Maxim Behar: Social Media Is the Future of Election Campaigns

Maxim Behar and Prof. Alexander Hristov were guests on the show "Your Day" on NovaNews TV, hosted by Lora Indzhova.

Host (Lora Indzhova): "Your Day" continues, dear viewers. We'll be discussing politicians and social media today, particularly after a pro-Russian candidate for the Romanian presidential elections reached the runoff after basing his campaign primarily on TikTok. By the way, we have breaking news: the Romanian telecommunications regulator is now seeking to ban TikTok following these developments. Assoc. Prof. Alexander Hristov and Maxim Behar are here with me. Hello, gentlemen! I'm glad to see you.

Maxim Behar: Good morning.

Host: As PR experts, strategists, and people with deep knowledge in this field whom we consult in various situations, including when analyzing political campaigns, were you surprised by Georgeescu's performance? He was projected to receive about 5% public support but ended up not only reaching the runoff but doing so in the first place.

Maxim Behar: We will see more examples like this, where social media is used intelligently, and it's only logical. In Bulgaria, there are very few cases like this—more like flashes of inspiration where someone decides to post something. Based on what we've seen in recent election campaigns, it wasn't particularly surprising or unique in terms of content. Hats off to politicians who realize they can use social media effectively. These platforms have been in our hands for 15 years. The fact that we're only now beginning to see their potential is extremely delayed. In the U.S., elections have been won exclusively online for at least 15 years. For instance, during the last elections, we saw the strong support of Fox News and Twitter for Trump's campaign. This is the future. The sooner politicians understand how to create intelligent and effective content on social media, the better. Of course, let's hope the content isn't provocative, far-right, or inciting violence or attacks on political opponents. But journalism has a rule: "No news is good news." Politicians who express their positions sharply tend to attract more interest.

Host: Let me add something to provide complete information. Reports suggest that Georgeescu's TikTok videos were amplified by bots, raising concerns about external interference. The challenge is distinguishing between two things: the power of social media—its fast access to information, the ability to send messages to young people who are primarily on these platforms rather than watching TV or news (this is particularly true in Bulgaria)—and the issue of external interference. Social media allows candidates to easily impress and engage young audiences positively during election campaigns, but the other side is potential manipulation.

Maxim Behar: This leads to the issue of Romania wanting to ban TikTok. Tomorrow, they could decide to ban Facebook, Twitter, or something else.

Host: I agree with your interpretation—it seems extreme. Investigating interference is fine, but banning a social network borders on absurdity.

Maxim Behar: You can't ban a social platform—it's 2024. Whether calling it fascism is too extreme, I'm not sure, but you simply can't ban any media. If someone wants to challenge Georgeescu or any other candidate, they should use social media themselves to communicate their messages. By the way, the first president elected, thanks to social media, was Barack Obama. I remember the excitement back then. Being part of an American company, I recall how the person running Obama's campaign became vice president of our company. There was euphoria about having a platform in our hands that we could use intelligently to convey our messages and promises to voters. Social media campaigns work like driving a car—some will crash, others will drive recklessly or under the influence. There need to be rules for social media, enforced by telecom operators or service providers, to limit bots and check for foreign interference.

Host: In Bulgaria, we've also seen that social media is a double-edged sword, sparking debates about pressure, censorship, and similar issues. However, regulating the authenticity of content—ensuring it's true or not—is essential. Do we have mechanisms in Bulgaria to monitor this? I recall a scandal involving a company where differing opinions emerged, many of which were highly critical.

Maxim Behar: You can't regulate content or restrict it anywhere. If it breaks the law, it can be removed, blocked, or taken to court. But if someone promises to double pensions and lies about it, that's up to voters to decide. Similarly, false accusations against political opponents can't be instantly debunked. Everyone—politician, businessman, or ordinary citizen—is responsible for their statements and posts. Bots and artificially boosted posts can be somewhat controlled, but perfect solutions likely don't exist. Content itself can't be regulated unless it breaks the law, such as inciting violence or promoting pedophilia. A social media campaign or presence can only succeed if it's done intelligently and creatively, much like a strong advertisement.

Host: Do you have any impressions of Georgeescu's campaign? The polls showed only 5% support a day before Sunday's vote.

Maxim Behar: I can't say much—I don't speak Romanian, and his campaign was conducted in Romanian. However, the fact that his support grew so dramatically and was even surprised by Romanians shows that he did an excellent job. His opponents should also improve their use of social media, as these platforms are available to everyone.

Host: Who is more important: the politician as a figure or the PR expert crafting the strategy?

Maxim Behar: PR is very important, especially in Bulgaria, where the industry is still developing. My impression is that many politicians don't listen to their consultants, and some who do still fail because the advice they receive is inadequate. Success comes when a politician, businessperson, or company leader forms good chemistry with their PR consultant, allowing for meaningful collaboration.

Host: Finally, what advice would you give Bulgarian politicians, especially given the current political stalemate?

Maxim Behar: My advice is simple: focus on Bulgaria, shake hands, and work together to achieve meaningful results. That's why they were elected. Regarding their salaries, I believe MPs shouldn't receive pay until they form a functioning government.

Host: But they would have to decide that themselves, which requires the will to act.

Maxim Behar: True. However, I'm optimistic that a charismatic new leader—perhaps a "Bulgarian Barack Obama"—will emerge, someone who brings calmness, balance, and vision.

Host: A hopeful note to end on. Thank you, gentlemen. It was a pleasure speaking with you.

Watch the full interview here.