It’s a tale as old as social media.
A person writes something stupid on social media – maybe they are trying to be funny, maybe they were just a kid when they wrote it, maybe they wrote it after having one too many drinks.
It’s saved online for years, or even decades at this point.
And one day, that person decides to run for office.
Their opponents scramble to find every social media post they’ve ever made, present them in the worst context imaginable, and try to shame the candidate into resigning or apologizing.
It’s always a painful day on the campaign trail if this happens to one of your candidates – or worse, if it happens to you personally.
Here are a few thoughts on what candidates should do if and when this happens to them, plus some tips on how to prevent this from ever happening.
Tip #1 – Consider the scale
Sometimes, the scale of these things is so small that it doesn’t really matter.
If your opponents find a picture of you drinking when you were in university and want to use it to attack you – who cares? This is small and petty.
If it’s a political opinion that you no longer hold, or conflicts with the party you’re running with? Maybe take a moment to explain how your views have evolved and how it’s healthy to change our minds over time.
But if you’ve said something really inflammatory – something that’s going to really embarrass you, and your party – it’s time to take a walk and have a good hard conversation with yourself, your family, and your campaign team about whether or not this is something you can come back from.
The scale is very important.
Tip #2 – Be honest
If you post something online, there’s going to be evidence. “I got hacked” or “an unauthorized campaign staffer posted this” are not excuses that are going to fly with anyone.
If you’ve made a mistake, own up to it and figure out how to move past it.
Tip #3 – Be a team player
If you’re running for a provincial or federal party, it’s not just about you.
You’ve got hundreds of people – candidates, campaign staff, volunteers, and more – counting on you.
If you’ve been caught making a big mistake, own up to it, and work with your team to find a path forward. Most of the time, your team will be sympathetic and want to help you move past it.
But if you’ve done something that is truly embarrassing and damaging to your party – it’s time to consider stepping aside for the greater good. Work with your team to manage this and evaluate your options.
Tip #4 – Time heals (almost) all wounds
If you’ve made a mistake and ended up in the news for all the wrong reasons, you may have to step back from your decision to run for office.
That being said, people are usually willing to forgive. Instead of running office, find other ways to be involved in public life. Volunteer for a charity. Support local campaigns and causes. Rebuild your public image. There may be another opportunity down the road.
Tip #5 – Do not get in this situation in the first place!
If you ever think you might run for public office, or even be involved at a high level for an advocacy group or campaign, the time to start acting like a responsible social media user is now.
Audit your own social media accounts. Delete anything you’ve said in the past that might be offensive or questionable. This doesn’t mean it’s gone – but at the very least, it makes it harder to find.
Moving forward, post responsibility. Imagine your posts might one day be on the front page of the Toronto Star. Are you happy for friends, family, or voters to know about what you’ve said? Or are you embarrassed? Always keep this in mind.
If you’re angry or emotional when you’re posting – save the draft, take a pause, and come back to it before hitting that ‘Post’ button. Have a friend take a look.
Do not use social media late at night or when you’re intoxicated, even in the slightest. Do not get in meaningless fights with people online. Do not say anything you wouldn’t say in a public forum.
We all owe it to ourselves and to each other to act responsibly on social media. Your posts can legitimately be a reason why you lose a campaign one day – or a job, or even friends and family.
When you enter public life, your life becomes public. If you have said or done things in the past that you don’t want to become matters of public discussion – unfortunately, you may want to think sincerely about whether public life is for you. Have that hard conversation with your family, and with your campaign team, before you put your name on a ballot. Nobody in your inner circle should be learning about these things on the front page of the local newspaper.