Credible Political Communication

The role of a communications director/team for an elected office is to share information with the public on what government is doing to address problems and to build/shape the political brand of the elected official in order to advance his/her political future.

It was well known during the 2008 that John McCain didn't know how to use a computer. He even admitted it in the spring of 2008. I understand the need to use new technologies to improve one's ability to deliver messaging, yet apparently McCain is now personally down with Twitter?

An effective use of Twitter is not to relay a politician's media and diplomatic tea schedule -- BORING! An effective use of Twitter would be for the elected official to build his political brand by relaying unique incite into their thought process or entertaining anecdotes from their lives (as a former communications director for a Los Angeles City Council member I can attest that all elected politicians have plenty of harmless stories that can be shared under 140 characters that followers would find of interest).

This does not entail for an elected official to understand or "get" Twitter -- although that certainly would help. A successful Twitter strategy necessitates an elected official to engage with their staff to ensure original, unique content.

To maintain at least some credibility here the McCain camp should just call the Twitter feed "The Office of Senator John McCain."