In today’s digital world, social media has become a primary source of news for a growing share of the public. A 2024 Pew Research Center survey found that just over half of U.S. adults (54%) say they at least sometimes get news from social media. Among adults under 30, that number rises sharply: 86% say they regularly consume news through digital devices such as smartphones, computers, or tablets. Globally, similar patterns emerge—in regions like Latin America, Europe, and sub-Saharan Africa, a majority of internet users rely on social platforms for news and civic information.
This shift in how people access information places new demands on election authorities. To help EMBs meet this critical responsibility—communicating clearly, combating misinformation, and engaging voters where they are—Smartmatic has launched Social Media Strategy for Election Officials. This free, practical handbook is designed for EMBs navigating today’s volatile information landscape. Whether you lead a national electoral commission or advise a local registrar, the guide provides actionable strategies to help your team build credibility, respond to challenges, and earn the public’s trust online.
A Playbook for the Modern EMB
The handbook covers all stages of the election cycle—before, during, and after voting—and includes platform-specific guidance for LinkedIn, Facebook, and X (formerly Twitter). It also previews best practices for emerging platforms like TikTok, which is increasingly influential among younger voters.
On LinkedIn, EMBs can showcase institutional expertise, recruit electoral staff, and participate in professional networks to elevate the credibility of their operations.
On Facebook, they can engage directly with communities, answer frequently asked questions, stream live events, and build trusted relationships—especially in countries where Facebook pages often see more traffic than official websites.
On X, they can deliver real-time updates, respond swiftly to disinformation, and coordinate with journalists, civil society, and peer institutions using hashtags and concise messaging.
Beyond Platforms: Strategy, Trust, and Transparency
The guide doesn’t stop at “what to post.” It walks EMBs through building a strategic content calendar, handling criticism and online abuse, and tracking performance metrics to improve outreach over time. It also offers international case studies—from Latin America to Europe to sub-Saharan Africa—highlighting how EMBs have successfully used social media to drive civic engagement, clarify procedures, and build public trust.
Critically, the handbook provides crisis communication protocols to help EMBs respond rapidly to misinformation outbreaks or operational disruptions, ensuring clarity and calm when it matters most.
A Call to Action
As social media companies continue to scale back moderation and oversight, EMBs are increasingly alone on the digital front lines. Voters—especially younger and first-time voters—are looking online for guidance, clarity, and reassurance. EMBs must be ready not just to participate in these spaces, but to lead.
Download Social Media Strategy for Election Officials today and empower your team to become a trusted voice in the digital age.
