Social Media and the Electoral Process: The Canadian Experience

Social Media and the Electoral Process:The Canadian Experience Presented by Marc Mayrand, Chief Electoral Officer International IDEA – EMB Dialogue

60% of all Canadians online Almost 1/2 of Canadians use social networks Almost 2/3 of 35-54 year-olds use social media Over 40% of those over 55 use social media 86% of 18-34 year-olds active on social networks Citizens

Reduced barriers to democratic participation Social media users expect “open dialogue” and “24/7” availability Not all citizens use social media Citizens

All major parties have a presence Very successful reaching core followers Limited success with broad audiences Fundraising Political Parties and Candidates

Election advertising on social media Subject to rules Applicable during an election only Compliance challenges Tracking expenses Outdated Legal framework Parties and Candidates

Third-party election advertising Subject to rules based on expenditures Applicable during an election only Challenges Identifying election advertising Determining commercial value Education Third Parties

Limited use by Elections Canada Some proactive use by Provincial and Territorial EMBs The 41st General Election Issues Management Advertising on social media platforms Local recruitment Elections Canada and other EMBs

“Chatter” fills void of official information Strategic behaviours Vote swapping, “Tweeting” results Legislative boundaries Modern Communications Environment Challenges for EMBs

Next Steps Realistic expectations for EMBs Factors unique to the public sector Looking Forward

Opportunities for the Future Social media links to electronic services Social media will continue to evolve Looking Forward

Social Media and the Electoral Process: The Canadian Experience