The White House has recently launched new accounts on Meta’s Threads service for President Joe Biden and Vice President Kamala Harris, along with accounts for the First Lady, Second Gentleman, and the White House. The move comes after Elon Musk recently sparked controversy with some of his comments on social media platform X, leading several major advertisers to pause their spending on the platform. Influenced by Musk’s actions, Meta first launched Threads in July as a competitor to X (formerly Twitter) after sweeping changes were made to the app, and has since gained over 100 million signups. Even though Adam Mosseri, the head of Meta’s Instagram service, said Threads wouldn’t prioritize news and politics, it has attracted many former Twitter users who are eager to share and stay updated on current events.
In another development, President Biden used his first Threads post to convey a message of optimism, stating, “I don’t see a dark, dismal, divided future for America. I see an America about to take off. I’ll continue doing everything in my power to meet this moment – and keep you posted along the way.” The White House’s commitment to reaching Americans through various innovative communication channels reflects their determination to connect with people where they are, evolving their communication strategy from traditional to digital media. This effort to engage people through a new social media platform reflects a broader approach to reaching out to the American public in a rapidly evolving digital landscape.
In summary, the launch of White House accounts on Meta’s Threads service is aimed at expanding the administration’s reach and effectively engaging with Americans in the digital sphere. The move comes on the heels of Elon Musk’s controversial comments on social media platform X, prompting major advertisers to pause their spends on the platform. Additionally, President Biden’s inaugural Threads post expressed optimism about the future of America, signaling a shift in the White House’s communication approach as they continue to adapt to the evolving technological landscape.
