Social Media 101

Social Media 101: Three Strategies That Actually Work

While we all know the power of social media, many campaigns struggle to use it effectively. These three strategies work all the way from local to national campaigns, and will help you level up your social media game.

1. Embrace Authenticity (For Real)

We've all seen social media videos that look like a candidate was forced into a trend or format they don't understand. No matter how great the idea is, voters can tell if it doesn't fit your candidate.

Figure out where your candidate shines and go from there. Are they naturally funny? Great at explaining complex policy? A compelling storyteller about their personal journey? Lean into those strengths rather than forcing them into viral formats that feel awkward or performative.

Social media content ideas that are inauthentic for the candidate may be a perfect opportunity to highlight volunteers or staffers instead. Check out Deb Haaland’s campaign and their approach to utilizing trends with volunteers or staffers. If your candidate isn't comfortable with TikTok dances but your young volunteers are excited about it, let them take the lead while your candidate focuses on formats where they excel — perhaps thoughtful policy explanations or intimate town hall conversations.

Remember: Voters connect with genuine passion and conviction, not polished perfection. A candidate speaking authentically about an issue they care deeply about will always outperform scripted content that hits all the "right" talking points but lacks soul.

2. Tailor Content to Platforms

Every social media platform has distinct user demographics, content trends, and algorithms. That means the exact same content won't have the same impact across the board (though the campaign's brand and style should be consistent).

Facebook remains one of the largest platforms with the broadest demographic reach, making it essential for most campaigns. It's particularly effective for community building and reaching older voters who may not be active on other platforms.

Twitter (yes, that’s what we still call it) is a great platform to ensure your message reaches reporters. This platform can be useful for rapid response and media engagement, but as with any platform, don't mistake Twitter buzz for real voter sentiment in your district.

Instagram and TikTok excel at visual storytelling and reaching younger demographics. These platforms reward creativity, authenticity, and behind-the-scenes content that humanizes your candidate.

There are a lot of platforms, and it feels like a new one emerges everyday. This can be overwhelming, so start with a goal: who do you need to reach and why? Then figure out where they live online and prioritize those platforms.

3. Convert Online Engagement to Real Life Action

Don't lose sight of your ultimate goal. It isn't likes, follows, or shares — it's action in real life from votes and donations to volunteers and hosts.

Social media should primarily serve to develop your personal brand as a leader and public servant. While you can fundraise through these platforms, the real value lies in building long-term credibility and trust with voters that translates into electoral success.

Specific calls to action tailored for the audience and their engagement level will help you build real-world support. It’s important to also leverage your platform and provide ways for people to get involved with your campaign.

Here are some examples of effective calls to action:

• “Join me at our town hall next Thursday to discuss healthcare — link in bio”

• “Our campaign is driven by everyday people who want to build a better tomorrow — can you chip in $5 to support our movement?”

• “Our volunteers made 500 calls last week — sign up to help us reach our goal!”

• “Share your story – how will this policy affect your family?”

• “Join us! RSVP for our volunteer training session this Saturday.”

The Bottom Line

Social media is about relationships that translate into action. 

The candidates who succeed don't just master the technical aspects of posting and engagement — they understand how to use these tools to build genuine connections with their community and advance their political goals.

Be strategic with what platforms you utilize. Choose platforms where you can maintain consistent, quality engagement rather than spreading yourself thin across every available option.

Consistency, authenticity, and strategic thinking will serve you better than any individual viral moment. Your social media presence should reflect who you are as a leader while demonstrating your ability to listen, communicate clearly, and bring people together around shared values.