
Facebook has become a crucial battleground in politics.
On Facebook, waves of comments expressing toxic views create an illusion of mainstream agreement, establishing dangerous social norms.
On Facebook, deliberately contrived propaganda is carried into regular communities to harm positive and progressive causes.
On Facebook, soundbite opinions about political events are circulated, spread, and refined.
If you’re still on Facebook, you’ve seen how wild it gets over there. It can feel like reality has been swamped by bots and monsters. Take heart! The troll army is smaller and weaker than it seems. We can push back, and make a (small but mighty) difference.
(1) Why Facebook matters
The internet has changed a great deal in the last decade, and now we are dealing with a single overwhelmingly important truth: Facebook is the only social media platform where regular people talk to each other.
Other big social media sites (Instagram, TikTok, YouTube, Snapchat, etc.) are broadcast channels for receiving content as an audience. Other talk-based social media sites (Reddit, X/Twitter, Mastodon, Bluesky, Threads) are small next to Facebook, and do not really attract a membership of regular people. (Users tend to be ‘very online’.) Specialist community social media (Neighbourly in NZ, Nextdoor in the US, the NeighbourhApp in Dignity Falls) gets close but doesn’t have the reach.
Regular people go to Facebook and use it daily for regular person reasons:
- It has a peer-to-peer marketplace that dominates informal selling.
- It is the online front door of many small and medium businesses.
- It has an events system that makes it easy to organize parties, special occasions, public events, and more.
- It shows you what your friends and family are up to, and lets you share your activities with them. (Although this functionality has been degraded, it still works enough to keep people on the site.)
- And, crucially, it has interest group spaces, where you can see and join discussions about whatever you’re interested in. (This is the only aspect of Facebook that genuinely works well.)
One of the most popular interest group types is the local community group, where a broad cross-section of people in your city, town, or suburb can report lost pets, complain about driving, and discuss the news. On the entire internet, Facebook is the only place this happens at scale.
This makes Facebook crucially important for societies and communities. Politics happens there in a way that it does not happen anywhere else online.
We’d better not abandon it to the right wing machines.
(2) On Facebook, influence is tilted.
In the New Zealand election 2026, Facebook posts and comments will directly influence the voting decisions and political beliefs of countless Kiwi voters.
That influence will be overwhelmingly tilted in favour of reactionary, conservative, and paranoid right-wing parties.
The right has several advantages that help create this tilt:
- They have the money to place their messages into the platform’s machinery. The political parties directly, but also lobby groups such as the Taxpayers Union and the Sensible Sentencing Trust.
- They benefit from the structure of the platform. Hot take posts with a simple message provoking a negative emotional reaction generate the kind of activity that leads to circulation via the algorithm. These kinds of post suit right-wing politics much more than left-wing politics.
- They have the global moment in their favour. Reactionary forces have not been so dominant around the world for over half a century. International messages are delivered into local context by the algorithm.
- They might also have international interference operations in their favour. Russian activity is real, and while it remains to be seen whether this will a factor in the coming election, it was a factor in the last one.
- They have the benefit of mendacity. Knowingly false or extravagantly exaggerated claims can easily be illustrated with AI slop and thrown into the algorithm to powerful effect; these kinds of posts serve right-wing messaging much more than left.
These advantages give right wing forces high visibility on Facebook.
There are many Facebook interest groups founded on social fear. Groups spring up expressing worry about immigration, or new health measures, or governance changes. Some are created deliberately by malign actors working to a strategic plan, but others form genuinely as grass-roots actions by concerned people who hold on to social fears.
These groups can become thick with discussion about what is feared, and spread worry and anxiety. Discussion in these groups is almost never about limiting worry or calming members down. The direction of travel is always towards greater fear, and more extreme views. In this way, these groups become entry points into more extreme message groups, which promote ever more elaborate and toxic views of the world.
The distance from a toxic fear group to a busy local community group is small. For those caught up in these fear beliefs, all of these items appear in the same scroll on their Facebook feed. They see paranoid hatred towards Jacinda Ardern that deems her a mass-murdering globalist, and just below, a National Party member scaremongering about the dangers of the Labour government. It all becomes one thing.
Inevitably, then, fear messages from these toxic communities make their way into regular discussion. They come from genuine members of these communities who earnestly hold these beliefs and express them; they come from cynical provocateurs who enjoy stirring up trouble by poking at the ‘do-gooders’ of the world; they come from bad faith political actors who have no actual beliefs to speak of but recognize these messages serve their ends; they come from fake accounts operated by foreign actors seeking to harvest engagement or stir up trouble.
The way Facebook works right now, these messages propagate on neutral spaces in numbers that vastly overrepresent the actual social presence of these beliefs.
They make it seem like there are lots of them. Like their views are extremely common, even the majority. They are not, not even close.
That discrepancy is territory we have ceded.
We can push back.
(3) Rules of engagement for Facebook
On the largest scale, there is not much to be done that will change this election. These factors on Facebook are locked in place. The playing field is tilted. That can’t be fixed in the next few months. It’s an important battle, but the best thing to do for it right now is strive to get the best people for that fight into government.
But there is a huge amount that can be achieved as part of our everyday engagement with our social media environment.
Whenever you visit Facebook, aim to make it just a little bit more pleasant and a little bit more real.
Here’s how to make your contributions most effective, and avoid making things accidentally worse.
[NOTE: Am I missing something? Is something wrong? Let me know so I can improve this list.]
How to engage depends on the kind of post you are looking at:
Posts from right-wing sources: Scroll past any post from a right-wing source. National/ACT/NZ First politicians, Destiny Church, lobby groups… Don’t engage. This just promotes their messages and gets the algorithm humming. They want battles under their posts, do not give them such. (Hardcore options: Read to identify key messages; screenshot and reply elsewhere without sending views to the original post.)
Neutral media sources: Under media sources, e.g. political news articles from RNZ or The Spinoff or NZ Herald, we can comment without driving engagement to RW messages. Particular things to do:
* take messages from the story that resonate and restate them in your own words. Many people won’t click the link.
* directly quote key lines from the story, with a comment like “this is the most important bit”.
* respond to a political message with a real world example from your life. (Don’t make one up!) “This policy would make a huge difference to my brother who does X, Y, Z.”
* reply to other people saying positive messages with more positive messages, particularly if they are getting shitty replies.
* if there are racist/hate messages in the comments (surprisingly common), make a comment (not a reply to an offender) asking for comment moderation.
Things to avoid:
* replying to RW troll/propaganda/negative messages. The engagement just pushes their comments to the top of the heap so people scrolling by will see them first. In fact, the “Most Relevant” filter will often hide your comment and just show theirs.
Friendly sources: Under posts by left-bloc politicians and parties, science outlets commenting on issues of concern, progressive activist folks, etc, you can get stuck in in support. Any action here will help the algorithm push this further. Particular things to do:
* heart and like reacts for the main post
* respond with any kind of positive personal message, something very ordinary is good to set the tone (but not revealing! Don’t open yourself to targeting by trolls!)
* reproduce and celebrate specific points made that you agree with
* wherever possible, emphasise how these politics are extremely normal in the global context. Giving NZ a chance to catch up with other countries is always a great message. Something having worked well in other countries similar.
* reply to any post with hateful subtext not with rage or disgust, that’s what they want. Dismissive contempt is the way. Don’t let hate sit unremarked, but don’t give it heat either, chill the temperature down until everything is icy cold.
* if you want to reply to less offensive troll posts with dunks, mocking rebuttals, sad GIFs, or whatever, this is the place to do it. Can’t do much damage here.
Things to avoid:
* don’t get over your skis, going too hard and overstating how amazing someone is. Regular people react badly to puffery. If you have a personal story of how someone genuinely did something amazing, then go for it, but if it’s just generalised cheerleading, watch the tone.
* don’t get so caught up in fighting trolls that you start to hate the internet and yourself. There is a cohort of people out there who are literally playing a game where they win by emotionally exhausting you. You can always ignore them, and should do so forever.
* by the same token, if a troll account challenges you to prove something or say something or whatever, don’t do it. Even if you do have the answer, just don’t do it. Treating these asks seriously is giving them respect they do not deserve and prolonging a conversation that helps them more than you. Just leave them hanging, like they don’t matter to you in the least. They hate that.
* (if it’s a normal person asking for more info, then go for it, keep chatting. You have to use your judgment about who is normal and who is troll. Some people have aspects of both, humans are complex!)
Local community groups: In these spaces, you can definitely make a difference. Here are some things to do:
* Share political posts from good sources into the group, with a context note about how it will affect local services or local people. Advanced mode: in the context note, instead of saying the thing, ask everyone a question about how the subject might help your community. You want the question to close off avenues for troll/shitpost responses as much as possible.
* Uphold an expectation of respect and kindness in your community. Every community wants to see itself as respectful and kind. Call out instances where kindness fails or respect has not been shown; “here in X town, we show respect to each other.” Don’t come in too hard, but don’t waver either.
* Be present and supportive in non-politics posts too. Community members will remember your name from post to post.
Things to avoid:
* International politics issues. Trans discrimination in the UK, the death toll in Gaza, freedom of speech in the US… Local people just don’t want to see these invoked. Even if they are relevant to what you’re discussing, don’t bring them up. Find another way to deal with the real topics. Yes these things matter! But you are not being negligent by not bringing them up as part of this process.
* Criticising people who don’t get everything right. Sometimes people are wrong on the internet, let it go. You have bigger targets.
(4) Look after yourself
Remember to log off. If you are not used to getting involved in this kind of talk on Facebook, it can be… unpleasant. People act awful online, much more so than in real life. Comments can feel very personal even if they’re not. And sometimes they will be personal, and that’s not okay! Don’t wreck your wellbeing for the sake of a few Facebook comments, that’s not helping anyone.
Find some friendly support. Any Facebook friends who are on the same page as you? Give them a message. Have each others’ back out there.
Consider locking down your account, especially if you are anything other than a white guy.
Accept that you will never see any proof it helped. There’s no way around that. You’re working to shift an invisible vibe among lurking users. There’s no way to see if it works. You just need to trust that it does, because real people are on Facebook and then those people vote. No matter what you do, the laugh react guys will keep laugh reacting, but you can be confident voters have seen your signal too.
That’s it. Repeat until the election. Good luck.
(Thanks to Kelly Whyte for some very helpful advice.)


