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How do Social Media Marketing Companies Shape Political
Narratives?
Media has always played a vital role in shaping a country’s politics and setting political narratives. Earlier,
it was print media. Later, it was print media and broadcast media – many made national heroes and
several deemed otherwise! Opinions expressed across both these mediums have been influential
enough in driving people’s political loyalties.
But today, politics is a changed ball game! While print media and broadcast media continue to play an
instrumental role, everything happening across social media has been impacting enough to helm global
politics. And not today, but for years! For example, Barack Obama exemplified the use of social networks
by launching his grassroots 2008 presidential campaigns engaging voters and donors in a historic way.
Although a double-edged sword, politicians love social media. It forms a significant part of their digital
ammo, enabling them to set narratives and nurture them to triumph. That’s because social media is free
and can reach a larger target audience. Besides, the fact that people spend hours browsing social media
feeds these days makes the medium even more valuable for gaining popularity and proliferating a
particular narrative.
Of course, you need a highly experienced and politically intelligent social media marketing partner for it.
But how do social media marketing companies help set political narratives for their clients? While each
one has a unique way of doing it, here are some common techniques many social media marketing
companies employ.
6 Ways through Which Social Media Marketing Companies Set Political Narratives
Remember, there’s nothing called perfect while setting narratives. It all depends on the situation and
identifying the right issues to leverage. Social media, which has a global outreach and the capability to
spread news faster than fire, can play an appreciably effective role in transforming people’s thought

processes and influencing the voting outcome. Here are six ways by which social media marketing
companies can support.
1. Understanding the Target Audience Through Analytics
You are doing it for the audience. Hence, knowing them and their needs thoroughly is the first thing
social media marketing companies do. They employ advanced analytical tools to segment social media
users per their interests, location, demographics, profession, and behavioural patterns. Once marketers
know what segments to target, they can strategise and craft content resonating with the audience’s
needs.
Some of the most effective ways of doing them are videos, tweets, memes and articles. All of them
attempt to put the politician (client) in the best possible light and in the most people-friendly manner.
The content highlights a politician’s views, and tangible achievements, feature proposed policies, clarify
the agenda, etc. The idea is to make more and more people within a candidate’s constituency cognizant
of the latter’s endeavours.
2. Keeping it Ethical
Political narratives can quickly drift, become uncontrollable and cross fine lines. It doesn’t take time for
a narrative to become unethical or seem malevolent. Here, social media marketing companies have a
noteworthy role as they drive campaigns for their clients and portray them in a particular way.
While presenting their client as a people’s leader, a ray of hope and an optimistic change in people’s
lives, social media marketing companies should keep their communication and strategy ethical. Crossing
lines can spark unhealthy competition and harmful rivalry that could derail the campaign and put up a
bad show.
3. Real-Time Monitoring and Quicker Adapting
Social media allows a quicker feedback loop and real-time monitoring. It enables social media marketing
companies to test and measure the effectiveness of a campaign instantly. It involves measuring the
engagement, outreach, positive and conducive comments, negative responses etc., and determining to
what extent the campaign has proved successful and whether it has been impactful enough.
Besides, social media can help counter misunderstanding about a candidate concerning scandals, etc.,
through immediate posts (posted at the right and strategically beneficial time) featuring facts and figures
helping the candidate manage their reputation.
4. Precision Targeting
While some problems are common, a few pertain to a specific group. For instance, younger audiences
aged 18-30 might be looking for a solution to unemployment. On the other hand, the female section of
society might be looking for better and more advanced safety measures or empowerment. Social media
can help create audience segments, based on which digital marketers and copywriters can createcontent
resonating with the target audience’s problems.
5. Bringing in Influencers
Earlier politicians used to leverage the popularity of celebrities, including sportspersons, film stars, etc.,
to drive their political mileage. But the rise of social media has opened yet another avenue – influencers.
Influencers, as you would already know, are celebrities in their own right with a massive following and

influence across social media platforms. However, the campaign should be transparent. Hidden political
endorsements or agendas might hurt people’s trust, turning the entire campaign against the client.
6. Ensuring Authenticity
Authenticity is key in driving political agendas and narratives. Social media users are smart and more
informed. Besides, they have numerous sources to validate the authenticity of a particular statement or
achievement of a politician. Running false agendas and spreading untrue information about a politician
can let all the effort down the drain. People detest their prospective representatives lying about their
achievements to them. It can prove a complete turnoff tarnishing the politician’s image and failing the
whole campaign.
Instead of merely spreading information, social media political campaigns can have contestants interact
with voters within their constituency through live Q&A sessions. It can help strengthen the bond
between politicians and their voters.
Conclusion
Voter votes are the ultimate goal of every political narrative. However, today’s voter relies heavily on
social media and has access to more information than ever. Accordingly, while driving agendas and
establishing narratives, politicians and social media marketing companies should remain careful while
building content and setting an identity.
Connect with FABTARY if you are looking to build effective, ethical and result-driven social media
strategies and campaigns. Our extensive experience and unrivalled social media expertise help drive
positive and tangible results. Write to FABTARY at info@fabtary.com to learn more about its social media
prowess.

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How Social Media Marketing Companies Shape Political Narratives

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