An initiative by Mayor Zohran Mamdani's administration has enlisted nearly 200 social media influencers to disseminate the administration's messaging, according to a report by the Columbia Journalism Review. This network, reportedly managed by the Director of New Media and Cultural Communications, Emilia Rowland, provides these online personalities with talking points and content through an encrypted Signal group chat.
The effort appears to be an evolution of the "Creators4Zohran" group, which was active during Mamdani's mayoral campaign. The report indicates that this group was reconfigured after the election to promote coverage and talking points from the Mayor's office.
Some influencers involved in these messaging campaigns may receive taxpayer funds, though the report clarifies this is not for their coverage but for specific messaging efforts. One highlighted influencer, Allie O'Brien, who has described Mamdani as the "mayor of uncontrollable joy," reportedly resides in Connecticut. Another influencer, operating under the handle bananadotgov on Instagram and based in Columbus, Ohio, has also posted favorable content about the mayor, expressing a strong positive sentiment about his policies.
It remains unclear if these out-of-state influencers are part of the direct Signal group communication. City Hall did not provide a response to inquiries regarding these digital campaigns. The report suggests that this practice could potentially conflict with local record-keeping laws.