CEC European Managers at the European Parliament’s Social Media Academy: Building Trust in the Digital Age

As an official communication partner of the European Parliament, CEC European Managers was today invited by the Directorate-General for Communication (DG COMM) to participate in an exchange with civil society organisations and content creators from across Europe.

The focus: how to communicate Europe’s policies, values, and democratic processes in a media landscape increasingly shaped by social platforms.

“The EU Is Complicated,” But Policy Is About People

Philipp Schulmeister, Director at DG COMM, opened the discussion with a candid acknowledgement: “The EU is complicated.”

Directives, regulations, amendments, trilogues — the architecture of European lawmaking is not easily translated into accessible narratives. Yet, as participants underlined, policy is more than procedures.

Policy creates opportunities.
Policy reflects our values.

Communicating these values is what brings them to life. And, as Scilmeister stressed, communicating values is where truth begins.

Social Media: The New Front Page

The generational shift in media consumption is profound. 66% of social media users under 50 say they use social media as a source of information. For 66% of Europeans under 50, social media is effectively the front page of the news.

If institutions want to meet citizens, they must meet them where they are.

However, building trust in a fast-speed digital environment is more challenging than ever. Language has changed. Expectations have changed. Young audiences are looking above all for authenticity.

The European Parliament’s Engagement Model

The European Parliament’s approach through social media is built on long-term, non-paid collaborations with content creators. Events are used as core engagement tools, with the aim of building sustainable communities rather than one-off visibility.

The communication ecosystem presented by DG COMM includes:

• 28 national groups

• 200 content creators

• 70 Members of the European Parliament (MEPs)

• All European Parliament Liaison Offices (EPLOs), some in cooperation with European Commission representations

• 76 national events

The first goal is not virality — it is growing communities.

Positive, fact-based messages must be promoted and amplified, but always through trusted voices. Engagement looks different depending on the audience. Increasingly, success is measured not by passive approval but by active debate and comments.

Design for comments, not approval.

One Person, One Brand, One Trust Relationship

Lambertus Robrew, founder of the “EU Made Simple” initiative, explained how his project emerged in the wake of Brexit. The lesson was clear: misinformation thrives in the absence of explanations.

 

His approach — one person, one brand, one consistent voice — demonstrates how trust can be built over time. Community, he argued, is the most effective way to accelerate and amplify messages.

Choosing relevant topics is essential. Whether explaining how the European Commission works or addressing debates such as the Digital Euro, clarity and conversational delivery matter.

Communication is not only about transmitting information. It is also about aspiration — about presenting an optimistic and credible vision of Europe’s future.

Reaching Beyond the Base

Emanuel Ferreira of the European Movement International (a think tank in which CEC European Managers is one of the members) presented a structured methodology combining:

• Polling

• Focus groups

• Social media listening

• Digital campaigns

The objective is to reach beyond those already engaged. Democratic communication must foster participation.

European Movement International works closely with micro-influencers — typically with 6,000 to 18,000 followers — whose communities are built on trust. Authenticity remains the decisive factor.

Separating the institutional voice from the human voice helps maintain credibility. Everyday-life examples resonate more strongly than institutional jargon.

A Strategic Role for Europe’s Managers

For CEC European Managers, as an official communication partner of the European Parliament and a recognised European social partner, the discussion carries strategic importance.

Europe’s managers are leaders in companies and organisations across the continent and, therefore, are also influencers. They bridge the gap between European policy and workplace reality. They shape how European legislation on social policy, industrial relations, digitalisation, and sustainability is implemented on the ground.

Communicating Europe’s values with responsibility, opportunity, social dialogue, and democratic accountability cannot remain confined to legislative texts, and growing trusted communities is essential.

Europe may be complex. But its values are clear. The task now is to make them visible, understandable, and alive.