For PA Gov: Social Media Civic Duty or Self-Promotion?

PA Governor Josh Shapiro

Governor Josh Shapiro has transformed Pennsylvania’s gubernatorial communications with a nearly tripled staff and a 68% budget increase, creating a dynamic social media presence that engages younger voters through trendy, accessible content. While this “social media machine” has boosted his visibility and positioned him as a potential 2028 presidential contender, critics argue it diverts taxpayer funds toward self-promotion amid pressing state budget challenges. Supporters view it as a necessary evolution to reach constituents effectively, highlighting the tension between modern governance and fiscal accountability.

By the Numbers

Staffing Increase: Shapiro’s office employs 21 communications, press, web, and social media staffers, nearly triple the seven employed in the third year of his predecessor, Tom Wolf. This includes roles like communications director, press secretary, digital strategists, and a dedicated liaison to social media influencers (salary: $97,467).

Budget Growth: The governor’s office budget has surged by 68% during Shapiro’s first two-and-a-half years, rising from just under $7 million in Wolf’s final year to $11.6 million in 2025. This increase supports the expanded communications team and broader digital initiatives.

Increased Visibility  

Social Media Strategy: Shapiro’s administration has built a robust social media operation, leveraging platforms like TikTok to connect with younger Pennsylvanians. His team produces engaging content, such as Uncrustables-themed videos and posts featuring Shapiro dancing with podcasters or depicted as video game characters. These efforts align with his “meet the people where they are” philosophy, emphasizing accessibility over traditional media like press releases.

Engagement with Influencers: Shapiro’s office has created a “Next Generation Engagement” commission to address the needs of younger residents and collaborates with influencers to amplify messages. For example, a “Democracy Summer Camp” in July 2024 trained about 50 influencers to combat misinformation and promote civic engagement.

Content Creation: Unlike Wolf’s more static social media presence, Shapiro’s team produces dynamic, trend-driven content. Videos often feature Shapiro directly addressing issues like raising the minimum wage or reacting to residents’ messages, filmed in settings ranging from his office to informal locations. This approach has boosted his visibility, with posts gaining significant traction (e.g., millions of views on platforms like TikTok).

‘Showtime’ vs. ‘Substance’ Debate  Critics’ Concerns: Critics, including Eric Epstein of the watchdog group Rock the Capital, argue that Shapiro’s social media efforts prioritize self-promotion over public service, especially given rumors of presidential ambitions. State Sen. Kristin Phillips-Hill (R-York) called the content “frivolous” during a March 2025 Senate Appropriations Committee hearing, questioning its value to taxpayers amid a $4.5 billion state budget deficit. She highlighted videos like Shapiro dancing with podcasters as examples of government overspending.

Defenders’ Perspective: Shapiro’s press secretary, Manuel Bonder, defends the expanded team as essential for transparent communication and improving access to government services. Budget Secretary Uri Monson echoed this, stating that Shapiro’s social media outreach ensures information reaches diverse audiences in innovative ways. Shapiro himself has emphasized that his job is to “find Pennsylvanians where they are,” reflecting a shift from legacy media to platforms where younger voters are active.