In the last four years, the Biden-Harris administration has emerged as a leader in utilizing social media for direct communication with the public. Unlike Barack Obama, who initiated the use of social media in politics, the current administration has adopted a more comprehensive and integrated approach. As the election approaches, the future of this digital strategy is uncertain, leaving the White House at a pivotal moment regarding its online presence and communication methods.
The administration’s digital strategy team is grappling with the complexities of the impending election, particularly as Vice President Kamala Harris balances her dual roles as both a campaign figure and a vice presidential representative. This situation complicates efforts to maintain a consistent message, as conflicting priorities may lead to a fragmented communication strategy.
Christian Tom, the director of the White House’s office of digital strategy, expressed hope that Harris and her team will continue their digital outreach efforts. He remarked that it would be unexpected for them to halt their production of digital content. This perspective is echoed by former President Donald Trump, who actively engages his followers through social media, albeit in a more direct and often polarizing manner.
Biden-Harris Administration Faces Uncertainty in Digital Strategy as Election Approaches
Regardless of the election outcome, the White House will need to sustain a strong presence on social media to engage its audience effectively. With millions of followers across multiple platforms, the administration faces the ongoing challenge of consistently capturing attention and meeting the high expectations of its audience. Currently, the administration has a significant following on X (formerly Twitter), Facebook, Instagram, YouTube, Snapchat, and Threads, though it notably lacks a presence on TikTok due to federal regulations.
Recently, the administration has expanded its social media efforts by launching a LinkedIn page to share job-related initiatives and reactivating a dormant Reddit account to provide disaster response updates. These actions reflect a commitment to engaging with the public on various platforms, emphasizing the importance of reaching Americans in diverse online spaces.
The White House has also begun collaborating with content creators, recognizing their growing influence in the digital realm. Hosting events like the Creator Economy conference highlights the administration’s commitment to adapting to new forms of communication. As the future unfolds, the success of these strategies will largely depend on the outcome of the upcoming election and the willingness of subsequent administrations to continue this innovative approach to digital engagement.
