The Politics of Platform: How Social Media Choices Reflect Organizational Values

A strong, effective social media strategy has always been built on asking a host of thoughtful questions about your stakeholders and goals. “What platforms are our customers on? Which platforms allow us to tell our story most effectively?”

Up until recently, though, choosing to be on certain platforms didn’t carry a risk of potentially alienating people because they see it as your brand aligning with a certain political ideology. But in 2025, that’s exactly where we are.

Organizations face more scrutiny than ever regarding the platforms they use to communicate with their audiences. What was once a decision based on reach, demographics, and user engagement has evolved into a complex calculus that includes the perceived political leanings of social media platforms themselves.

As platforms like Facebook and X (formerly Twitter) are increasingly seen as conservative-leaning, and newer entrants like Bluesky are viewed as more liberal, organizations must navigate these perceptions carefully.

The Shifting Perceptions of Social Media Platforms

Social media platforms are no longer seen as neutral tools for communication. Their policies, leadership, and user communities often shape how they are perceived politically:

  • Facebook: Allegations of bias in content moderation, the spread of misinformation, and the platform’s handling of political advertising have led to a perception of alignment with conservative viewpoints.
  • X (formerly Twitter): Since Elon Musk’s acquisition, the platform has implemented changes—such as reinstating banned accounts and altering content moderation policies—that some interpret as catering to conservative users.
  • Bluesky: Emerging as a decentralized alternative, Bluesky has attracted a user base that skews liberal, in part due to its emphasis on transparency and a desire to counteract perceived issues with platforms like X.

This politicization extends beyond the platforms themselves to the organizations that use them. A company’s presence on one platform over another can be interpreted as tacit support for the platform’s perceived values.

The Risks of Platform Association

Organizations face significant risks when their choice of social media platform is seen as a political statement:

  • Brand Reputation: Stakeholders may view platform selection as a reflection of the organization’s values. For example, a brand heavily active on X might be criticized for aligning with a platform perceived as fostering controversial viewpoints.
  • Audience Alienation: Choosing a platform with a clear political leaning can alienate segments of the audience who feel the organization does not represent their values.
  • Employee and Partner Relations: Internal stakeholders, such as employees or business partners, may also interpret platform choices as signaling organizational priorities.

Organizations can take several steps to mitigate risks while maintaining effective communication strategies:

  1. Clarify Intent: Clearly articulate why specific platforms are being used, focusing on their functional value rather than perceived alignment. For example, explain that a platform was chosen for its reach within a specific demographic rather than any political connotations.
  2. Diversify Presence: Maintain a presence across multiple platforms to avoid appearing overly aligned with one. A diverse social media strategy signals a commitment to inclusivity and broad audience engagement.
  3. Monitor Perceptions: Stay informed about how platforms are perceived and adjust strategies accordingly. Public sentiment can shift rapidly, so regular audits are essential.
  4. Engage Directly: Use social media to address concerns transparently. If stakeholders question a platform choice, respond directly to reaffirm the organization’s core values.

A Balancing Act

Ultimately, organizations must weigh the benefits of platform reach and functionality against the potential reputational risks of perceived political alignment. Social media choices may never be entirely apolitical, but by focusing on their core mission and values, organizations can navigate this landscape with integrity and purpose.

After all, the goal is not to avoid scrutiny entirely but to ensure that the scrutiny aligns with the values they hold true.

Greg Surber

Greg Surber, APR, is a public relations strategist through and through. He works on a variety of accounts, leading research projects and content strategies, but he also has extensive experience with more traditional PR efforts including national and trade media relations campaigns.

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