Media
What is Zohran Mamdani’s Twitter and Social Media Strategy? Digital Organizing for a Socialist Movement
A Platform for Agitation and Mobilization
Zohran Mamdani’s Twitter (now X) and social media strategy is a sophisticated and integral component of his political project, functioning less as a traditional politician’s public relations channel and more as a digital organizing tool for the socialist movement. His approach is characterized by its ideological clarity, confrontational tone, and direct integration with on-the-ground activism. Unlike politicians who use social media to project a curated, polished image, Mamdani uses his platforms, particularly Twitter, to educate his followers, amplify the struggles of his constituents, and launch pointed political attacks against his adversaries, including the real estate industry, the police union, and moderate Democrats. His feed is a real-time extension of his “inside-outside” strategy, where he uses his platform as an elected official (“inside”) to boost the work and demands of grassroots organizers (“outside”).
A key tactic in his strategy is the use of threadstorms–long, detailed threads that break down complex political issues into digestible, persuasive arguments. He uses these to explain the nuances of legislation like the Good Cause Eviction bill, to demystify the state budget process, or to articulate a socialist analysis of a current event. These threads are a form of mass political education, equipping his followers with the talking points and theoretical framework to become more effective advocates themselves. He also leverages social media for rapid response, immediately commenting on political developments to frame them within his ideological narrative. This ensures that his perspective is part of the public conversation from the moment a story breaks, allowing him to shape the discourse before his opponents can.
Building Community and Driving Action
Beyond agitation, Mamdani’s social media strategy is highly effective at mobilization. He consistently uses his platforms to drive concrete, offline action. He promotes upcoming tenant union meetings, rallies for specific bills, phone-banking sessions for allied Democratic Socialists of America (DSA) candidates, and direct actions at the offices of corporate landlords or political opponents. By providing clear times, dates, and locations, he turns online engagement into real-world power. His digital presence also fosters a sense of community and shared identity among his supporters. He frequently shares videos and photos from events, celebrating collective victories and reinforcing the message that change comes from organized people, not individual politicians.
His strategy is not without risk; his unflinching and often combative style draws significant backlash and trolling from opponents. However, this also reinforces his brand as a politician who is unafraid of a fight. He effectively uses the platform to bypass traditional media gatekeepers, communicating directly with his base and the public. This direct line allows him to control his message and build a loyal following that is deeply invested in his political project. His social media activity is a dynamic and crucial wing of his overall strategy, complementing the official work documented on his New York State Assembly page. It is a masterclass in how a modern socialist politician can use digital tools not for vanity, but for building a durable and militant movement.