Social media tools including Facebook,Twitter and Youtube allow politicians to speak directly to voters without spending a dime. Using those social media allows politicians to circumvent the traditional method of reaching voters through paid advertising or earned media.
As time fly, social media become more and more popular. It has become fairly common for political campaigns to produce commercials and publish them for free on YouTube instead of, or in addition to, paying for time on television or the radio.
The social media users who talk about politics on a regular basis are the most likely to use social media for civic or political purposes. And the social media users who have firmer party and ideological ties—liberal Democrats and conservative Republicans—are, at times, more likely than moderates in both parties to use social media for these purposes.
Some of these activities are more likely to be pursued by younger social media users compared with the social media users who are ages 50 or older. Younger users are more likely to post their own thoughts about issues, post links to political material, encourage others to take political action, belong to a political group on a social networking site, follow elected officials on social media, and like or promote political material others have posted.
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