Today is polling day, and as our community heads to the voting booths, the significance of social media in local election campaigns is more apparent than ever.

In the run-up to this crucial day, campaign managers and their candidates should have prioritised a robust digital strategy to make a real impact.

Despite the many strategies available, many campaign managers and candidates struggled to use social media effectively. Common pitfalls were misusing hashtags, failing to engage with the audience, and not leveraging social platforms to their full potential.

Candidates aiming to win have needed a strategic approach to social media. Building trust and capturing the hearts of voters requires a thoughtful and authentic social media presence that speaks directly to the electorate.

While traditional methods like door-to-door canvassing remain essential, they must be complemented by a robust online presence. Consistent social media activity has become as crucial as face-to-face interactions, significantly boosting a candidate's visibility and influence.

One candidate in my area ( East Londonderry )  stood out with their social media output. Their innovative tactics, such as live streaming, engaging with followers through comments and direct messages, and creating shareable content, have set a high standard. Over the next 72 hours, it will be interesting to see how their digital strategy influences the vote.

Successful social media campaigns understand that it’s not just about the candidate; it’s about the community. By involving the public in the conversation, candidates can amplify their message, encourage dialogue, and show a genuine commitment to addressing the community’s needs and aspirations.