2012 has been the year that social media changed the way elections are run.
Don’t agree? You would have valid reason not to. After all, it was at the last Presidential election in 2008 in which Obama used Twitter to announce the selection of his running mate, current vice-president Joe Biden. Similarly, online platforms had a big part to play in Obama raising $750 billion for his campaign in 2008.
However, when you consider that in 2008 Facebook had a ‘mere’ 100 million users and Twitter only 1 million users, we can appreciate the drastic difference in penetration that social media has four years later, especially when considering that 50% of Americans in 2012 are using social networking sites (as compared with 22% in 2008). US politicians have also sat up and noticed this development with 90% of senators now owning a Twitter account.