Recently, I had the opportunity to meet with and present to U.S. House members about new media.

My impression going in was that social media is like olives, pickles, or black jelly beans in the eyes of members — they either love it or hate it, with little in between.

At least one-third of the members in attendance were brand new to Congress. Among them, “social media is critical to breaking through and building a serious supporter base,” and “social media is creepy, even dangerous,” represented the range of views about the social web.

Given this divide, I made it clear that I wasn’t there to make them like social media, direct media, emerging media, or any of the other terms that describe the shift over the last decade in how information flows and stories become stories — how people organize or collectively donate millions to candidates.

What I did intend to do is prepare them for the vastness of this media shift, hopefully help them approach it as an opportunity, and clarify a few misconceptions. To weave this together, I examined 10 congressional social media myths, which could be applied to most other institutions as well.

Myth #10. Social media is for young people.

The statistics speak for themselves.

Myth #9. Social media is another place to distribute press releases.

Myth #8. Social media means Facebook & Twitter.

Social media encompasses all content creation and sharing online, not just social networking platforms like Facebook and Twitter. Social media, as I define it, simply means people having conversations. The Internet facilitates conversations across time and space — and to more people — faster than ever before possible.

GOP House leadership gets this, and has taken praise-worthy steps by launching their own platforms that tie citizen participation to real legislative action.

 

Myth #7. Social media only gets you in trouble.

Two words: Cory Booker.

Myth #6. Social media is easy.

It’s easy if you think launching a Facebook page or joining Twitter cuts it. But like anything else, you get out what you put in, and it’s going to take resources — staff, time, and even money — to earn the respect and admiration of constituents.

Myth #5. Social media is hard.

Members of Congress incorporated telephones into their offices at one point, then televisions, then fax machines, then Blackberrys. No matter how old a legislator, or how tech-deficient, the tools are made for you.

Myth #4. Social media can’t be measured.

There are a series of tools to measure social media impact, such as Radian6, ScoutLabs, SocialMention, ThinkUp, Trendrr, MAP and many more. But before you get too hung up on specific numbers, consider the standard of success for other forms of outreach. How does one measure the impact of a townhall meeting or a quote in the Washington Post? You look at statistics like event attendance and a combination of circulation and website traffic. For both social media and traditional outreach, the metrics are inexact, yet instructive benchmarks from which to improve.  One defining feature of social analytics that you can’t measure offline is reach — the impact of friends reaching networks and those networks reaching friends.

Myth #3. Social media is inferior to traditional media.

It’s different, less controlled, and organic. But if you want to go where the people are, you have to engage online.

Myth #2. Social media replaces traditional engagement.

As we’ve seen with the Obama movement and Tea Party events, the social web facilitates increased participation and attendance at events. A recently-released study from the Pew Internet and American Life Project shows how those who join groups or networks online are more likely to show up offline.

Myth #1. Social media is optional.

Ask yourself this question: what is the cost of ignoring? These candidates have more in common than good hair. They at least partially owe their elected office to the forces of social media. Senators Scott Brown (R-MA), Marco Rubio (R-FL) and Representative Sean Duffy (WI-7) mounted incredible come-from-way-behind victories by listening to and participating in the conversations on the social web, particularly in the early, critical stages of their campaigns. And it’s easy to forget that Governor Rick Perry, who started his gubernatorial primary down by more than 30 points, embraced new media in a big way, frequently tweeting himself and running an online-dominated primary campaign. If you want people to know you’re in touch, show it. Otherwise, don’t be surprised when a candidate who is willing to take the time to engage laps you in the pool.

Another important insight I took away from speaking to U.S. House members: they are fortunate to have a handful of extremely talented staff who can guide them in their day-to-day communications and outreach. Hats off to them, and here’s to an effective, more in touch 112th Congress!