On most social media platforms, posts that receive a lot of Likes, Comments, and Shares are pushed higher and shown to more people because the algorithm sees that engagement as a sign of relevance. Shares and Comments usually carry more weight than Likes, and early interaction can significantly boost a post’s visibility and lifespan. Even reacting or arguing can help keep content circulating. With that in mind, think twice before liking, commenting on, or sharing content from Mrakas’ social media platforms or website—that engagement is exactly how his content stays on top and continues to spread.

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Some of the mayor’s content can omit important details or misinform. Or the posts of others, like the recent pieces Aurora Town Square Emerges as a Cultural and Economic Hub for the Community or How Homelessness and Shelter Planning Shaped a Defining Period in Aurora, are strategically written. For example, the ATS story included Mayor Tom Mrakas’ full name and a quote, while the homelessness article only mentioned the mayor by title. The bottom line is that Mayor’s supporters are flooding social media with content to promote the mayor.

Moving forward, the best approach is not to give these posts a spotlight. Instead, create meaningful posts yourself: quote their content, state your argument, recreate the message, and share your perspective. Don’t put a spotlight on their posts—make your post the spotlight. Avoid linking to their posts; quote them instead. You can use their content to elaborate, but don’t share it directly—extract and build on it. If you notice, Mrakas rarely shares content—he either extracts it and makes it his own or creates new material. Do the same, and consider adding an image to increase visibility. Ultimately, you decide who and what deserves the spotlight—be intentional about it.