As the 2025 federal election draws closer, social media continues to be one of the most powerful tools available to communicators. For advocacy campaigns—particularly in the not-for-profit and for-purpose sectors—platforms like X (formerly Twitter), TikTok, Instagram and LinkedIn offer unmatched access to audiences, media, and decision-makers alike.

However, with great reach comes responsibility. These same platforms that amplify stories of change also serve as breeding grounds for misinformation, division, and ethical grey areas. Advocacy now requires more than compelling messaging—it demands strategic digital literacy and integrity.

Influence Amplified: The Upside of Going Viral

We’ve seen firsthand how social media can lead to meaningful real-world outcomes. A few standout Australian examples include:

• Raise the Rate (ACOSS): This long-running campaign utilised infographics, video testimonials and targeted social posts to humanise income support reform. Their digital presence helped elevate the JobSeeker conversation during and beyond the pandemic, gaining traction with MPs and mainstream media.
• Children’s Ground: Through Instagram and YouTube, this Indigenous-led organisation showcases powerful stories of community resilience. By combining digital platforms with grassroots activism, they advocate for long-term, community-driven reform in health, education and justice.
• #LetHerSpeak (initiated by Nina Funnell and supported by Marque Lawyers and News Corp): Originating in Tasmania and spreading nationally, this campaign used social media to overturn gag laws that prevented sexual assault survivors from speaking publicly. Strategic use of hashtags and media partnerships created wide-reaching awareness and pressured lawmakers into action.

These campaigns highlight how a thoughtful, well-executed digital strategy can cut through noise, build community, and drive tangible change.

Integrity at Risk: The Downside of Unchecked Platforms

However, the digital landscape is far from neutral.

According to the ACCC’s commissioned report The Impact of Digital Platforms on News and Journalistic Content, social media algorithms often prioritise emotional engagement over factual accuracy. This means advocacy organisations are operating in a space where sensationalist content is often favoured over measured, evidence-based storytelling.

During election periods, the stakes rise further. As the AEC has repeatedly highlighted, electoral integrity can be compromised by misinformation campaigns, AI-generated content, bots, and fake accounts—especially on platforms where moderation is minimal.

For those working in advocacy and public interest comms, this presents a real challenge: how to stand out in a crowded feed without contributing to polarisation or misinformation.

Strategic Advocacy in a Misinformation Age

So how can not-for-profits harness the potential of social media while staying grounded in trust and accountability?

1. Be transparent: Clearly communicate your goals, partnerships and funding sources. In an era of increasing scepticism, transparency builds trust.
2. Prioritise fact-checking: Always verify content before sharing—particularly during election cycles. Use resources like RMIT FactLab or the AEC’s integrity tools.
3. Use the right platform for the right message: Each social media channel serves a different function. Instagram is ideal for visual storytelling, LinkedIn suits policy influence, and TikTok can be used to build awareness—adapt accordingly.
4. Engage, don’t broadcast: Advocacy should be two-way. Prioritise listening, amplify community voices, and make space for dialogue—especially with underrepresented groups.
5. Partner with care: Collaborations with digital creators or influencers can broaden your reach, but alignment on values and tone is crucial.

Reclaiming the Digital Space

Social media platforms aren’t inherently good or bad—they’re tools. What matters is how we use them. With a clear strategy, ethical foundation, and commitment to digital literacy, advocacy organisations can use these platforms to connect, inform, and lead change.