Twitter Tips for Rahm (and Other Elected Officials and Staff)

  |  March 3, 2011   |  Comments

Why Chicago Mayor-Elect Rahm Emanuel needs a new official Twitter account, and other tips for office holders and staff.


Newly-elected Chicago Mayor Rahm Emanuel and his staff have a lot to do before he's sworn in. But there's one thing his staff should do sooner than later: create an official Twitter account, one that's different from the @RahmEmanuel account he used during his campaign. Who knows – now that the original @MayorEmanuel spoof account appears to have gone dark, perhaps the real Mayor can put it to official use?

Sure, Twitter is a useful tool when asking for votes, but it can be useful for elected officials when it comes to serving constituents and informing the public, too. Here are some Twitter tips I learned from my years working in online communications for U.S. Senators Lamar Alexander and Fred Thompson.

Get a New Official Account - Now
Yes, I know you have thousands of followers on the campaign account. Yes, I know dual accounts can divide your audience, but with confusing campaign finance laws it's a good practice to have separate accounts for campaign and official communications. Don't fight it, just do it and don't become the subject of negative story.

Another lesson you can take from Emanuel's campaign is to find a good Twitter name ASAP. Even if you don't know how you'll use the account you will at least prevent crafty opponents from snapping up your boss's name.

Separate the Official from the Personal and Political
Staffers already on Twitter should keep a clear distinction between official business tweets, political tweets, and personal tweets. Staffers can maintain their own personality, but they shouldn't tweet about fundraisers, campaign events, or helping other campaigns while on official office time or using office computers or mobile devices. Also, staff should assume any tweet could end up on the front page of The Huffington Post. A disclaimer saying "all opinions are my own" won't stop a reporter from writing a story. No one wants to lose a job because of an unwise tweet.

Don't Tweet as the Boss
Ideally your boss should tweet, but there will be some who simply won't do it. Don't create the illusion; there's enough cynicism in politics. You can still be interesting and get followers without the boss tweeting. If you plan to have a mix of boss and staff tweets, prevent confusion by labeling the tweets as being from staff. For example, Sen. Russ Feingold's campaign staff used "STAFF" as a label.

Use Analytics
Use a URL-shortening service like to track click-throughs. That way you can see what content is most interesting to your boss's followers. This gives you an instant focus group.

Push videos on Twitter. Mention Twitter in videos, on Facebook, and in e-mails to constituents. Have staffers put the boss's Twitter handle in his or her e-mail signature. Your audience is across multiple channels, so you need a multi-channel approach to reach them.

Tweet Interesting Stuff
Good, valuable content will get attention. As an elected official your boss has access to content no one else does. Take advantage of that exclusivity and become a valuable news source:

  • Did your boss hear an interesting fact from a committee witness? Tweet that.
  • Was there a breaking news story on your boss's #1 issue? Tweet that.
  • Will your boss be holding a town hall meeting? Tweet that.
  • Did your boss visit a small business? Tweet that.
  • Did some troops come home after a successful tour overseas? Tweet that along with a picture.

    Tweet-out the Issues
    Your boss got elected because he cared about a set of issues. Get him to tweet about what he successfully ran on. Did he run on jobs and the economy? Get your boss to tweet a series of posts on what should be done to grow the economy.

    Is your boss pushing a bill? Take followers on the journey of it (hopefully) becoming law by mentioning committee hearings, committee markups, floor votes and conference committees. Few people really know how a bill becomes a law. Tell that story. Your followers will appreciate the civics lesson, and it might also get your boss some earned media.

    Break Out of the Bubble and Start a Conversation
    A powerful benefit of Twitter is connecting with constituents and breaking out of the bubble of the beltway, state capital, or city hall.

  • Schedule periodic question and answer sessions on Twitter. It's like a town hall meeting without the need to set up a conference call or find a physical meeting space.
  • Twitter is a two-way medium so get your boss to have actual conversations. Acknowledge constituents for sharing their concerns with you and try to give them useful answers. Constituent service is moving beyond processing snail mail or e-mail letters. Providing good answers to constituents' concerns will let them know your boss really is listening.
  • Tags:

    ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Early Bird Rates expire May 29. Register today and save!


    Sean  Hackbarth

    Sean Hackbarth is senior campaign manager for CRAFT|Media/Digital, a cross-media political agency serving right-leaning candidates and organizations. He has published a political weblog, The American Mind (, since 1999 and has worked on online communications for Sen. Lamar Alexander and Fred Thompson.

    COMMENTSCommenting policy

    comments powered by Disqus

    ClickZ Today is our #1 newsletter. Get a daily dose of digital marketing.



    Featured White Papers

    Gartner Magic Quadrant for Digital Commerce

    Gartner Magic Quadrant for Digital Commerce
    This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

    Paid Search in the Mobile Era

    Paid Search in the Mobile Era
    Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.




      • SEO Specialist
        SEO Specialist (HeBS Digital) - NEW YORK                             ...
      • GREAT Campaign Project Coordinator
        GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
      • Paid Search Senior Account Manager
        Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...