Political polarization on Twitter : how companies can still effectively target audiences in all American parties

Abstract

As social media platforms allow users to become even more guarded from dissenting opinions, companies targeting individuals aligning with opposite political parties are left deciding how to best connect with both audiences. Now, more organizations are being faced with the questions of whether or not to develop a social media conduct guide or stay completely neutral when it comes to anything political. Using semi-structured interviews with experienced communications professionals, this study will explore if companies can participate on social media in today's political environment without risking being the next victim to cancel culture.