The Double-Edged Sword of Online Politics

The world of politics has always been about adapting to new technologies, and social media is no exception. Politicians’ online presence is now a crucial aspect of their campaigns. However, the effectiveness of this approach remains uncertain. Labour’s Andy Burnham recently recruited a social media team in Downing Street, sparking questions about the merits of his strategy.

Abby Tomlinson, head of content for Burnham, recalls her work on the “Milifandom” campaign in 2015. The movement created romanticized images of Ed Miliband on Twitter but ultimately failed to translate into electoral success. Despite this, it marked a turning point in how politicians engage with social media. Since then, every major party has invested heavily in online presence.

Conservative leader Kemi Badenoch’s viral videos and Reform UK’s Nigel Farage’s massive following are examples of successful online strategies. However, some argue that this obsession with online popularity is misguided. Burnham’s team believes that Instagram and TikTok can help him connect with voters on a more personal level. Strategists argue that his sense of humour and communication strengths make him well-suited for social media.

Comedian Cody Dahler warns against the risk of politicians coming across as insincere or using social media solely as a PR tool. “When politicians start to use social media, they can quickly go from being authentic to feeling forced,” he says. This concern is echoed by Peter Hyman, a former adviser to Tony Blair and Keir Starmer, who suggests that consistent output is key: “You have to narrate the story of what you are doing regularly.”

However, this approach raises questions about authenticity versus superficiality. Piers Morgan’s criticism of Burnham’s “cringe videos” highlights the difficulty in striking a balance. Bea Timpson, a former press secretary to Liz Truss and Rishi Sunak, cautions that being online is no longer optional: “Being non-existent or invisible online can be as damaging as overdoing it.”

The fact remains that social media has changed the way we consume news. A recent Ofcom report shows that more than half of adults in every age group say they get news from social media, with 16-24-year-olds being the most likely to rely on these platforms. While politicians scramble to build online audiences, it’s worth considering what this means for the quality of our democracy.

In a world where reputations can be made or broken by one comment or collaboration, the pressure to perform online is immense. Burnham’s team may believe that they are getting it right, but at what cost? Will the pursuit of online popularity ultimately lead to more superficial connections with voters, rather than genuine engagement?

Ultimately, politicians will need to adapt to changing technologies, but they must also use these tools responsibly. The double-edged sword of online politics demands a more nuanced approach, one that balances accessibility with authenticity and effectiveness. As we continue down this path, it’s essential to ask ourselves whether the benefits of social media in politics outweigh its drawbacks.