With the 2018 midterm elections right around the corner, users of social media should expect to see even more political coverage every time they log into their accounts. The use of Twitter, Facebook, and YouTube have revolutionized the way that campaigns are organized. The availability of easy access to candidates and elected officials have also changed the way that constituents can interact with politicians. The science of social media analytics has made it easier for campaign managers to direct their message to their targeted audience with more accuracy and precision. Here are five specific ways that the rise of social media has changed the landscape of American politics:


Free advertising

YouTube makes it possible for candidates to publish advertising without having to pay for it. Campaign officials can curate videos for specific reasons and post them on YouTube, bypassing traditional television and radio outlets. Then, journalists or political commentators may write about those ads, thus increasing their reach.



Social media has proved to be a valuable resource in raising funds to support a campaign. Fundraising directors can harness the power of social media to encourage supporters to donate money to their cause. Not only is it easy to reach supporters, but it is also easy to encourage supporters to share the plea for donations, increasing the reach exponentially.


Engages young voters

Savvy politicians recognize the need to reach the younger voting demographic. The use of social media in campaign initiatives is the single best way to reach this plugged-in audience. By energizing young voters through the use of social media, campaign managers can drive these people to the polls.


Tailored messages

By leveraging the power of social media analytic data, campaign managers can tailor their message to a specific demographic. Developing a curated message to appeal to a certain demographic can help campaign officials customize their messages to reach the target audience in ways not possible before the advent of social media.


Gauging public opinion

Everybody has an opinion, and social media provides an outlet for people to express their political views instantaneously. Many campaigns have the resources to appoint people to monitor social media to gauge what people want and hone their message accordingly. By getting public feedback so directly, politicians can change the course of their campaign in order to improve their standing, without the use of expensive polling.