Rethinking Social Media

Sam Toles

Founder, CiviSocial

“Social Media Playbook"

For years, when local leaders asked me whether meaningful civic dialogue could happen on social media, I would give the same answer.

No.

To illustrate the point, I would show an image of a classic toy from my Baby Boomer youth: Rock ’em Sock ’em Robots. Two plastic fighters in a ring, hammering away until one head popped up. Social media often feels less like dialogue and more like a mechanical contest to see who can land the decisive blow.

Sam Toles, founder of CiviSocial, has spent years navigating the mechanics of social media platforms—first as a media executive and later as a city council member who experienced firsthand the pressures local leaders face online. His central insight is surprisingly simple: the problem may not be social media itself, but how local governments choose to show up there.

Different platforms reward different behaviors. Some amplify outrage. Others reward sharing, storytelling, and human connection. When local government shows up with polished announcements, institutional language, and digital flyers, it can unintentionally fuel the very outrage leaders hope to avoid.

Sam’s advice is straightforward: show the human side of public service. Let people see the people behind the work. Tell real stories. Speak with authenticity rather than polish.

In other words, treat social media less like a bulletin board—and more like a conversation among neighbors.

And after hearing Sam explain how this works, I have to admit something.

Apparently, the Rock ’em Sock ’em Robots metaphor needed one more round—because Sam knocked my block off.

—-------

An Invitation to Share Your Leadership Story

Community Catalysts is built on the belief that some of the most valuable leadership insights are earned quietly, through real service in real communities.

If you serve in a civic leadership role—and you’d be open to sharing hard-won lessons from your own experience—I invite you to consider being a guest on a future episode.

You can learn more and volunteer by completing a brief guest questionnaire at:www.CatalystGuest.us 

Every submission is reviewed personally. Your story may help another leader see their own work more clearly, or feel less alone in the responsibilities they carry.

Thank you for the work you do—and for considering this invitation.