“Quiet Trendsetters Study Highlights Distrust of Social Media, with Implications for the Political Class”
[this post is inspired by a Cision article]
Quiet Trendsetters: people less likely to be vocal about their attitudes and opinions, highlights both the use of and distrust of social media.
Why it matters?
The results have implications as politicians ramp up their use of social media going into 2020.
Boredom or curiosity but both with caution.
Many turn to social media out of boredom or curiosity about what friends and family are up to. A few say they only log in when they are seeking specific information. However, these Quiet Trendsetters also see a dark side to social media and agree caution is needed when using these platforms.
No fame-seeking and less impact from “influencers”.
Politicians eying 2020 runs can feel confident that Quiet Trendsetters will accept their social media use – this group understands their need to use social media as one more tool for outreach. However, they accept it as a means rather than an end. So candidates must stay on message and not appear to be fame-seeking.
Another caution is that, collectively, Quiet Trendsetters are less trusting of what they see on social media and than they may have been in the past and appear to be less impacted by the “influencer” model. To reach this population, social media engagement must be completely authentic.