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Safe, yes; bland, no » Going the safe route might be the way to avert a social-media scandal, but blandness isn’t necessarily rewarded, said Paul Levinson, a professor of communications at Fordham University.
To use Twitter effectively as a politician, Levinson said the 140-character messages need to cover many bases — ranging from the funny and personal to serious policy matters to engaging with constituents through questions and answers.
Utah’s tweeting congressional delegation
Sen. Orrin Hatch » @orrinhatch
Date joined: Dec. 16, 2008
Other handles: @SenOrrinHatch, @orrinpac, @GOPSenFinance
Sample tweet: “Please join me in saluting @SenJohnMcCain on the 40th anniv. of his release from a North Vietnam prison camp. Proud to call John my friend.”
Number of followers: 37,755
Klout score*: 82
Sen. Mike Lee » @SenMikeLee
Date joined: Nov. 9, 2009
Sample tweet: “The President likes to talk about ‘fairness.’ How fair is it that Utah must ask for federal permission to use its land”
Number of followers: 26,721
Klout score: 84
Rep. Jim Matheson » @RepJimMatheson
Date joined: June 10, 2009
Sample tweet: “Congress is working to pass a budget to set spending & saving priorities for the upcoming year. What do you think the priorities should be?”
Number of followers: 6,570
Klout score: 59
Rep. Rob Bishop » @RepRobBishop
Date joined: May 25, 2010
Sample tweet: none
Number of followers: 612
Klout score: 0
Rep. Jason Chaffetz » @jasointhehouse
Date joined: Dec. 2, 2008
Sample tweet: “Washington DC – what a bunch of wimps. Threat of snow tomorrow and everyone is in high panic. #Snowquester”
Number of followers: 37,199
Klout score: 81
Rep. Chris Stewart » @RepChrisStewart
Date joined: Jan. 8, 2013
Sample tweet: “My first opportunity to sit in the speakers chair and preside over the House. My mom and dad must be sitting in heaven, amazed.”
Number of followers: 608
Klout score: 53
*Klout score: A Klout score measures popularity on social media based on factors such as number of followers and frequency of use. A top score is 100.
"If you play it so safe that you’re boring and your tweets lack personality," Levinson said, "Twitter isn’t going to help you."
Sen. Chuck Grassley, R-Iowa, did everything Levinson suggested and built a loyal following with unique, personal tweets about family life and his own worldly observations — but after some ridiculed him for his liberal use of slang abbreviations, Grassley changed course.
"I think it’s a misunderstanding of what people thought my purpose was. And then, I was trying to abbreviate as much as I could, and I think people thought I didn’t know how to spell, so I try not to abbreviate as much anymore," Grassley told Buzzfeed.
One of those tweets with an indecipherable abbreviation came in January when Grassley wrote: "On way to church 2day in Iowa I saw dead deer along road reminding me of close call I had. So many deer dead tells me Iowa needs longer cson"
Although he quickly deleted it after just two minutes, the Sunlight Foundation archived the tweet in an online database dubbed Politwoops.
All six of Utah’s members, along with Gov. Gary Herbert, former Democratic Senate candidate Scott Howell and former Gov. Jon Huntsman have tried to undo a tweet — although most were just retweets from other users.
Former Republican congressional candidate and Saratoga Springs Mayor Mia Love had her own brush with deleting a tweet when a staffer used her official account to take a jab at Hatch — and quickly had to apologize to the senior senator.
Lee on Twitter » Lee, Utah’s junior senator, has the state’s most aggressive social-media strategy, trying to push his agenda and bypass traditional news channels.
"It doesn’t require any intervening medium, so you can speak directly to constituents that way," Lee said. "Never has it been so easy or inexpensive for someone to speak to so many people."
Lee’s office says the senator is wary of using social media as a platform for airing personal information — followers will find only official business on his account, such as political battle cries and pleas to his supporters, like the #protect2A hashtag used to tout his support for the Second Amendment and opposition to gun-control legislation.
His spokespeople also have official accounts and have been known to get into public disputes with liberal columnists as a way to argue their case.
You won’t see any arguing from Rep. Jim Matheson, D-Utah, on Twitter. He uses it mostly to thank people he’s met and to catch up on the news, though he occasionally likes to use it to pose a question to his more than 6,000 followers.
"What’s kind of interesting is asking more of an open-ended question — What should be in the budget? What do you want to hear in tonight’s State of the Union?" Matheson said.
Opening up the Twitter dialogue makes citizens feel like they have an influence in politics, Levinson said. And politicians are checking regularly to see what people are tweeting about them, making it one of the fastest and easiest ways voters can petition their representatives.
"It gives constituents a chance to ask their representatives questions," he said. "That’s an extraordinary development."
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