Using social media during election season: Make it accessible, relatable, and actionable
Credit: Kateleigh Drumm, America Amplified
Written by Obi Okezie, America Amplified’s Social Media Strategist
Social media has transformed the way we connect, communicate, and engage with one another. It has become a crucial tool for reaching out to communities, particularly younger audiences who are often more active online than in traditional public forums. The challenge now, especially for traditional broadcasters, is how to use this digital platform not just for communication but as a means to educate and empower voters. It’s not just about getting people to register to vote; it's about creating an informed and engaged voter base. For public media stations, which have long been champions of community engagement and public service, social media presents a unique opportunity to expand their reach and impact.
Imagine scrolling through your social media feed. In between photos of friends and updates from favorite brands, you see a post that doesn’t just tell you to vote but breaks down the issues at stake in a way that resonates with your daily life. Maybe it's a short video that simplifies a complex policy or an infographic that highlights what a local election could mean for your community. This is what voter education on social media can look like: accessible, relatable, and actionable.
Tip #1: Understand Your Audience
The key to effective community engagement on social media lies in understanding your audience. Public radio stations already have a strong foundation in this area—they know their listeners and understand the nuances of the communities they serve. This knowledge should guide their social media strategy. It’s not enough to post reminders to vote; stations must engage their audience in ongoing conversations about why voting matters. This can simply be done by answering questions in the comment section. They need to create a space where questions are welcomed and diverse perspectives are shared.
Tip #2: Tell Stories
One of the most powerful aspects of social media is its potential for storytelling. Stories have the power to connect with people on an emotional level, making abstract issues feel personal. A well-crafted post that shares a local resident's journey to understanding the importance of voting in school board elections, for example, can inspire others to think more deeply about their role in the democratic process. Public radio stations can tap into their storytelling expertise, using social media to highlight voices from the community and bring to life the real-world implications of political decisions.
Tip #3: Provide Clear Non-Partisan Info
Implementing voter education through social media is about building trust and a sense of community. It's about saying, "We are here, not just to inform you, but to walk alongside you as you navigate these decisions." This means providing clear, accurate, and non-partisan information. It also means acknowledging the barriers that many people face when it comes to voting—whether they be related to access, understanding the process, or feeling like their vote doesn't matter—and addressing those barriers directly.
For instance, a public radio station might use its social media platforms to host live Q&A sessions with local election officials, creating a direct line of communication between voters and those in charge of administering elections. These sessions can demystify the voting process and provide real-time answers to pressing questions. Additionally, social media can be used to create and share educational content tailored to different stages of the voter journey, from first-time voter guides to detailed breakdowns of what's on the ballot.
Tip #4: Create a Dialogue The goal is to create a dialogue rather than a monologue. Social media allows for back-and-forth communication, giving people a platform to voice their concerns and engage in discussions about the issues that matter to them. This interactive aspect is crucial for voter education, as it allows stations to respond to misinformation, clarify misconceptions, and provide support and encouragement.
Don't overthink it! The posts that often perform the best are those that are more abstract or spontaneous. Consider what you'd enjoy seeing on your feed, and let that guide you!
By leveraging social media for community engagement, public radio stations can play a pivotal role in nurturing a more informed electorate. They can help turn voting from a once-a-year obligation into an ongoing conversation about how we, as a society, can shape our future together.
Obi Okezieis a cinematographer and marketing professional originally from Dallas, TX, now based in Los Angeles, CA. He holds a BA in Visual Arts and Design with a minor in Strategic Communication from the University of North Texas. With over a decade of experience, he specializes in managing and curating social media accounts, leading 360-degree marketing campaigns, and crafting impactful copy that drives engagement and results.