In today’s digital environment, a strong social media presence is no longer optional for election management bodies (EMBs)—it’s essential. Social platforms are now critical tools for reaching and engaging citizens, encouraging participation, countering misinformation, and building public trust.
To help EMBs navigate this complex digital landscape, we’ve curated a set of tools to streamline communication and manage multiple social media platforms more effectively. These recommendations are grounded in research and best practices from leading platforms and institutions, offering practical guidance to strengthen outreach and ensure EMBs’ messages resonate and endure.
1. Make Social Listening Your Strategic Secret Weapon
Social listening has emerged as a game-changer, with 62% of marketers using it to track sentiment, spot misinformation, and refine strategy (Hootsuite, 2025).
For EMBs: Listening tools such as Brandwatch and Sprout Social’s Listening Suite can help monitor public concerns in real time, detect voter misinformation, and identify logistical issues early. It’s also a powerful way to route voter feedback to appropriate teams for swift resolution.
2. Experiment With Tone (Without Losing Trust)
2025 marks a clear shift: rigid brand consistency is giving way to more authentic, creative expressions tailored to each platform. Even public institutions can lean into this flexibility.
For EMBs: Test warmer, more relatable tones on platforms like Instagram or TikTok, and maintain formality where needed (e.g., LinkedIn). Localized humor, inclusive language, and real stories build emotional resonance—while still respecting the EMB’s impartial mandate.
3. Show Up Where the Conversation Is
Commenting on trending posts or engaging with influencers is no longer just for brands. It’s a proven way to increase visibility and join relevant conversations authentically. According to academic research, accounts interacting directly with audiences experience more visibility and engagement.
For EMBs: Strategically comment on posts by verified influencers or civic groups. A reply from your official account can drive engagement and guide users to reliable election information.
4. Leverage User-Generated Content—It’s More Than Just Information
Fostering User-Generated Content (UGC) into your strategy adds authenticity and strengthens audience connections. Forbes notes that 55.7% of TikTok’s content is UGC-driven.
For EMBs: Collaborate with UGC users to produce reels, stories, and testimonials that simplify processes such as voter registration or locating polling stations. Visual storytelling clarifies complex procedures, making them easier to understand and remember.
5. Empower Internal Advocates
Leverage employees to amplify your messages. Beyond just the marketing and communications team, your staff can play a crucial role. According to studies by Social Insider, 79% of companies with employee advocacy programs experienced increased online visibility.
For EMBs: Poll workers, field officers, and volunteers can extend the reach of an Election Management Body (EMB) by sharing pre-prepared graphics, videos, and FAQs. This organic reach not only expands beyond your primary accounts but also fosters peer-to-peer trust
6. Lean Into “Micro-Virality” Instead of Chasing Trends
“Going viral” doesn’t have to mean reaching millions—it can mean reaching the right people with the right message. Smart marketers are focusing on audience-specific virality that drives meaningful engagement.
For EMBs: Focus on audience-specific content that resonates within targeted voter communities—first-time voters, diaspora groups, rural youth, etc. These micro-communities are powerful ambassadors when content feels personal and relevant.
7. Use AI to Scale Responsibly
Generative AI is now a mainstream content tool. According to Hootsuite, 83% of marketers use AI to scale content creation, while maintaining quality. Meanwhile, UNESCO’s 2024 AI & Governance Brief urges public institutions to combine AI with human oversight for accuracy and ethics.
For EMBs: Use AI to generate drafts, brainstorm post ideas, or automate FAQs—but always ensure content is human-reviewed for neutrality and precision.
8. Prove Your Impact with the Right Metrics
Forget vanity metrics. What really matters is showing how your social content contributes to public understanding, civic engagement, and voter participation.
For EMBs: Align metrics with goals like increased voter turnout or hotline inquiries. Present these insights in executive-friendly dashboards to maintain leadership support and funding.
Final Thought – In 2025, EMBs that combine creativity, data, AI, and authenticity will lead the way in building public trust and driving civic engagement. Social media is no longer an add-on—it’s central to any electoral communication strategy. Leveraging a mix of tools and insights ensures flexibility, resilience, and broader impact.