WASHINGTON - Eight of every 10 members of Congress are on Facebook and Twitter, but social media experts say lawmakers should be more interactive in using online communication tools to reach out to young people, one of their most elusive constituent groups.
People ages 18 to 29 -- the so-called millennials -- practically live online. Yet simply adopting the latest technology isn't enough to bring them into the political world of Congress, according to the experts and leaders of youth-based political groups. Lawmakers instead should be using social media to actively engage that 18-29 crowd instead of as another one-way communication tool to tout their latest talking points.
"Social media has gone from a publishing platform to a really interactive space," says Andrew Foxwell, manager of marketing and new media at iConstituent, a firm assisting congressional offices with constituent outreach. "You have to interact. That's the added value of social media."
Foxwell advises lawmakers to respond to millennials' comments on Facebook and to their tweets.
It can be a significant audience. Three-quarters of Americans 18 to 29 use social media, and one-third go online to connect with government officials, according to a survey by the Pew Internet and American Life Project.
In Congress, 433 members of the House and Senate, or 81 percent, use Twitter, a recent survey of members found. Eighty-three percent, or 441 members, use Facebook.
When it comes to tweeting, Republicans have an edge over Democrats in both chambers. In the House, 86 percent of Republicans tweet compared with 75 percent of Democrats. Forty-one of the 47 Republicans in the Senate tweet, as do 41 of the 51 Senate Democrats and both independents.
Youth advocacy group leaders urge lawmakers to use social media for more than dry policy statements and talking points.
"We want to know how you're feeling," says Angela Peoples of Campus Progress, who advises members of Congress to be genuine in their social media usage. "If you're frustrated with the process, share that with your social media tools."
Heather Smith, president of Rock the Vote, also pushes for authenticity. "Have a real conversation. Talk about the issues and engage them in authentic ways," she says. "Be yourself, use the technology and people will write back."
For Emily Bartone, an 18-year-old student at George Mason University in suburban Washington, personalizing the message is key to connecting.
"I want it to be something that's going to be valid to me as an 18-year-old, as a new voter," Bartone says. "They can talk and talk and talk about whatever their agenda is, but if they don't personalize it to their viewers and their audience, then they're not going to get anywhere with it."
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