First on FOX: Social Media Engagement by DHS Exceeds Legacy Outlets
The Department of Homeland Security (DHS) has significantly expanded its presence on social media this summer, outpacing both MSNBC and CNN in audience reach. The agency managed to gather millions of impressions across various platforms, creating a noticeable impact in the media landscape.
Fox News Digital reported that DHS’s social media accounts averaged around 6,395,700 daily impressions in July, far exceeding the viewership of traditional media giants. For context, MSNBC had about 502,000 viewers, while CNN averaged around 333,000 during Primetime slots.
In June, DHS’s reach was also impressive, with about 3,390,600 impressions daily, still surpassing many conventional news outlets. In that same month, MSNBC saw around 593,000 viewers, with CNN drawing in about 450,000 viewers—again, their numbers were much lower compared to DHS’s social media engagement.
Interestingly, DHS has adopted a unique style in its social media strategy, using everything from memes to traditional American imagery. For instance, one campaign aimed at recruiting Immigration and Customs Enforcement (ICE) agents has included playful elements like Pokémon themes, which some may find unorthodox for a government agency.
A DHS source mentioned that presenting these traditional American images was crucial to reflecting what the homeland looks like today. This somewhat bold approach, contrasting sharply with typically serious government communication, has sparked both interest and scrutiny.
Despite some backlash from legacy media regarding its social media tactics, including a critique in the Washington Post, DHS seems determined to continue this trend. In fact, the engagement metrics were obtained through Sprout Social, suggesting that the agency is not just telling its story but effectively measuring it too.
Overall, while some may critique the unconventional style, the numbers show that DHS has tapped into a method that resonates more with the public, especially compared to the traditional news outlets struggling to maintain their viewer base.
