Social Media Strategy for Dems Needs a Major Upgrade

Summary

Podcast Summary: Bulwark Takes - "Social Media Strategy for Dems Needs a Major Upgrade"

Episode Information

• Title: Social Media Strategy for Dems Needs a Major Upgrade
• Host/Author: The Bulwark
• Release Date: March 10, 2025
• Participants: Sam Stein (Managing Editor at The Bulwark), Lauren Egan (Author of The Opposition Newsletter)

---

1. Introduction to the Episode

In this episode of Bulwark Takes, Sam Stein engages in a conversation with Lauren Egan about the Democratic Party's ongoing struggles with social media strategy. Lauren, who recently launched her newsletter The Opposition, provides insights into the challenges Democrats face in adapting to the evolving digital landscape.

2. The Challenge: Democrats’ Struggle with Social Media

Lauren Egan opens the discussion by highlighting the Democratic Party's difficulty in maintaining an authentic and effective presence on social media platforms. She states:

"This edition is about Democrats just trying to figure out how to be themselves on social media and like, not be cringe and awkward, which they're really struggling with. They've been, you know, like we saw last week with State of the Union stuff, just like, they cannot figure out how to be organic and be themselves and break through this new media environment. And it's showing."
[00:26]

The core issue is the inability of Democrats to resonate organically with audiences, making their efforts appear forced and ineffective compared to their Republican counterparts.

3. Attempts to Improve Social Media Strategy

Sam Stein elaborates on the Democrats' recognition of their social media deficit post-election and their efforts to address it. He remarks:

"The election was a demonstration of the fact that Democrats have a deficit on it. And as I understand it, and correct me if I'm wrong, the party kind of emerged from the election and were like, we're definitely going to try and break through. We're going to get on all these podcasts, we're going to build up our social media networks, might acquire some, but we know we have a problem and we're going to fix it."
[01:10]

Despite acknowledging the problem, Lauren confirms that substantial progress remains elusive:

"Absolutely not. Yeah, they definitely came out of the last election. And we're like, this is bad. We know we are bad at this. This is no longer a problem we can ignore because Republicans have just like dominated this space so much."
[01:26]

4. Case Study: Gavin Newsom’s Podcast

A significant portion of the discussion centers around California Governor Gavin Newsom’s new podcast, which has sparked debate due to his comments on trans women in youth sports. Lauren critiques the podcast’s potential reach:

"Is that cool? Like, it's great that he's doing this, but like, who's going to subscribe? It's going to be people that are already die hard Democrats or like reporters like us who are just like, you know, like junkies. Junkies and like have no life and are going to listen to this."
[02:20]

Sam defends Newsom’s initiative, suggesting that engaging with diverse platforms, even those with opposing views like Charlie Kirk’s show, is essential for reaching new audiences:

"I actually personally think it's fine and actually probably healthy to build out these networks and try new things... The goal here is to open up new audiences for you. Right. To like reach new people who otherwise wouldn't consider you."
[03:05]

5. The Importance of Authenticity

A pivotal theme in the conversation is the necessity for authenticity in social media engagements. Lauren emphasizes the Democratic Party’s cautious and risk-averse nature:

"There’s still a deep sense of just fear. And Democrats as like the party as a whole, it’s just so ingrained in them to be so cautious, so risk averse to sit there in like a conference room and do a cost-benefit analysis on like every decision that they make instead of just having sort of like a little bit of thicker skin or like the gut for being like, okay, we’re going to do this because we have to."
[05:25]

Sam extends this by comparing Democratic figures to their Republican counterparts, asserting that authenticity stems from being true to oneself rather than forcing engagement:

"99% of these people, the Democratic Party, are inauthentic on these platforms because they're older, they're just unfamiliar with them... Trump, by contrast, the most authentic version of Trump is being on TV and in the spotlight at all times and being a constant."
[08:25]

Lauren concurs, pointing out that individuals like AOC succeed because their online presence feels genuine:

"The stuff she does that's good though is like her doing some Instagram Live thing where she's cooking... it shows and like, right. This feels real. I think that’s a part of it, like the authenticity stuff."
[08:04]

6. Strategies for Improvement

The hosts discuss potential strategies for the Democratic Party to enhance their social media effectiveness. Sam suggests that embracing genuine interactions, even with those who hold opposing views, can humanize Democratic figures and broaden their appeal:

"The most authentic version of JD Vance is being an online troll. Like, that's who he is. This is who Donald Trump is. And so, naturally, they feel more seamless and authentic in these forms, because this is who they are, and so they have an advantage."
[08:25]

Lauren advises that Democrats should lean into their unique personalities and authentic traits instead of attempting to mimic styles that don’t resonate naturally:

"If you’re a dad and you have dad humor, just lean into that. Like, that will be, like, that's fine."
[11:09]

7. Potential Solutions and Future Outlook

Looking forward, Lauren remains cautiously optimistic that the Democratic Party will eventually find a viable social media strategy, but acknowledges uncertainty regarding the timeline:

"They have to figure it out. Like, this is the way the world is moving. This is how, like, politics is going. Like, they. They have to figure it out. Will they figure it out and on what timeline? Like, I don't know. I think they will eventually."
[11:28]

Sam adds that while some Democrats are considering building their own media infrastructure, such efforts risk isolating themselves from broader, apolitical audiences:

"But you're just talking to yourselves there, basically."
[12:17]

Lauren reinforces the need to engage with swing voters in apolitical spaces to enhance cultural relevance:

"The apolitical spaces are what matters. And you can't build that. You have to go there. If you build it, it's not apolitical. And you have to go where some of these swing voters are if you want to be. Just have more cultural currency."
[12:21]

8. Concluding Remarks

The episode concludes with Sam Stein encouraging listeners to subscribe to Lauren Egan’s newsletter and The Bulwark’s YouTube channel for more in-depth discussions. He acknowledges the importance of adapting to the digital age and thanks Lauren for her contributions.

---

Key Takeaways:

• The Democratic Party is struggling to establish an authentic and effective social media presence.
• Efforts to engage in new media have often appeared forced, leading to perceptions of inauthenticity.
• Successful figures like AOC demonstrate that genuine engagement tailored to individual strengths can resonate well.
• To reach broader audiences, Democrats need to embrace authenticity and engage consistently across diverse platforms.
• Building separate Democratic media infrastructures may isolate the party, emphasizing the need to engage within existing, apolitical spaces.

Notable Quotes:

• Lauren Egan: "This is no longer a problem we can ignore because Republicans have just like dominated this space so much." [01:26]
• Sam Stein: "The most authentic version of Trump is being on TV and in the spotlight at all times and being a constant." [08:25]
• Lauren Egan: "If you’re a dad and you have dad humor, just lean into that. Like, that will be, like, that's fine." [11:09]
• Sam Stein: "But you're just talking to yourselves there, basically." [12:17]

---

This episode provides a critical examination of the Democratic Party's current social media strategies, highlighting the need for authenticity and adaptability in a rapidly changing digital landscape. Listeners gain an understanding of the internal challenges and potential pathways forward for Democrats aiming to enhance their online presence and engage more effectively with diverse audiences.

Transcript

[Sam Stein]

Hey, guys, it's me, Sam Stein, managing editor at the Bulwark, here with Lauren Egan, who's got her first edition of the Opposition. I know. How does that feel?

[Lauren Egan]

It does, yeah.

[Sam Stein]

Okay. First edition of the Opposition newsletter. That's Lauren's twice week newsletter on the state of the Democratic Party. And it's, as of now, difficult efforts to regain this footing. Lauren, tell us about this edition. What do you write about?

[Lauren Egan]

This edition is about Democrats just trying to figure out how to be themselves on social media and like, not be cringe and awkward, which they're really struggling with. They've been, you know, like we saw last week with State of the Union stuff, just like, they cannot figure out how to be organic and be themselves and break through this new media environment. And it's showing.

[Sam Stein]

So, okay. The problem they have is there's this new media environment. Trump's very good at it. Mag is very good at it. The election was a demonstration of the fact that Democrats have a deficit on it. And as I understand it, and correct me if I'm wrong, the party kind of emerged from the election and were like, we're definitely going to try and break through. We're going to get on all these podcasts, we're going to build up our social media networks, might acquire some, but we know we have a problem and we're going to fix it. And yeah, it's been four months and have they fixed it?

[Lauren Egan]

Absolutely not. Yeah, they definitely came out of the last election. And we're like, this is bad. We know we are bad at this. This is no longer a problem we can ignore because Republicans have just like dominated this space so much. And when we talk about, like, how the vibes were in 2020 for the vibe election, how Trump and Republicans just have so much more cultural capital than the Democratic Party does right now, there was very much a recognition that, like, you have to play in these spaces. You have to be willing to go into, you know, podcast interviews that maybe might feel like a little bit more uncomfortable, a little bit less scripted, a little bit more unpredictable. You can't stick to your, you know, your messaging talking points. Yeah, you have to be able to like, sit there for two hours and like, have a conversation with someone. They said no. That's the thing. Like, obviously the big conversation this past week has been about Gavin Newsom and his new podcast, which has gotten a lot of attention, most notably because of the comments he made about trans women playing in youth sports. Would you say no men in female sports? Well, it's. I Think it's an issue of fairness. I completely agree with you on that. It is an issue of fairness. So it's deeply. Which is the thing with that. Is that what I consistently heard from Democratic staffers, even some people that used to work for Gavin Newsom. Is that cool? Like, it's great that he's doing this, but like, who's going to subscribe? It's going to be people that are already die hard Democrats or like reporters like us who are just like, you know, like junkies. Junkies and like have no life and are going to listen to this.

[Sam Stein]

Wait a second. Hold on a second. I have a life.

[Lauren Egan]

Yeah. Okay, Sam, it's a Sunday afternoon and you're talking to me, so I don't know.

[Sam Stein]

It's a job, but I also have a life. So. Okay, so that was my issue with the Newsom thing. I actually personally think it's fine and actually probably healthy to build out these networks and try new things. And I actually. He booked Charlie Kirk, who is sort of this nauseous mag personality. If you don't know him already, I don't have a problem with that. I think that's fine. I think it's fine to talk to people like that. I think the issue that people in the operative space are getting at which people you talk to is that the goal here, the end goal here is to open up new audiences for you. Right. To like reach new people who otherwise wouldn't consider you. And to do that, you kind of have to go on Charlie Kirk show. You don't have to invite Charlie Kirk onto your show now.

[Lauren Egan]

Right.

[Sam Stein]

You might get benefits from having Charlie Kirk on your show in that Charlie Kirk thinks you're more of a human and he has more relationship with you and he's more, less likely to malign you when he talks about you. And you know, you can maybe he'll play clips of you and maybe though.

[Lauren Egan]

You know, like, I don't know, like he's got his own shtick that he's probably going to stick to still, you know, I don't.

[Sam Stein]

Right, right, right. I just think there's something to the idea that like, if you meet someone on a one, on one basis, if you have a conversation.

[Lauren Egan]

Right, right.

[Sam Stein]

You're like less likely to be like, oh, he's an, he's a communist or whatever. But that's not what the point is. The point has always been open your. Open up new spaces to the Democratic Party. And that requires you to go on Theo von Joe Rogan. Now, they might not Invite you. Right?

[Lauren Egan]

Yeah. I think it's about going to apolitical places. Right. Where people aren't coming there initially for politics, but that sometimes can like. So why don't they political adjacent. I think there's still a deep sense of just fear. And Democrats as like the party as a whole, it's just so ingrained in them to be so cautious, so risk averse to sit there in like a conference room and you know, do a cost benefit analysis on like every decision that they make instead of just having sort of like a little bit of thicker skin or like the gut for being like, okay, we're going to do this because we have to. It might not go well. It might be really uncomfortable. We might like say some weird shit at first, but like we got to do it and, and handle whatever blowback we might get and just be a little bit more willing to like put yourself out there.

[Sam Stein]

Yeah, well, there's a, there was an interview that Tim Walls, missing former vpk, gave to our own colleagues at Politico where he said this. He was like, we were just too bubble wrapped. And I thought that was kind of an interesting confession. First of all, the consensus was he was the safe choice pick. But secondarily there was like a little bit of questioning in the moment about whether they're too bulbarrupt and they insisted that they were not. Them being the Harris campaign.

[Lauren Egan]

Right. They, they said, you know, we're doing call her daddy. Like to be fair to them, they did do some things. But the whole point is like you can't do one interview on one podcast and be like, oh, we checked the box. Like this is a thing you have to consistently do over and over every.

[Sam Stein]

So you buy, you buy idea that you have to be ubiquitous in today's policy.

[Lauren Egan]

Totally, totally. And I think, I think a lot of the Democrats I talk to agree with that. Like, they all agree that like it's not just a. I think the. Right. There's totally a sense that like, okay, we did our TikTok video for the week. Like we're good. You know, we don't need to deal with this again till next time. It's like, no, you gotta be constant.

[Sam Stein]

Well, that's the thing. It's like they had that whole. That viral. They went with the choose your fighter theme for their. The TikTok is Democratic female lawmakers the week. And it, I mean it, it was widely mocked. And I think that's gets to your point, which is that when it's apparent that you're checking off a box and being like, oh, this viral theme, we gotta do that. Then it becomes. And I also, I don't know. And this is, this is a lot of us being like sort of theater critics, right? Like, what do we know? But maybe.

[Lauren Egan]

I'm sure that speaks to someone. But yeah, it was like, why?

[Sam Stein]

Well, I guess my didn't then speak to me personally. But my point is that Democrats get encouraged to try a lot of things and do new things and experiment more. And then when they do, they also then get criticized instantaneously for looking cringy and trying too hard. Right. And so it's like a little bit hard to find.

[Lauren Egan]

And then they kind of retreat though, you know, like, then it's a vicious cycle. Yeah. And so like, a lot of the strategists I talked to were like, it's. It is a vicious cycle. You know, they feel like they're held to sort of a bit more of an unfair standard, but they're like, we kind of just have to keep going. Like when I talk to people after that, that TikTok, they're all like, I really hope that they don't wait like another week to do something else. The whole point is like, muscle through, keep putting shit out there, and eventually like, you'll feel more comfortable and not come across as like, so try hard. You know, like, it's just the irony.

[Sam Stein]

Was that AOC was on that silly TikTok and she's the one, she's actually.

[Lauren Egan]

Good at this stuff.

[Sam Stein]

Yeah. And the stuff she does that's good though is like her doing some Instagra Live thing where she's cooking like.

[Lauren Egan]

Like Twitch. Yeah, like she's good on Twitch. Cuz like. Yeah, well, she's like an actual gamer. So like, it doesn't feel like forced when she's on there because you're like.

[Sam Stein]

Oh, you like, right?

[Lauren Egan]

I don't really game, but like you're like, oh, you know this stuff and like, it shows and like, right. This feels real. I think that's a part of it, like the authenticity stuff.

[Sam Stein]

Okay, so that gets me to this and this is my theory of the case and tell me if I'm wrong, but like authenticity, right? Like 99% of these people, the Democratic Party, are inauthentic on these platforms because they're older, they're just unfamiliar with them. And so anytime you put them on there, it's going to feel inauthentic. And in fact, you should just probably like, you know, let them do their own thing and like tape them doing it and then post it, like, whatever. They can read their, like, nonfiction books, and you can talk about it with them, and that probably feel more real. Trump, by contrast, the most authentic version of Trump is being on TV and in the spotlight at all times and being a constant. And the most authentic version of JD Vance is being a troll, an online troll. Like, that's who he is. This is who Donald Trump is. And so, naturally, they feel more seamless and authentic in these forms, because this is who they are, and so they have an advantage. That's my theory of the case.

[Lauren Egan]

I don't think that that's wrong. And then when you talk to stratage on the dumb side, when you talk to people in the party, like, mostly off the record, they'll be like, yeah, we do need younger leadership. Like, we need younger people to run for office.

[Sam Stein]

Like, sure, but Trump's not young.

[Lauren Egan]

No, but he. Like, he grew up in front of the camera. Like, he's.

[Sam Stein]

Yeah, he's an animal. Yeah.

[Lauren Egan]

Like, it's not. Like, part of it is an age thing, but, like, I don't know, if Chuck Schumer had been on TikTok for forever and, like, clearly, like, played on the. You know, like, played in these apps, then, like, maybe it'd feel real, but it doesn't. It's just kind of like, well, let's see.

[Sam Stein]

Like, Chuck Schumer has spent his life in front of cameras, too, but he's not, like, He's a different beast. Yeah. And my thing. Yeah. If I were Chuck, I would just, like, you know, play the. I know he plays or played the accordion when he was young, but, like, do stuff that's very Chuck Schumer. Y. And, like, just, like, be Chuck. Right? Like, just don't try to, like, do.

[Lauren Egan]

You know, that's the thing. It's, like, just don't. Right. It's almost like. Again. Yeah, it's. It's. It's so try hard to the point where it just feels.

[Sam Stein]

You can't. I should. I should be clear. I know Chuck Schumer plays the. Or played the accordion when he's young, because he once told me that his childhood accordion instructor was named Sam Stein, and we bonded over that, and he. And then he showed me that.

[Lauren Egan]

So glad you guys have that.

[Sam Stein]

It was a. It was a very weird. It was a very weird interview that we conducted. Yeah.

[Lauren Egan]

Like, wait, what instrument does Tim Kaine play? Because that was an example. What's. What does he play? Tim Kane plays some instrument, and someone did bring that up. Like, oh, when he's just, like, being himself and playing.

[Sam Stein]

Like, Mark Warner. Like, Mark Warner, for instance, made a nasty tuna melt once on video, and they're, like, going viral. But, like, that's the. Like, do like that.

[Lauren Egan]

If you're, like. If you're a dad and you have dad humor, just lean into that. Like, that will be, like, that's fine.

[Sam Stein]

That's my life.

[Lauren Egan]

I know, I know. I constantly have to reject your edits when you put dad jokes into my copy.

[Sam Stein]

You always accept them and you love them. All right, so what's the upside here? Are they gonna figure it out? Do they need to figure out, like.

[Lauren Egan]

Well, they have to figure it out. Like, this is the way the world is moving. This is how, like, politics is going. Like, they. They have to figure it out. Will they figure it out and on what timeline? Like, I don't know. I think they will eventually. But this.

[Sam Stein]

We're working on a timeline. Yeah. And there's always the question of, well, would they. Could they build out their own infrastructure? And I've seen nothing. I don't know if you've seen anything about, like, Democrat donors investing money in Democratic media ventures now. Maybe it will happen, but it's been, you know.

[Lauren Egan]

Yeah, I think there's still a lot of conversation about that and a lot of anxiety about we need to do this. But again, going back to our earlier point, I think some of that energy and anxiety is a bit misplaced. Like, sure, you can have a Democratic version of whatever, but Twitter, the whole point.

[Sam Stein]

Blue sky.

[Lauren Egan]

Yeah, yeah, you can have blue sky.

[Sam Stein]

But you're just talking to yourselves there, basically.

[Lauren Egan]

Again, it's still missing the point that you have, like, the apolitical spaces are what matters. And you can't build that. You have to go there. If you build it, it's not apolitical. And you have to go where some of these swing voters are if you want to be. Just have more cultural currency. You have to get out of these political.

[Sam Stein]

It's just straight politics, man. If you got to reach people who don't know, who aren't already converted. All right, well, it's a great piece. It's good. Great first edition for your. For the newsletter. I'm so excited for it. I'm excited to launch this thing. I encourage people to sign up for it. I encourage people to sign up for our YouTube page, where we're going to do supplementary discussions like this and have you on all the time and breakdown news. Lauren, thanks so much for writing it. Appreciate talking about it, and we'll be in touch.