Andy Burnham has been told to be less 'blokeish' on social media by cutting boorish references to football and the pub. Mr Burnham's new team are receiving daily reports from the social media team, which was set up under Sir Keir, and includes experts in data and social media analytics. The Cabinet Office is now recruiting around 50 extra social media staff for both the Government Media Unit (GMU) and individual departments. The recruits will be tasked with managing relationships with social media influencers and negotiating paid collaborations to amplify Labour's agenda in Government. All 24 ministerial departments post content on social media platforms such as YouTube, X and TikTok - in a fragmentary comms approach.