The increase in the number of platforms gives candidates more opportunities to connect with voters, especially young potential voters that are more likely to use social media.
The campaigns’ implementation of data-mining (or analyzing the habits, demographics and unique characteristic of followers and fans) to target desired online audiences has also affected the reception of political social media and advertising by potential voters.
Rory O’Connor, journalist and author of “Friends, Followers and the Future: How Social Media are Changing Politics, Threatening Big Brands, and Killing Traditional Media,” said Obama's team often uses data-mining.
“Already Obama has cleverly hired a leading figure from the commercial world, an expert in data-mining, who is using the talents he once employed with consumer information for advertisers and profit to do the same things with citizen/voter information for political fundraising and messaging,” O’Connor said.
O’Connor adds that Romney’s team is also employing their ads in “a very targeted manner” to their respective audiences.
“This is obviously a huge departure from the previous strategy of creating ‘one-size fits all’ video ads for broadcast,” O’Connor said.