Lee Jae-myung Administration to Establish Official SNS Account for Presidential Office
The Lee Jae-myung administration is expected to soon establish an official SNS account under the name of the Presidential Office.
On the 8th, TV Chosun reported, citing sources from the Presidential Office, that an official account will be launched on only two platforms: Facebook and X (formerly Twitter).
This move is interpreted as a strategy to maximize the influence of the six SNS platforms currently operated under the president's personal name.
President Lee Jae-myung has demonstrated a strong presence on social media, being referred to as a so-called "power influencer" politician.
In particular, he became the first domestic politician to receive a Gold Button on YouTube after surpassing 1 million followers in July of last year.
The Presidential Office is expected to adopt a communication strategy that differentiates itself from previous administrations based on the already secured SNS influence.
Unlike the administrations of Moon Jae-in and Yoon Suk-yeol, the Lee Jae-myung government has chosen a strategy of minimizing official accounts under the name of the Presidential Office.
The Moon Jae-in administration created and operated accounts named "Moon Jae-in Government Cheongwadae" on Facebook, X, Instagram, and YouTube early in its term, and former President Moon only opened a personal Instagram account after leaving office.
The Yoon Suk-yeol administration established an official Facebook page for the Presidential Office and continued to use the personal SNS accounts that former President Yoon had utilized since the election period.
A source from the Presidential Office explained to TV Chosun, "There are already many SNS accounts operated under the president's name with significant influence, so unlike previous administrations, we will only be adding two official accounts for the Presidential Office."
It is also reported that they have already received the "official government certification mark" provided by each platform.
Role and Operational Directions of the Official Presidential Office Account
The newly established official account of the Lee Jae-myung administration's Presidential Office will contain various activities of the Presidential Office.
It is expected to operate in a manner that includes policy introductions, senior official and spokesperson briefings, and messages from staff members who do not have personal accounts.
Alongside the president's account, the Presidential Office will also manage the account of Chief of Staff Kang Hoon-sik separately.
On the 5th, Chief of Staff Kang stated on his Facebook, "There was a directive from the 'boss' to utilize even the closed SNS accounts as a communication channel with the public."
Within the Presidential Office, it is known that only the two individuals' accounts are officially managed.
President Lee's personal account provides differentiated content tailored to the characteristics of each platform.
On Facebook, which has a relatively older user demographic, long posts focused on policy are shared, while B-cut images and photos of the president from unofficial schedules are uploaded to Instagram.
Furthermore, brief posts are made on X.
A source from the Presidential Office remarked, "President Lee is well aware of the characteristics of each platform," adding, "He aims to actively utilize SNS as a direct communication channel with the public."
This customized communication strategy is interpreted as a demonstration of the Lee Jae-myung administration's commitment to strengthening direct communication with the public in the digital age.
Image source: youtube 'Lee Jae-myung', Official X account of President Lee Jae-myung, Official Facebook account of President Lee Jae-myung, President Lee Jae-myung looking at his mobile phone during his time as leader of the Democratic Party / News1
