Social Media’s Negativity Bias Is Reshaping Where Infrastructure Gets Built

Stories about development projects travel quickly on social media, and getting accurate information into that conversation early can shape where major projects take root. One developer says that timing has become a defining factor in where projects move forward, and how communities benefit from them.

How Engagement Shapes the Conversation

Daniel Kaufman, Founder/CEO of Kaufman & Company, says his firm ran its own analysis of social media engagement after noticing how quickly conversation about its projects spread. The review found that content about real estate development and AI infrastructure generates dramatically more engagement online, a dynamic worth understanding for any developer who wants to be part of the conversation early.

I couldnt believe the difference if you put out a positive story and then you put out a negative story, or you put a negative post on Twitter or Instagram, Kaufman says.

The practical takeaway, as Kaufman describes it, is that developers have an opportunity to reach and inform a community early, so that accurate information is available well before a public meeting. Getting ahead of the conversation helps ensure that a permitting hearing starts from a foundation of facts.

The Same Opportunity in Housing

Kaufman says this dynamic applies well beyond data centers or AI infrastructure. His firm also works in the workforce and affordable housing space, where he sees the same chance to lead with facts and shape community sentiment through clear, early engagement.

People say, I dont want workforce housing, or I dont want affordable housing, because they think its going to be something not aesthetically pleasing, or they say, I dont want Section Eight,' Kaufman says. We dont do Section Eight. We dont do subsidized housing.

That example illustrates how much value there is in clarifying what a project actually is. Kaufmans point is that developers who explain the details – and the quality of what they build – can replace assumptions with an accurate picture that a community can get behind.

In one case, Kaufmans firm pursued a rezoning in the Kansas City area to convert a commercial parcel to residential townhomes. When that conversation didnt move forward, the land was later sold and is expected to become a car dealership. What would you rather have on your land? he asks. A car dealership or townhomes, a bike path, greenery? His point is that clear, early dialogue helps communities weigh those choices on the merits.

Why Leading With Facts Matters

The platforms where community sentiment forms – X, Instagram, local Facebook groups – reward engagement, so developers have every reason to bring accurate, compelling information into that space. A clear explanation of a projects water system, or a straightforward zoning analysis, becomes far more effective when it reaches people early and is easy to understand.

Kaufman says the opportunity is especially significant around AI, where public understanding is still growing. People are being misinformed about it, he says. Were really going to miss out in this country and have the same issue we had in the 80s, where we had job loss and a detriment to the economy. Bridging that knowledge gap, he says, is one of the most valuable things a developer can do.

Kaufman notes that the best response is patience and documentation. A well-supported explanation – with context and evidence – gives engaged residents the information they are looking for, and he says that investment in clarity pays off.

Dialogue Over Defense

Kaufman says his firm responds to questions by reaching out privately and offering to answer them directly rather than issuing public rebuttals.

There are people who really care about their communities, Kaufman says. And instead of attacking, they write us a letter, or they call us up on the phone, and they ask questions, and they get to the bottom of something.

The firm also focuses its energy on markets that are ready for a productive, factual conversation, choosing to invest where communities are enthusiastic about the project and the jobs it brings.

Kaufman frames the approach plainly: If they dont want us, theres plenty of other places that we can be. The firm has directed project plans toward welcoming jurisdictions including El Paso, Texas, Utah, Michigan, and the Dakotas, states and cities Kaufman says actively want the development. The construction jobs and long-term employment those projects generate move with them.

Kaufman points to the value of working together on shared goals, noting that when communities and developers collaborate, the resulting jobs, knowledge base, and supply chains create lasting benefits. Building those relationships early, he says, is the surest way to keep opportunity close to home. You can read more about his approach on the founders blog.

Daniel Kaufman is the founder of Kaufman & Company, a Los Angeles-based private investment and holding firm with portfolio companies spanning real estate development, workforce housing, venture investment, and infrastructure. His workforce housing platform, Olduvai, focuses on delivering attainable housing in undersupplied markets across the United States.

This article is based on information provided by the expert source cited above. It is intended for general informational purposes only and does not constitute legal, financial, or real estate advice. Readers should conduct their own research and consult qualified professionals before making any real estate or financial decisions.

Disclosure: Individuals or companies mentioned may have a commercial relationship with KeyCrew.

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