In the past four years, the Biden-Harris administration has carved out a unique niche as the first to wholeheartedly embrace social media for communication. While President Barack Obama might have pioneered the social media playbook, his tenure was a solo act, compared to the current executive branch. Whether this momentum persists post-election remains uncertain, leaving the White House’s digital strategy office at a critical crossroads.
Reaching this point hasn’t been a walk in the park. The digital strategy team is juggling the complexities of an impending election, with vice president Kamala Harris balancing her dual roles as both a campaign platform and a vice presidential voice. This tightrope act highlights the challenge of maintaining a cohesive message amid the noise of competing priorities.
“I hope that the Vice President [Kamala Harris] is successful, but it would be up to her and her team as to how they proceed,” said Christian Tom, assistant to the President and White House director of the office of digital strategy. “But I would be surprised if they stopped doing digital content at all.”
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