As each MP stepped through the door of Rideau Hall, the news went out ? each cabinet job, broadcast one by one by none other than the Prime Minister?s Office itself.
The PMO took to social media to announce Monday?s cabinet shuffle, posting the new roles of each appointee directly online as they arrived for the ceremony.
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It was the first year the PMO took the approach, saying it wanted to reach out directly to supporters. Canadian politicians are increasingly relying on social media to do just that ? and also circumvent the filter of the mainstream media.
?More and more Canadians are getting their news from social media and so today?s shuffle was circulated on social media channels,? said Julie Vaux, a spokesperson for the PMO.
It had Twitter buzzing, as the PMO announcements, sent from Stephen Harper?s own account, spread and as journalists gathered outside Rideau Hall tweeted each arrival. The hashtag for the event, #shuffle13, was trending in Canada, meaning it was one of the most popular topics being discussed Monday morning.
The announcements also typically included the Twitter handle of the minister, an apparent effort to boost each person?s own online following. In one case, though, they referenced the wrong account, congratulating Aboriginal Affairs Minister Bernard Valcourt at an account in the name of @minbvalcourt, rather than @min_bvalcourt, his proper account. An anonymous user then created the initial account using a photo of Mr. Valcourt crudely altered to display him with horns. The PMO deleted and later reissued the tweet with Mr. Valcourt?s proper account.
For the dozens of journalists gathered at the Governor General?s residence, the social media strategy presented a balancing act ? the press gallery was not given a hard-copy list until all the appointees were announced, leaving them to keep a close eye on Twitter as they watched each car pull up.
Once the final attendee ? Mr. Harper himself ? had arrived at Monday?s ceremony, his Twitter feed, which was being run by staff, continued its social media push by sending out pre-recorded YouTube testimonials by two of the new cabinet ministers, Shelly Glover and Michelle Rempel. They?re two of four new women in a cabinet meant to give the government a fresh look leading up to the 2015 federal election.
The two are also polar opposites when it comes to their own social media ? Ms. Rempel is among the most active MPs on Twitter, while Ms. Glover?s account has never sent a message.
Ms. Rempel took to Twitter to thank her family for their support and saying glass ceilings have been broken. ?To the young women of this country ? we can make it in [Canadian politics]. Run for office,? she wrote.
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