Is Providence Firefighters' Social Media Campaign Beating Elorza?

Is Providence Firefighters' Social Media Campaign Beating Elorza?

It used be be about picketing fundraisers and rallies -- but now the fight between Providence firefighters and Providence Mayor Jorge Elorza is playing out daily over social media.

With thousands more Twitter followers than Mayor Elorza (the Providence Firefighters' union, along with union President Paul Doughty and VP Derek Silva have over 8,000 followers alone, compared to Elorza's 4,800) -- the frequency and interaction of the firefighters' Tweets is in stark contrast to the silence on the issue from Elorza on social media.

Slides: See Firefighters' Biggest Social Media Posts BELOW

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So what does that mean for the battle, as the firefighters continue to contest Elorza's platoon shift in court?

While Superior Court Judge Jeffrey Lanphear recently ordered the dispute between the firefighters and City of Providence go to grievance arbitration, social media experts say that online efforts have "little bearing" on court outcomes. 

"Social media will have little bearing on the case in this instance, as it's going to be decided in the courts, and the judge could care less about what's going on in social media," said Indiana University sociology Professor Fabio Rojas, whose work includes analyzing the impact of Twitter in political campaigns.  "However, there are going to be political implications.  'Politics 101' is image management -- social media can be used to bolster or bring down your image, depending."

Doughty, who weighs in on the battle daily with multiple Tweets -- on Thursday he either Tweeted or re-Tweeted posts about the challenge over ten times, with interaction from dozens of supporters -- said that utilizing social media is "very important" to the firefighters. 

"Social media is very important to the firefighters in this day and age on this issue," said Doughty.  "It gives us a platform where we can put out a message, get a response or at least ask questions -- things that traditional media doesn't necessarily afford us, with their filters and objectivity.  You can only put so many words in so many stories -- we might get only get so much coverage in a given week.  This is our way of keeping it out there."

Role of Social Media

Rhode Island College Professor of Communications Kay Israel indicated that changes in media consumption were in part dictating social media communications, but that its impact might not be as big as it appears online. 

"Social media has gained significance in today’s political world, but its influence is often exaggerated," said Israel.  "The concept that there is a new medium that can coalesce the public ignores the fact that the demographics indicates large differences between media choices of the potential audience.   Media choices differ due to age, education, and habit. The result is the role of picketing or rallies has diminished with the declining coverage of such organized events."

Israel acknowledged, however, that the shifts in conventional media have led to groups utilizing the social media space more.  

"Broadcasting media garner smaller audiences, print media has diminished ability to cover those events, and social media draws a younger audience and is far more likely to move from one trending topic to another in a heartbeat," said Israel.  "It means that the traditional means of getting attention are far less successful and new ways to construct messages have to be found across all media. The rise of the unusual, be it ice bucket challenges or inflated footballs, has replaced the common daily news."

Since announcing the proposed shift change back in May, Elorza has relied on traditional media -- news releases, statements issued -- to back his position, and has steered clear of using social media on the issue. 

"The mayor could say, that's part of life being a big city mayor, dealing with the unions, and if they trash talk me fine, that's part of the job description," said Indiana's Rojas. "It could be the case that he sees this a seminal point his political career -- and one of his goals is to try and fix the city's finances, regardless of what he's facing in social media."

Old vs. New Tactics

Israel offered his views on Elorza's position (who did not respond to request on firefighters' use of social media).  

"Elected officials’ ability to communicate via social media is “hamstrung” by their need to appeal to what they perceive to be their identifiable constituency and probable supporters.  Those backing Elorza are less likely to require information supporting his positions.  Those that are undecided or opposed to his actions are less likely to follow his tweets or “friend” him," said Israel.  

"In a city like Providence Elorza needs to do what Buddy Cianci did," continued Israel. "He should be utilizing community groups and speaking directly to the residents of the city face to face. While social media has some impact, word of mouth and reaching people where they are have been extremely effective in local politics."

Doughty said that regardless of the outcome, the firefighters would not soon forget the process. 

"It's more what he's done and how he's done it. The process is often as important as what you're trying to achieve.  It was disrespectful to drop a bomb on us," said Doughty, of only learning of the proposed platoon reduction when Elorza publicly announced it. "[Elorza] not talking to me about it prior, the process is just as important as the outcome.