The Social Media Model Pioneered by AOC is a Game-Changer
In 2018, Alexandria Ocasio-Cortez burst onto the political scene with a surprising victory over an entrenched political incumbent. This victory, of course, was made possible with the use of social media. AOC broke all the rules of traditional politics, and connected with voters in a way that had never been done before.
That early experience with social media was hardly a flash-in-the-pan. Alexandria Ocasio-Cortez is now one of the leading voices of the Democratic party, and a rumored presidential candidate in 2028. Just about the only politician on the national stage who has a bigger footprint on social media than she does is President Donald Trump. So how did she use social media to make such a big early splash in politics?
A near-perfect social media strategy
Looking back in hindsight, AOC carried out a near-perfect social media strategy. Back in June 2018, AOC already had 397,000 followers on Twitter; 88,5000 friends on Facebook; and 127,000 followers on Instagram. Her Democratic primary opponent - Joe Crowley - had just a fraction of that total. That, despite the fact that he was a 10-term incumbent!
And it wasn’t just about racking up huge numbers of followers, either. AOC emphasized authenticity in her social media posts. Her social media updates sounded just the way she talked. They were short, succinct, and to the point. Often, they included emojis and fun references to pop culture trends or important social movements.
In short, AOC didn’t sound the way you expected a politician to sound. There were no canned speeches, no highly-rehearsed talking points, and no speaking down to the masses. AOC spoke to people as equals, and often used pronouns like “we” and “us” to describe what she was attempting to do. She didn’t ask for their money or their time, she only asked for a fair shot at their vote.
At the end of the day, AOC got 57% of the primary vote in her first election. In political terms, that’s considered a landslide win. And she did it against a long-time member of the Democratic establishment. Crowley was a long-time incumbent, and largely thought to be unbeatable. So the victory of Ocasio-Cortez was Impressive, to say the least. That victory eventually propelled her to national fame, as a young, 28-year-old firebrand politician from New York City.
Can it be done again?
So the big question becomes: Can it be done again? Can a little-known figure appear out of seemingly nowhere, and make a convincing political run powered primarily by social media and word-of-mouth attention?
The answer is an unequivocal “yes,” and it’s happening right now in New York City, right before our very eyes, in the race for New York mayor. Nearly a decade after AOC’s remarkable rise to power, history appears to be repeating.
Suddenly, everyone in America is talking about Zohran Mamdani, who took on long-time Democratic stalwart Andrew Cuomo, and won in a June mayoral primary. The Washington Post is marveling over his social media strategy, while the New York Post is talking about the viral power of his social media videos.
Zohran Mamdani won convincingly, on a citywide basis, racking up votes even in long-time bastions of support for Cuomo. And, now, just like AOC before him, he’s getting plenty of “earned” media attention. He doesn’t have to pay for media, because he’s now being featured on networks like CNN and being hailed as an outspoken voice for change. You might dislike his politics, but his message becomes very powerful when spread across social media platforms.
So don’t overlook the power of social media in the political realm. Platforms such as X, Facebook, TikTok and Instagram are now so powerful that they can completely change the outcome of an election. They can convince people to vote for someone they never would have supported in the past, and feel good doing so. If Mamdani emerges victorious and becomes the next mayor of New York City, it will be the best proof possible that social media is a real game-changer.