Leveraging Social Media to Bridge the Media Coverage Gap in Local and State Politics

Social media has come to replace traditional newspapers as a source for news among Americans. For elected officials, particularly those operating in state and local politics, social media offers a unique opportunity to reach and engage with constituents. At Public Square Analytics, one of our primary goals is to help these officials harness the power of social media to amplify their message, engage their communities, and drive meaningful conversations around the issues that matter most.

The Challenge of News Deserts

One of the most pressing challenges facing state and local politicians is the phenomenon of "news deserts." News deserts are areas where local news coverage is scant or nonexistent, often due to the decline of local newspapers and other forms of regional media. These deserts create a vacuum of information, making it difficult for citizens to stay informed about the decisions and actions of their elected officials.

In many parts of the country, local and state politics occur in these news deserts. Hundreds of U.S. counties are not covered by a print newspaper, and half of the counties in the U.S. include just one, often printed just once a week. With fewer journalists on the ground, there is less scrutiny of government activities, less coverage of political debates, and fewer platforms for officials to communicate with the public.

The Accessibility and Reach of Social Media

One of the key advantages of social media is its accessibility. Unlike content found in the official records of legislative bodies, or even on government or campaign websites, social media posts are designed to be easily consumed and shared. A well-crafted tweet or Facebook post can reach thousands, if not millions, of people in a matter of minutes. See this story about a Cincinnati Councilwoman who went viral on Twitter for bringing a folding chair to her swearing in ceremony. This immediate and widespread reach makes social media an invaluable tool for elected officials looking to communicate their message to a broader audience.

For elected officials this is particularly important. Officials’ accomplishments, and the work that makes a difference in constituents’ lives, is typically, and necessarily, embedded in complex legalese and formal language in e.g, ordinances, regulations, and meeting minutes. Social media offers an effective medium for elected officials to communicate effectively with broad audiences about complex and technical topics. Constituents are more likely to engage with and share content that is easy to access and understand.

Moreover, social media allows for real-time communication. Elected officials can respond to questions, address concerns, and provide updates on ongoing issues as they happen. This immediacy helps build trust and transparency between officials and their constituents, fostering a more open and responsive government.

Bridging the Gap with Public Square Analytics

At Public Square Analytics, we specialize in helping elected officials navigate the complexities of social media. We understand that while the benefits of social media are clear, the challenges of managing an effective social media presence can be daunting. Crafting the right message, targeting the right audience, and measuring the impact of social media efforts require a nuanced understanding of both the political landscape and the digital ecosystem.

Our approach is grounded in data-driven strategies that are tailored to the unique needs of each client. We offer comprehensive services that include social media audits, content creation, and performance analysis. By analyzing past engagement data, we can identify what types of content resonate most with an official’s audience and make recommendations for optimizing future posts.

For example, our VoxiFly platform is designed to make social media management easier for elected officials and their teams. VoxiFly provides draft posts based on the official’s previous successful content, which can be customized and published with just a click. This not only saves time but also ensures that the content is aligned with the official’s messaging strategy and is more likely to engage their audience.