Powering Growth and Success on Social Media

Key Takeaways

1. The Pluralism Ecosystem Is Digitally Clustered—But Poised for Growth

We conducted a network analysis of Twitter/X followers from a sample of 88 organizations that have some focus on bridging and reducing toxic polarization in the US at the national level, and have a social media presence. Many of these organizations are within the New Pluralists network or are otherwise prominent within the broader ecosystem. Our analysis reveals a densely connected central cluster of 20 groups—that share a higher proportion of overlapping followers. View our interactive network visualization here. 

Outside this cluster are dozens of equally vital organizations—including More in Common, Listen First Project, +More Perfect Union, —operating in more distinct digital spaces. These groups tend to reach a higher proportion of educators, students, and researchers. Together, this ecosystem represents both a strong narrative center and a frontier for audience expansion.

2. Growth Requires Integrating Digital Strategy and Cross-Field Collaboration

Many organizations approach social media as a distinct function, often managed separately from broader communications, email outreach, websites, or CRM systems. While this can be an effective starting point, greater integration across digital channels can unlock new opportunities for engagement, streamline workflows, and strengthen the overall clarity and consistency of messaging. The toolkit emphasizes a shift toward integration—linking platforms, tools, and tactics into a unified, values-aligned digital strategy that reinforces trust and guides audiences from awareness to action.

In this network map, both core and peripheral organizations offer strategic advantages. Both highly networked organizations and those that are less so can have strategic advantages on social media. Those in the highly networked cluster In this Twitter/X network map may benefit from shared scale and mutual amplification. Those outside the cluster may have more access to overlooked audiences, signaling new frontiers for the pluralism ecosystem. By fostering partnerships across these lines—through joint campaigns, co-branded content, or shared events—organizations can diversify reach, seed new relationships, and enrich the pluralism movement’s collective impact.

3. ​Content Must Be Purposeful, Platform-Specific, and People-Centered

Effective social media strategy begins with clear goals and audience understanding. The toolkit outlines platform-by-platform guidance, creative formats, and best practices to boost resonance:

• Use Reels and carousels on Instagram to connect emotionally
• Post thought leadership threads and quote graphics on Twitter/X
• Share PDF carousels and personal voice posts on LinkedIn for professional credibility
• Leverage TikTok for cultural storytelling, explainers, and real-time civic commentary

4. Move Beyond Followers to Build Relationships

Social media growth isn’t just about increasing follower counts—it’s about building meaningful relationships that support long-term impact. The most successful organizations use social media not only to inform, but to invite participation, deepen trust, and convert interest into ongoing engagement. The toolkit outlines strategies for moving beyond passive consumption by creating clear pathways for connection, including lead generation tactics, audience engagement funnels, and CRM integration techniques.

5. Social Listening Unlocks Strategic Insight

In a fast-moving media environment, social listening is a vital tool for understanding how your organization is being perceived. The toolkit highlights how platforms like Brandwatch can help organizations monitor engagement trends, track sentiment, and surface emerging narratives in real time. By analyzing conversation patterns, identifying spikes in visibility, and examining who is driving engagement, social listening enables teams to be more responsive, data-informed, and strategic in their messaging. It also enables organizations to see where they sit in the broader discourse, benchmark against peers, and potential uncover opportunities for collaboration, audience growth, or narrative alignment. When used thoughtfully, social listening doesn’t just measure performance—it sharpens strategy and creates a wider reach of communications that promote pluralistic values.

6. Shared Infrastructure Can Strengthen the Whole Field

To overcome resource constraints and reduce duplication, this project explored a shared services model that allows organizations to pool tools, staff, and analytics capacity across trusted partners. This approach helps smaller teams access specialized skills and platforms they might not otherwise be able to afford. By centralizing key functions like social listening, lead generation, and content production, and taking advantage of cutting-edge software tools used across sectors, pluralism-oriented organizations can share insights, scale outreach more efficiently, and reduce redundant efforts.

This project also explored the potential of building a community of practice of a small group of communications and research professionals at pluralism-oriented organizations. Through regular conversations, the group came to better understand how peer organizations run campaigns across different social media platforms and learned from similar efforts. We were also able to cross-amplify each others’ campaigns.

Because the truth is: no organization can shift culture alone. But when we come together—sharing resources, exchanging ideas, and elevating each other’s voices—we extend both our individual and collective impact.