The mayor of Guldborgsund is trying a new approach to boost his visibility online. A local Facebook competition offering gift cards for new followers has sparked both criticism and cautious praise from communications experts.
The Unconventional Campaign
Guldborgsund’s mayor, Simon Hansen from the Social Democrats, has been in office for four years, but his online presence has remained modest. To change that, he launched a Facebook competition where participants can win a 500 DKK gift card to the local merchants’ association if they help him attract more followers. Hansen personally financed the prize.
The idea came after hearing from local voters who felt he wasn’t visible enough on social media. Despite a busy schedule filled with meetings with citizens, associations, and businesses, he realized that much of his day-to-day work wasn’t reaching residents. He sees Facebook as a tool to fix that.
He admits borrowing the concept from fellow politicians who used similar giveaways during election campaigns. Now he hopes it will help strengthen his connection with locals between elections. Hansen argues that being a mayor also means “selling” local politics every day, a statement that underlines how Danish politicians increasingly rely on online visibility to maintain engagement with voters. This trend is part of a broader evolution in Danish politicians’ social media strategies and public image.
Split Opinions Among Experts
The campaign drew mixed reactions from communication professionals. Some see it as creative, others as amateurish. Communications consultant Anna Thygesen considers the contest unpolished. She notes that offering a prize for a follow takes away authenticity, arguing that real engagement comes from relatable and consistent content.
She suggests Hansen focus more on storytelling that captures the everyday lives of citizens. As an example, she highlights how Holbæk’s mayor, Christina Krzyrosiak Hansen, uses her social media actively while also maintaining a physical presence in her community. Her follower count, which far exceeds Simon Hansen’s 2,100, demonstrates how authenticity and accessibility online can amplify public trust.
Thygesen believes that meaningful posts about local issues and personal insights would serve Hansen better than any giveaway. For her, gift incentives risk turning politics into a popularity contest rather than a medium for dialogue.
A Strategy in a Changing Landscape
Political communication consultant Benjamin Rud Elberth views the mayor’s move in a different light. He calls it a clever response to shifting conditions on Facebook, where recent restrictions have limited how politicians can use paid advertising. With fewer options to boost posts or buy targeted exposure, many politicians are forced to experiment.
In that context, Hansen’s competition may represent a new kind of outreach. Elberth acknowledges that while giveaway-driven followers are often “prize hunters,” the attempt itself signals adaptability. However, he cautions that maintaining loyalty after the competition ends will be the real test. The mayor will need to keep his promise to share useful updates and insights, or new followers may lose interest quickly.
According to Hansen, his contest has already gained around 150 new followers. It is a small but noticeable increase for a local politician still finding his digital voice. What happens next depends on how he uses that new attention.
The Bigger Picture
The debate surrounding this Facebook competition fits into Denmark’s broader political shift toward digitized citizen outreach. As traditional campaign methods lose their edge, local leaders are searching for creative ways to stay visible. Some invest in professional consulting or partner with specialists like the agencies featured in Denmark’s top social media marketing firms. Others, like Hansen, experiment directly.
Sometimes the line between authenticity and strategy gets blurry. In a country known for valuing transparency, the conversation about what is appropriate for politicians online will likely continue. For Simon Hansen, what began as a local experiment has grown into a national case study of how far Danish mayors are willing to go for online engagement.
Whether the Facebook gift card attempt becomes a turning point or a short-lived episode remains to be seen. But it has already opened a wider discussion about the future of local political communication and the expectations citizens place on their digital leaders.
Sources and References
The Danish Dream: Danish Politicians’ Social Media Strategies and Public Image
The Danish Dream: Best Social Media Marketing Agencies in Denmark for Foreigners
TV2: Borgmester lokker med gavekort i bytte for følgere
