The Chief is getting attacked on Facebook
The Chief is getting attacked on Facebook...
It’s Targeted. Unfair. Hostile. And, too common.
Today’s conversations don’t wait for community meetings — they happen constantly on Facebook, in parking lots, and at kitchen tables.
When leadership remains silent, misinformation and hostility rush in to fill the void. And the stakes are high: unity, trust, and progress are all at risk.
The Canadian government’s 2023 report, “What We Heard: Indigenous Online Safety,” underscores the urgent need for Indigenous-centred approaches to digital safety. It highlights how platforms like Facebook can become hotspots for racism, misinformation, and harmful content targeting Indigenous peoples. The report advocates for culturally informed moderation, digital literacy, and leadership-driven strategies to create safe and supportive online spaces (Government of Canada, 2023).
In Canada, Indigenous communities are increasingly using social media as a powerful tool for storytelling and activism. The Kwakwaka’wakw Nation offers a compelling example. During their opposition to open-net fish farms, they transformed social media into “living infrastructure” — a platform that not only shared real-time updates but embodied their cultural connection to the land and water. Their proactive communication bypassed mainstream media, engaged allies, and influenced government policy (O’Donnell et al., 2021).
Beyond Canada, studies from Australia and global Indigenous communities resonate with these findings. For instance, a 2021 Macquarie University study revealed that 97% of Indigenous Australians encounter harmful social media content weekly, including lateral violence and racism (Carlson & Frazer, 2021). Yet social media also remains a vital space for cultural celebration and connection. This duality highlights the importance of strategic, proactive communication to turn these platforms into tools for empowerment rather than harm.
Additionally, the 2024 study Social Media Activism in Underrepresented Communities highlights how Indigenous digital activism can amplify marginalized voices but also cautions about the algorithmic amplification of misinformation and hostility. It calls for consistent, culturally grounded communication strategies combined with platform reforms to protect and empower Indigenous communities (Preprints.org, 2024).
Forward-thinking Chiefs, Councillors, Executive Directors, and Administrators across Canada recognize this hard truth: there is no opting out of communications anymore. The question isn’t whether to speak — but how, when, and with what purpose.
Communities that invest in strategic communications are celebrating wins, building trust, dispelling rumours, and gaining buy-in. They’re not just reacting to online criticism — they’re shaping the conversation and reclaiming narrative control. Because when leadership is silent, the story is written without them. But when they speak authentically, consistently, and proactively, they drive peace, prosperity, and progress.
If your Nation isn’t sharing your side, your values, your truth — someone else is. And that silence? It’s expensive:
Burnt-out staff defending leadership
Programs no one attends
Trust slipping away, even when you’re doing great work
But here’s the good news:
You can change this without hiring a comms team
You don’t need fancy branding or expensive media
You just need a plan, and a little support.
If you’re ready to take back control of your story and build trust in your community, let’s talk. Text me anytime at 250-999-1745
Yours in solidarity,
Laurel