Author Description

A Different Playbook for a Different Audience THE SOCIAL MEDIA PLAYBOOK FOR LOCAL ELECTED OFFICIALS You ran for office to serve your community, not to be the target of an angry online mob. Yet, in today's landscape, public perception is overwhelmingly shaped by social media, often dominated by the loudest, most negative voices: the Same Ten People (STPs). If you feel like you're playing defense against keyboard warriors on Facebook and Nextdoor, you're not alone. The channels where connection, joy, and storytelling thrive—like YouTube, TikTok, and Instagram—are often neglected, leaving the narrative to those who thrive on conflict. Sam Toles, a former elected official and a digital media veteran who has led content for giants like Vimeo, MGM, and Bleacher Report, provides a powerful, nonpartisan guide to stop the stress and start leading the conversation. This isn't about going viral—it's about building trust, humanizing your work, and connecting with the silent majority you were elected to serve. In this playbook, you will learn to: Solve Your STP Problem: Stop letting a tiny, toxic fraction of the population define your reality. The data shows the majority of Americans trust local government, learn how to reach them. Embrace the Triad: Shift your energy from the aging, conflict-driven Facebook ecosystem to the video-first platforms where positivity and engagement flourish. Win with Authenticity: Drop the polished press releases and inauthentic Canva flyers. Instead, leverage "Team Town" the dedicated staff who are the true heroes by showcasing their work through real, human connection. Build Fandom, Not Factions: Apply lessons from Sam's experience at the highest levels of sports and entertainment to cultivate a base of active, positive advocates who will defend your work during a crisis Courage is required. The future of local democracy depends on elected leaders who are willing to adapt and wield social media as an asset to tell their co