its communication mechanisms, as the basis of a new communication strategy and image positioning and actions accordingly. with changes and new technological tools.
A second level challenge is to go from using these digital tools only for communication and information; to the creation of direct interaction links, consultations, dialogues, forums and even, through Social Networks and the web as a whole, create a digital transparent management and governance mechanism; and on the contrary, a digital mechanism of social control.
However, it is necessary and important to understand and take into account that all the actions to be implemented with the use of digital tools (online) cannot be separated from the policies and physical mobilization actions (offline), such as: political events, meetings, workshops, etc.
Undoubtedly, there are many challenges and challenges ahead for Governments and civil society in the Era of Social media; technology advances by leaps and bounds and society has to adapt to these new changes.
The time has come for governments to enter into this new logic and use of Social Networks in political action (mainly in function of government, in addition to electoral campaigns) with the aim of creating a friendly, transparent institution – non-corruptible, open, solid and credible.
These characteristics and aspects will bring with them, in some way, solidity for political governance, an active, cohesive and participatory society with the capacity to exert influence in the construction of democracy and the elaboration of public policies that respond to the demands of the community. in general.
Finally, the challenge is for the different levels of government and civil society as a whole, to make possible the creation of different spaces for direct interaction without censorship through Social Networks and the web; adapt to new technologies, get the best out of them in order to build citizenship, democracy and development of the place where we live.