Social Media Strategy in Business: Why Even Politicians Invest 2026

Social media strategy has become business critical for organizations across industries, from politicians to global brands. As the Guardian’s deputy editor of social platforms, I’ve seen firsthand how a strong online presence can drive engagement, influence, and revenue. This article explores why even leaders like Andy Burnham are investing heavily in social media teams and what you can learn from their approach.

Why Social Media Is Business Critical

In today’s digital-first world, social media is no longer an optional add-on. It’s a core business function that shapes public perception, customer loyalty, and even election outcomes. Politicians like Andy Burnham have created five new social media roles, with salaries up to £70,000, signaling a serious commitment to algorithm-driven communication.

Brands that ignore social media risk falling behind competitors who engage audiences daily. The key is not just posting content but crafting a data-driven social media strategy that aligns with business goals.

The Rise of Political Social Media Teams

From the “Maga minute” to New York mayor Zohran Mamdani’s viral moments, political leaders are using social media to bypass traditional media gatekeepers. Behind every charismatic post is a squad of editors, producers, and strategists. This investment reflects a broader trend: social media expertise is now a high-value skill.

For businesses, this means hiring or training specialists who understand platform algorithms, audience psychology, and crisis communication. It’s not just about going viral; it’s about building sustainable engagement.

Key Components of a Winning Social Media Strategy

To replicate this success, focus on these pillars:

• Audience research to identify where your customers spend time.
• Content calendars that balance promotional, educational, and entertaining posts.
• Video-first content for platforms like TikTok and Instagram Reels.
• Real-time engagement to build community and trust.
• Performance analytics to refine tactics continuously.

Comparing Political and Corporate Social Media Approaches

How to Build Your Own Social Media Team

If you’re a business owner, start by auditing your current presence. Identify gaps in content, engagement, and analytics. Then, decide whether to hire full-time staff or work with freelancers. The right team can turn social media from a cost center into a growth driver.

Invest in tools for scheduling, monitoring, and reporting. Platforms like Hootsuite or Sprout Social can save hours and provide insights. Remember, consistency beats perfection—post regularly and adapt based on feedback.

Measuring Social Media ROI

Track metrics like engagement rate, click-through rate, and conversion. Use UTM parameters to attribute traffic to specific posts. Set benchmarks against industry averages to gauge performance. A solid strategy should show a positive return within six months.

FAQ

Key Takeaways

• Social media is a business-critical investment, not a trend.
• Politicians and brands are allocating significant resources to social teams.
• Success requires strategy, dedicated roles, and consistent measurement.
• Even small businesses can compete with smart, data-driven tactics.

Whether you’re a startup or a multinational, embracing social media as a core function will future-proof your organization. Start by evaluating your current approach and commit to continuous improvement.

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