If I Were Running a Political Campaign’s Social Media Strategy
Thoughts on presence, purpose, and why the best digital strategy is the one that actually feels human.
Lately, I’ve been thinking a lot about how politicians show up online—especially during an election year. Where I live, we’re in the middle of a heated local primary. One candidate has signs and flyers everywhere. Another has targeted Facebook ads in my feed. Whether I align with either of them or not, one thing is clear: when you’re running for office, you can’t hide. And yet, some campaigns still seem to be trying.
Social media isn’t just a box to check or a place to repost press releases. It’s a direct line to the people you’re hoping to represent. It’s where undecided voters look to get a sense of your values, your energy, and your why. And still—too often—what we see are disconnected photos, AI-generated captions, or a quick “here’s what I did today” with little context or clarity.
It doesn’t have to be this way.
If I were running a campaign’s digital strategy, the first thing I’d do is get clear on one thing: this is not about going viral. This is about being visible, intentionally.
Because the truth is, social media should be part of a larger, thoughtful approach—not just a highlight reel. It should support what’s happening on the ground, at the doors, and in the mailboxes. It should echo your stump speech, reinforce your priorities, and build trust long before someone sees your name on a ballot.
Here’s what I’d focus on:
1. Strategy First. Always.
Too many campaigns start posting before they define what they’re trying to say—or who they’re trying to say it to. Start with your message. Map it to your platforms. What do you want to be known for? What matters to your community? From there, build content buckets: short-form video, policy explainers, “day in the life,” Q&A responses, behind-the-scenes. Your content shouldn’t just exist—it should have a purpose.
2. Keep Your Voice in the Room.
Hiring a team is smart. Delegating is necessary. But your voice should never get lost in the process. The most compelling political accounts are the ones that still feel personal—where you can tell that the person behind the platform actually believes what they’re saying. It doesn’t need to be perfectly polished. It just needs to be real.
3. Consistency Over Volume.
You don’t need to post every day. But you do need a rhythm. A voter should be able to scroll your page and understand your values without playing detective. Stick to a handful of branded templates or formats. Share messages in multiple ways. Repetition isn't boring when the message matters—it’s reassuring.
4. Show the “Why.”
Talk to the camera. Tell us why you're running. Share what got you into this work in the first place. Use video not just for updates, but for storytelling. Most voters won’t read the full policy PDF. But they will watch a one-minute video where you speak with intention and clarity.
5. Build for the Ecosystem.
A lawn sign is one touchpoint. A mailer is another. A boosted ad might get you in front of someone once. But your Instagram, Facebook, TikTok, or LinkedIn? That’s where people can follow along. That’s where you deepen the conversation. A good social media strategy doesn’t exist in a vacuum. It supports the rest of your campaign—and builds community along the way.
Recently, I came across Senator Chris Murphy’s Instagram, and it struck me how consistent it felt. Nothing showy. Nothing performative. Just his message, delivered in a variety of ways. You could scroll his feed and understand his priorities within minutes. That kind of clarity isn’t accidental. It’s strategic.
And that’s the point: showing up online doesn’t have to be flashy, but it should be thoughtful. Because like it or not, voters are paying attention. And in a space where narratives can be shaped in seconds, intention matters more than ever.