Governor Cuomo bets on a fresh social media game to conquer challenges ahead. Is success possible?
Andrew Cuomo's New Social Media Strategy Fails to Close the Gap with Zohran Mamdani in New York City Mayoral Race
Andrew Cuomo's recent foray into social media has not proven to be a game-changer in the New York City mayoral race. Despite Cuomo being the closest contender to Democratic nominee Zohran Mamdani, recent polls show Mamdani with a commanding lead, while Cuomo remains behind and has significant undecided voters to persuade.
Mamdani's social media strategy during the primary election was a key factor in his victory. His use of social media, combined with an extensive volunteer base, clear messaging on housing affordability, and innate charisma, helped him outpace Cuomo and secure the nomination.
In contrast, Cuomo's campaign has not demonstrated a comparable breakthrough on social media to regain the frontrunner position. Political experts and strategists view Mamdani's use of social media as authentic and a critical factor in his progress, while Cuomo’s efforts are seen as less dynamic and less resonant with key constituencies.
Cuomo's online responses mainly thank or agree with supporters, often using puns or emojis. However, his efforts have been met with skepticism and criticism. Some view his messaging as constrained by his past record and controversies, which could limit the potential impact of any social media efforts.
Online backlash against Cuomo's social media push included suggestions to change usernames to "Andrew Cuomo Is A Sex Pest". This backlash is a result of the 11 sexual harassment allegations that led to Cuomo's resignation as governor. In response, Cuomo deleted a post due to the attacks.
Rich Azzopardi, a spokesman for Cuomo's campaign, stated that the campaign wants to "shake things up" after Cuomo's primary loss and go where voters are, including on social media. However, some political commentators question the authenticity of Cuomo's messaging, viewing it as inauthentic and insincere.
Joshua Tucker, co-director of the Center for Social Media and Politics at New York University, mentioned that Mamdani tapped into relatively recent developments in digital media that prioritize algorithms over followers. Mamdani engineered his posts to go viral while including substantive policy proposals.
Lupe Todd-Medina, a Democratic strategist, believes that Cuomo is trying to reinvent himself in a space where Mamdani is already winning. Todd-Medina also stated that it's not authentic coming from Cuomo. Chi Osse, a progressive Brooklyn councilmember, finds Cuomo's online engagement attempts inauthentic.
In summary, Mamdani’s social media strategy is considered authentic, effective, and key to his coalition-building and voter engagement. Cuomo’s social media approach has yet to achieve significant traction amid voter skepticism and a commanding Mamdani lead, and some experts doubt its ability to fully change the race dynamics. Cuomo’s path depends on persuading undecided voters, but his campaign faces challenges to credibility and voter enthusiasm relative to Mamdani’s energized base.
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