An advantage of social media in political campaigns is the ability to generate compelling data about clicks, use, engagement, likes, shares, and so on. Data analytics are efficient at targeting and tracking users and are useful to campaigns when writing content for social media. DiGrazia and colleagues (2013) find that the online “‘buzz’…about a candidate on social media can be used as an indicator of voter behavior” (p. 1), specifically on Twitter and finds that this “holds regardless of whether the Tweet is positive or negative” (p. 4). Authors also conclude that polling data is only a subset of information candidates need to be successful; that social media analytics are essential in to the modern campaign.
Image from: https://www.theatlantic.com/politics/archive/2016/03/twitter-politics-last-decade/475131/