From Broadcast to Back-and-Forth: What True Engagement Looks Like on Social Media

For years, many elected officials have treated social media like a digital press release board: post the message, check the box, move on. The mindset is broadcast-only — getting information out, not inviting anything back in.

But here’s the truth: constituents can tell the difference. They know when a post is just polished branding, and when it’s an opening for real dialogue. And in an era of declining trust, the latter matters more than ever.

Beyond the megaphone

Branding has its place — voters need to know what you stand for. But when social channels become nothing more than glossy graphics and pre-cleared talking points, leaders miss the bigger opportunity: listening.

True engagement means using social as a two-way street. It’s not about chasing viral moments; it’s about building credibility by showing up consistently and inviting your community to shape the conversation.

Some of the most impactful moments on social media aren't splashy at all. They’re low-key posts that spark authentic responses:

• A behind-the-scenes post builds connection. When former Senator Cory Booker shared short, casual videos of his morning runs or book recommendations, the replies often had little to do with politics. Constituents responded with their own routines, favorite reads, or encouragement. That small exchange built a sense of shared humanity, far beyond talking points.

• A thoughtful reply defuses frustration. Congresswoman Alexandria Ocasio-Cortez once took the time to respond directly to a critical question about a local infrastructure project. Instead of ignoring it, she broke down the policy steps, linked resources, and acknowledged the constituent’s frustration. The thread didn’t go viral — but it converted a skeptic into a supporter, right in public view.

• An open-ended question sparks input. During the COVID-19 pandemic, Utah Governor Spencer Cox used social posts to ask constituents how school closures and reopening plans were affecting them. Parents and teachers flooded the comments with real stories. That input not only shaped communications but influenced adjustments in state messaging — and people noticed that their voices mattered.

These moments rarely rack up the biggest numbers, but they create something more important: a sense of accessibility and accountability.

For local officials, this is even more important

The examples above center officials on the national stage, but at the local level, back-and-forth between leaders and constituents is even more important. The good news is -- with smaller communities of followers, facilitating dialogue through social media is also more navigable.

Making Engagement Sustainable

Of course, regardless of community size, meaningful back-and-forth doesn’t just “happen.” It requires a structure that makes posting consistent, feedback visible, and responses manageable. That’s where the right tools matter:

• Streamlined approvals keep posts moving without long delays.

• Collaboration features make it easy for staff to suggest, draft, and refine in one place.

• Accessibility checks ensure every message reaches the widest audience.

• Analytics and feedback loops help leaders understand what resonates and where conversations are forming.

By lowering the friction, teams free up space to engage — not just broadcast.

At Public Square Analytics, our custom solutions facilitate exactly these goals.

The Leadership Shift

True engagement is less about technology than mindset. Leaders who embrace back-and-forth communication signal something powerful: I’m here to listen, not just to speak.

When constituents feel heard, even in small ways, the payoff goes beyond likes or shares. It strengthens trust, improves policy conversations, and fosters a sense of shared ownership in the work of governing.

Because in the end, social media isn’t just a stage. It’s a public square.