DUBAI // Government officials and members of the Federal National Council must use social media to engage with the public, the first Parliamentary Media Forum heard on Monday.
The forum was attended by members of the FNC, media specialists, journalists, academics and students.
It addressed how parliamentarians should interact with the public through media resources, most importantly through social media, which can be a very powerful tool if used correctly.
“Parliaments express the concerns of the people and advancements in technology have changed the way we interact with the public, especially to the youth,” said Mohammed Al Murr, Speaker of the council.
“We must take advantage of these forms of communication and promote their use. We have to look at how to best utilise these tools to reach the public, encourage participation and share the latest developments with them.”
Abdelwahed Radi, president of the Inter-Parliamentary Union, agreed on the need for more interaction.
“Social media created their own political field allowing parliamentary members to directly interact with people and have the politician see the effects of that interaction immediately,” Mr Radi said.
“The biggest challenge currently and in the future is to see how to enhance the relationship between the parliament and the citizens.
“We need to allow developments, improvements and advancement to address the evolving needs of the people.”
Dr Andy Williamson, an internationally recognised expert in digital democracy, social media, society and policy, said the media was now another part of life.
“We are increasingly comfortable in using social media, it has become ingrained in the life we now lead,” said Dr Williamson.
“Social media are fast changing and dynamic spaces for networking and sharing. Engagement is different than traditional media but must be done appropriately.
“It is less formal, less controlled, less rigid and more open. It has a new set of rules that are determined by the users and can be changed by them.
“There is less respect for positions, traditions and privileges. It evolves much more quickly than traditional media.
“This can be a challenge but also a powerful tool to communicate with people who wouldn’t normally engage with the parliament.”
He said the first thing parliamentarians should do was simply observe social-media sites.
“Just listen,” Dr Williamson said. “If you allow it, it can be a very powerful channel. There is a high noise-to-information ratio, but if you can filter out the noise you will hear the good stuff that you wouldn’t have heard anywhere else.”
He also addressed fears of making mistakes on social media.
“The biggest fear people have is that it will grow and take on a life of its own and that can happen.
“It is very easy to get it wrong and you will make mistakes, but you will learn and social media is very forgiving.”
The key is to be an active participant and not try to control it, said Dr Williamson.
“The more you are seen as a member the higher the respect you gain in that community. Be prepared to experiment. Don’t create barriers or over-regulate.”
Jemini Pandya, a former BBC journalist who is now the director of communications at IPU, said such activity had changed from media monitoring to media intelligence.
Ms Pandya said services offered by media consultants now include direct mapping and targeting of media, direct distribution and direct tracking of reporting in all forms of media.
“You can fine tune the data to know which reporters in what publications are writing about things that concern you and what perspectives they are taking on the issues,” she said. “Then target those reporters with your news.”
Ms Pandya explained how different media interact with different audiences.
“The majority of news still comes from releases,” she said. “I will read the first two lines of a press release and if it doesn’t interest me, then in the bin it goes.
“You should send the right press releases to the right person at the right time.”
The IPU has been promoting democracy since it was established in 1889.
In the Arab region it was the first international organisation to grant full membership to Palestine.
malkhan@thenational.ae