Clicks, Clout, and Campaigns: How Social Media Rewrites Political Strategy

By: Rose Kassam, Account Supervisor

The use of social media is no longer optional; it is an entirely mandatory and necessary tool in political participation. On Nov. 4, hundreds of elections took place across the country. Some monumental elections included the New York City Mayoral Election and the Gubernatorial elections in New Jersey and Virginia. The role of social media and public relations in political campaigns is critical, and it has ultimately transformed how candidates connect with voters. 

New York City’s Mayoral Election 

People across the country were tuned in to the highly contested NYC mayoral election, some paying more attention to it than their local elections. The election consisted of three candidates: Zohran Mamdani (Democrat), Andrew Cuomo (Independent), and Curtis Sliwa (Republican). For many young voters and politically engaged social media users, Mamdani stuck out. His rise from a Queens assembly member to a national political figure was fueled not only by his policy agenda but by his digital footprint.

Zohran Mamdani’s success is highly attributed to his use of social media as a tool to connect with and energize grassroots supporters. On Instagram, TikTok, and X, Mamdani has amassed over 14 million followers. His content consists of his campaign platform, positioned in a way that highlights the diversity of New York City and showcases who Mamdani is. To reach those who aren’t as politically active, these social platforms allow candidates to use short-form, visually driven storytelling to connect with those who otherwise might not seek out that information. Social media is a great tool to bridge that gap, as it allows candidates not only to humanize themselves but also to humanize their message. 

Mamdani demonstrated his support for local communities by volunteering at Part of the Solution Homeless Shelter, walking in the 2025 National Dominican Republic Day Parade, and attending BAYO, a concert for the Haitian community hosted by Haitian DJ Michael Brun. Through social media, Mamdani amplified his engagement with the diverse communities in NYC, showing supporters and potential constituents his on-the-ground involvement and strengthening his image as a candidate. Not only did social media highlight his commitment to supporting these communities, but highlighted the communities themselves, giving many a platform to have a voice in the political process. Supporters of Mamdani came together to create accounts like MuslimsforZohran and MomsforMamdani, helping spread the campaign’s messages across diverse audiences. 

Social media allowed Mamdani to showcase an authenticity that resonated beyond traditional campaigning. Users began reposting Mamdani’s content, creating a ripple effect of organic support that further expanded his reach and credibility. For example, Mamdani took the city’s public bus system to one of the mayoral debates, which prompted hundreds of TikToks, Instagram reels, and X posts by spectators. Additionally, his collaborations with influencers helped him tap into new audiences, expanding his message beyond the traditional political circle.. From collaborating with Subway Takes and Judgy, he reached new audiences while sharing his key issues in a way that felt natural, engaging, and aligned with the platforms’ storytelling style. 

Social media brought realness and connection to Mamdani’s campaign, igniting young voters in an entirely new way. 

The Governor Races in New Jersey and Virginia

In New Jersey and Virginia, a similar scenario unfolded. Through the power of social media, campaigns transformed digital engagement into a deciding voting factor. Mikie Sherill, Representative of New Jersey’s 11th Congressional District and mayor-elect of New Jersey, accumulated over 340k followers across all social media platforms. Sherill used social media to talk directly with voters, leveraging platforms like TikTok, Instagram, and Reddit to engage in real-time conversations. 

 About 7 months ago, Sherill created an Ask Me Anything (AMA) thread on the New Jersey Reddit page, urging constituents to share their concerns, questions, and engage in open dialogue. New Jersey residents used the post to share their concerns about the state and ask questions about her running points. This is another example of politicians using social media to reach their audience, causing them to feel seen and involved in the political process that often feels very distant and, honestly, not participatory—despite the U.S. being a participatory democracy. 

Abigail Spanberger is the current governor-elect of Virginia and will be the state’s first-ever female governor. Former CIA Case Officer Spanberger amassed over 320k followers across her platforms. The governor-elect’s campaign team was dedicated to reaching constituents through social media. Field Organizers on the team utilized Reddit to mobilize voters and encourage new volunteer sign-ups. Spanberger also used social media to educate voters on registration deadlines and provide clear guidance on how to participate in the 2025 election. This is important because eligible voters often miss deadlines, resulting in lower voter turnout. By sharing instructions and reminders, Spanberger’s campaign helped remove barriers to participation. It encouraged broader engagement, particularly among young and first-time voters who are more likely to rely on digital platforms for information.

Social Media is a Vital Component of Political Participation

Going forward, political PR teams must recognize that social media presence is a vital way to connect with constituents and shape public opinion. After observing how Zohran Mamdani, Mikie Sherill, and Abigail Spanberger used social media to ignite young voters, it is clear that these platforms are shaping political participation. Any modern campaign that aims to reach younger voters and foster authentic engagement must integrate social media into its communication efforts. 

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About the Author: Rose Kassam

Rose Kassam is an Account Supervisor for the COM Marketing Task Force at PRLab. She is currently a senior pursuing a dual degree in Public Relations (COM) and Political Science (CAS) at Boston University. Passionate about the convergence of policy, media, and strategic communications, Rose Kassam has developed a strong interest in modern-day political communications and how they shape communities and engagement. Previously, Rose worked on a political campaign in Australia for Independent Member of Parliament, Allegra Spender. Rose currently works on Beacon Hill at Commonwealth Counsel as a Policy and Government Affairs Intern, where she focuses on policy research and tracking legislative developments in Massachusetts. In her free time, Rose loves trying new coffee shops, strength training, and watching bad reality TV.