Below is a guest piece by Scott Parker, CEO of digital agency Social Factor. The opinions expressed are those of the author.
The political polarization in the U.S. is well-documented. According to the Pew Research Center, an increasing number of Republicans and Democrats perceive individuals from the opposing party as “more closed-minded, dishonest, immoral, and unintelligent than other Americans.” In 2020, this divide was prominently displayed on social media, where political echo chambers contributed to significant ideological segregation in news consumption during the election.
As the 2024 U.S. presidential rematch approaches, brands must exercise heightened vigilance across all facets of their social media presence. Navigating the pre-election turbulence requires a strategic focus on four critical areas essential for managing the impending social media challenges: strategy, technology, engagement, and intelligence. The following provides specific guidelines to assist brands in safely navigating the complexities of the 2024 election season.
**Strategy**
For brands, strategy serves as the foundational starting point. Without a well-defined strategy, social media crises may erupt unexpectedly.
**Start Early**
Begin planning for your brand’s approach now, rather than waiting until the peak of the election cycle. Convene stakeholders to develop clear, comprehensive guidelines and operational protocols.
**Identify Risks and Opportunities**
Review your brand’s social media performance during the 2020 election to discern successful strategies and areas for improvement. Research current trends to anticipate challenges and opportunities associated with the upcoming election cycle.
**Review Crisis Communication Plans**
Prepare for contingencies by ensuring your crisis communication plan is up-to-date and robust. Be ready to swiftly address negative feedback, misinformation, and other potential issues. Update contact lists to ensure prompt internal communication during escalations.
**Update Channel Guidelines**
Recognize that significant changes have occurred in social media platforms over the past four years (e.g., Twitter becoming X, Facebook rebranding to Meta, TikTok’s continued growth amidst regulatory discussions). Tailor content to suit each platform’s unique audience and susceptibility to misinformation and negativity.
These proactive measures will equip brands with the foresight and readiness necessary to navigate the complexities of the 2024 election cycle on social media effectively.