Recent reporting and political analysis suggest that the BC NDP's strategy of focusing on "toxic" social media posts from the BC Conservatives may not be as effective as intended. While the NDP has highlighted controversial online content from some Conservative candidates and supporters, the Conservatives appear to be using a different and perhaps more successful approach to social media.

Here's a breakdown of the key dynamics at play:

The BC NDP's Strategy: The BC NDP has repeatedly used the social media posts of BC Conservative candidates and activists to attack the party's credibility. This includes highlighting past comments on topics like SOGI (Sexual Orientation and Gender Identity) policies, residential school denialism, and other far-right views. The goal is to portray the Conservatives as extreme and out of touch with mainstream British Columbians. The NDP's digital strategy also includes extensive paid advertising, with reports showing they have outspent the Conservatives on platforms like Meta (Facebook and Instagram).

The BC Conservatives' Strategy: In contrast, the BC Conservatives, under leader John Rustad, have shown a more targeted and less centralized approach. They've focused on using social media to connect with specific demographics, particularly younger voters, by leveraging populist themes and a "common sense" message. Their content often focuses on "contrast" ads that directly criticize the NDP's record on issues like affordability, crime, and the cost of living. They've been able to generate significant engagement and a noteworthy vote share with a smaller budget, suggesting their messaging is resonating with their target audience.



The "Toxic" Post Problem: While the NDP's tactic of pointing out controversial posts can be effective in discrediting individual candidates, it may not be enough to stop the Conservatives' overall momentum. The Conservatives have largely shrugged off the "cancel culture" criticisms and, in some cases, have seen candidates resign over controversial remarks. However, the party's main message, which taps into public frustration over economic issues, seems to be a more powerful force. Political analysts have noted that the Conservatives' strategy is akin to the federal Conservatives' successful approach, which leverages populist sentiment to rally a base that feels unheard by traditional political discourse.

The Broader Context: The political landscape in British Columbia has been shifting, with the traditional rivalry between the NDP and the now-rebranded BC United (formerly BC Liberals) being replaced by a more polarized contest between the NDP and the Conservatives. The BC Conservatives have been gaining ground in polls, and their social media strategy, which is less about broad, polished communication and more about direct, often combative, messaging, appears to be a key factor in their rise.

In short, while the BC NDP is using social media to highlight what it sees as the Conservatives' weaknesses, the Conservatives are using the same platforms to effectively communicate their strengths and connect with a frustrated electorate, making the NDP's "toxic" narrative a less potent political weapon.