In the digital age, politicians face a delicate balancing act: being sufficiently engaged online without appearing "too online." This challenge was starkly illustrated in 2015 when a youth-led movement, "Milifandom," used social media to defend then-Labour leader Ed Miliband against what they perceived as a distorted media portrayal. The campaign, spearheaded by 17-year-old Abby Tomlinson, involved sharing romanticized images and using the hashtag #Milifandom, which trended on Twitter.
Despite the online fervor, the Labour party lost the 2015 general election, prompting Conservative leader David Cameron to remark, "Britain and Twitter are not the same thing." Tomlinson later reflected that the experience made her a "political pessimist," realizing that online influence does not directly translate to electoral victory in the short term.
More than a decade later, a similar strategy is being employed, this time within the government. Abby Tomlinson now works in the press office at No. 12 Downing Street as head of content for Andy Burnham. The government has reportedly hired producers, videographers, and strategists to manage its online presence from both Whitehall and No. 10 North in Manchester.
In his first month as prime minister, Burnham was active on Instagram, posting over 50 times. His content ranged from official engagements with world leaders and campaigners to lighter, meme-based posts, such as ranking pub snacks with Chancellor John Healey. Strategists believe platforms like Instagram and TikTok can effectively leverage Burnham's communication style and sense of humor.
This approach highlights the growing importance of social media in modern politics, where a single post can either build or damage a politician's reputation. The effective management of online personas remains a critical, yet complex, aspect of political campaigning and governance.