Politicians' online tightrope: Too much or too little social media use carries risks

Politicians are navigating the complex landscape of social media, where a strong online presence can boost a leader's image, but missteps can be damaging. The "Milifandom" movement in 2015, which romanticized then-Labour leader Ed Miliband on Twitter, ultimately failed to prevent his election loss, leading one participant to become a "political pessimist" about online influence.

More than a decade later, social media is a central tool for political communication. Andy Burnham, now in government, uses Instagram extensively, posting over 50 times in his first month as PM, including meme-based content and interactions with world leaders. Strategists believe platforms like Instagram and TikTok align with Burnham's communication style and humor.

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Britain and Twitter are not the same thing.

Other political figures are also leveraging social media. Conservative leader Kemi Badenoch has seen videos criticizing the budget go viral. Nigel Farage of Reform UK boasts the largest online following among UK leaders. In Scotland, the SNP has mobilized an online army for independence campaigns, while the Liberal Democrats' Ed Davey has had success with viral campaign stunts. Plaid Cymru in Wales experiments with memes and interview excerpts, and the Greens' Zack Polanski has faced risks from managing his own accounts.

The challenge for politicians lies in finding the right balance. A strong online presence can make them accessible, but one wrong comment or collaboration can harm their reputation. The article highlights the ongoing struggle to determine how much social media engagement is truly enough in today's political arena.

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doesn't happen in a day, a week or even months, it's going to take years