Project competence, avoid silly dances: parties seek balance with social media strategies

A fragmented media landscape has increased the value of social media experimentation, but an NDP stumble may show the risk of full campaign integration, says digital strategist Michael Roy.

Conservative Leader Pierre Poilievre, left, and Liberal Leader Mark Carney, right, can't afford to take the same gambles on social media influencers that worked for U.S. President Donald Trump, say digital strategists.The Hill Times photographs by Andrew Meade, Sam Garcia, courtesy of Gage Skidmore, and illustration by Neena Singhal

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BY STUART BENSON

April 16, 2025

Following the success of American presidential candidates' appearances with social media influencers or as guests on longer-form podcasts, digital communications pros had expected those strategies to play an outsized role in Canada’s current election.

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