Credibility is a fragile thing. When somebody makes the assertion that “there are far more people in Scotland who aren’t on social media than are” they really should ensure they’ve got their facts right. Particularly if they are claiming to represent a group of ‘professionals’. And especially is they are asking Yes supporters to dip into their pockets yet again.
The most recent statistics discovered by a quick search are a few years old and for the UK as a whole. They indicate that the share of monthly active social network users was 58.38% of the population in 2015. It seems safe to assume that level of social media usage in Scotland was not massively lower than in the whole UK; and that social media has not declined in the past four years. So the assertion that “far more” people aren’t using social media than are is starting to look a bit dubious.
Bear in mind that I found this information after the most cursory of searches. Surely anyone making such a bold claim about a statistical fact would be expected to put somewhat greater effort into ensuring veracity and accuracy.
This is not a criticism of the idea itself, of course. Although, knowing the author of the article in the Sunday National as I do, my expectation must be that it will be portrayed as such. In fact, I think a multi-media informational campaign is an excellent idea – if it is properly executed. That is a crucial caveat.
People have certain expectations of what a ‘proper’ media presentation looks and sounds like. Fail to meet those expectations and your presentation is likely to be dismissed as an amateurish effort or, even worse, be turned against your campaign using mockery. I have had people argue that media presentations produced by or on behalf of the Yes movement should look a bit rough and ready so as to differentiate them from the ‘big boys’. While this may have been to some extent true in the early days of the 2014 campaign, it most assuredly is not so now. Even during that campaign there were those who recognised the importance of a professional approach.
If they are to have any hope of being effective, media presentations must match audience expectations in terms of production values. The Yes movement has come a long way in this regard. One need only look at the work being done by the likes of Broadcasting Scotland and Phantom Power to see how much progress has been made. The bar has been raised. Anybody entering this market must be able to clear that bar. If they are asking for cash, they better be able to demonstrate that they are at least making an effort to clear that bar.
The early indications for ‘It’s Time Scotland’ have not been great. In private communication with a representative of this group I offered what I considered to be constructive criticism and helpful suggestions. The manner in which these were rejected left me with the distinct impression that honing and perfecting the media presentation was not a priority. I’ll put it no more strongly than that.
The Yes movement is phenomenally generous. But there has to be a limit. It is important that resources go where they will be most effectively used. A great idea and boundless enthusiasm simply aren’t enough without an uncompromising commitment to quality. It’s what people expect.
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