Prime Minister Andy Burnham has been advised by social media experts within No. 10 to adopt a less "blokeish" approach on social media, particularly by reducing references to football and pubs. This guidance aims to broaden his appeal to a wider audience as he navigates his initial weeks in office.
Burnham has been actively posting on social media, a departure from his predecessor, Keir Starmer. His self-shot videos have often featured casual discussions about his support for Everton football club and his enjoyment of pubs. However, social media specialists recruited by Downing Street have expressed concerns that some of his content could alienate voters.
A source familiar with the No. 10 social media team, which reportedly includes data and analytics specialists, stated that daily reports are being produced for the Prime Minister's team. These reports have cautioned against certain content, suggesting a need to "tone down some of the blokiness, such as the bar snacks stunt." The source added, "He is a strong communicator but it’s about balance."
One of Burnham's videos, featuring a discussion with Chancellor John Healey about rating bar snacks, was created to promote Labour's business rates cut for hospitality venues. This particular video garnered over five million views on the platform X alone. Burnham's team is receiving daily analysis from the social media unit, which was established under Sir Keir Starmer, to monitor online perceptions of the Prime Minister.
Home Office minister Anna Turley defended Burnham's social media style, stating that she had no issue with his content and found his accessible style important for communication. She noted that engaging with the public through such mediums is valuable.
The Cabinet Office is reportedly expanding its social media presence by recruiting approximately 50 additional staff for the Government Media Unit (GMU) and individual departments. These new hires are expected to manage relationships with social media influencers and arrange paid collaborations to promote the government's agenda. David Dinsmore, the civil service director for government communications and former editor of The Sun, is overseeing the GMU. His plans reportedly aim to increase traffic to official government social media accounts.
Currently, all 24 ministerial departments publish content across platforms like YouTube, X, and TikTok. However, a GMU source indicated that centrally produced content has reached a significantly larger portion of the British public compared to departmental accounts. The Cabinet Office has not yet finalized the exact size of the GMU.