Social Networks in Political Campaigns (8/11)

Before social media strategies became ubiquitous in politics, candidates struggled to understand and adopt strategies to support campaign goals, often choosing one social media platform over another. This targeting strategy generally attracted the college-educated demographic, but as widespread social media use proliferates society, a candidates’ participation in social media platforms can increase engagement when his/her own platforms are maintained and updated. This study suggests more research is needed to determine the types of social media engagement that makes candidates appear “more accessible and…authentic” (p. 67).

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