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OUR PERSPECTIVES

Harnessing Social Media for Effective Digital Policy Advocacy



According to Pew Research Center, over half of Americans (54%) get at least some of their news from social media. In 2025, this is no surprising fact, as it has become evident that podcasters, social media influencers, etc. have developed an outsized impact on dispersing and analyzing political news, as well as mobilizing their audience. With this increased influence on the hearts, minds, and actions of internet users, the digital realm has become a prime place to shape the policy ecosystem. Hot-button issues easily get amplified into the mainstream through social media. Combined with addictive media algorithms, new issues are introduced into our collective psyche, helping to shape the policy arena. Gaining or maintaining a stake in policy therefore requires tapping into digital policy advocacy. Here are 4 strategies to effectively do so:


(1) Develop a Multi-Platform Strategy

Different social media platforms cater to different audiences, demographics, and content styles. A successful digital advocacy campaign should note first, which audience is most relevant to its policy goals and then tailor their approach to a given platform accordingly. For example, Twitter (X) and Bluesky are ideal for real-time policy discussions and are primarily used by adults under 35. LinkedIn is great for building coalitions with other businesses and organizations, as it encourages professional engagement. Finally, Instagram and TikTok are great for quick, visual storytelling, and are critical for reaching younger demographics. Depending on the impacted audience or the stakeholders you are aiming to mobilize, we recommend clients design and distribute their content to align with each platform’s unique strengths. By diversifying content and optimizing it for each channel, campaigns achieve broader reach and engagement.


(2) Create Shareable and Actionable Content

The name of the game for digital advocacy is getting eyes on your content. To do so, you have to create content that actually engages your audience and even better, inspires them to mobilize around your policy issues. Creating content that encourages sharing and action can exponentially increase your campaign’s reach. Calls to action (CTAs) such as petitions, event sign-ups, and email campaigns can transform passive audiences into active participants. We recommend that clients craft compelling social media content that, depending on the platform, garners shares that push the policy issue out into the algorithm and, thus onto more users’ screens.


(3) Incorporate Storytelling for Emotional Connection

Facts and figures are important, but incorporating personal stories is crucial for keeping people engaged, building a following, and solidifying your brand in the digital space. Sharing testimonials, real-world experiences, or taking users through your journey to influence policy helps your audience better understand behind-the-scenes processes, makes policy issues more relatable, and motivates audiences to take action. Clients should aim to unearth and showcase the human impact behind their advocacy efforts to ensure that policy messaging is personally resonant, thus strengthening its persuasive power.


(4) Build a Strong Network of Digital Advocates

Advocacy is most effective when it extends beyond a single organization. Cultivating a network of digital advocates—including partners, influencers, industry leaders, and engaged followers—can significantly amplify your message. Clients looking to harness digital avenues to strengthen their advocacy work should seek to develop both coalitions of like-minded organizations, but also collaborate with experts and relevant content creators who can broaden the digital reach. By fostering collaboration and engagement, we create advocacy campaigns that are not just seen, but actively supported and shared.


Policy advocacy is no longer confined to traditional media and in-person relationship building on Capitol Hill. Digital media has become a primary vehicle for shaping the opinions of the millions of social media users, and therefore it is a crucial tool for influencing policy. Utilizing it strategically can amplify your voice and expand your influence.


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