Political Campaigning

Over the past two decades, the growth and adoption of the internet and social media by politicians is changing how political campaigning is done and how they enable certain social media strategies to help strengthen their electoral success. (Gulati and Williams, 2007). When running for political office an incumbent has a greater chance of electoral success over a challenger who is running against them for office, to optimize their chances of electoral success the challenger utilizes all forms of social media to strengthen their chances of electoral success. However, in a competitive race, both the incumbents and challengers unitize social media but employ different strategies to win an election. (Foot and Schneider, 2006; Herrnson et al.,

Each one of these races will employ different tactics and strategies to strengthen their chances of achieving electoral success. Social media such as Facebook became a more common form of political campaigning in the 2006 election, which included political articles such as news feeds, and videos of speeches (Smith, 2009, 2011). While looking at the what strategies Politicians will employ and allow them to be more personalization in politics is (cf. Van Os et al.,2007b). One website that has become more common is Twitter, Twitter is a website that allows its user to send a message up to 140 characters about anything they are doing. This will mostly be used for something that is upcoming or is currently happening in their campaign, this might include events such as sporting events, entertainment events, religious event, national events, personal or, and even private perspectives about how they feel about something and why it matters to them. By doing so this strategy shows how the politician feels about certain events and attempts to become more relatable to the public and who they are trying to represent (cf. Capraraet al., 1999). Other forms of online tactics that politicians might use could be something as simple as telling up something about themselves and who they are. This tactic we have already seen many times over from election to election what politicians do I try to become relatable to us by taking photos of them doing something what people do in normal everyday life such as (Dinning, Hunting, reading, etc.) and by doing so it creates a stronger bond between both politicians and the people they represent and (cf. Capraraet al.,