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In 2008, Barack Obama won what came to be known as the “Facebook Election,” partly due to his campaign’s innovative use of social media. His opponent, John McCain, opted to stay off Facebook, Twitter, and other social channels, which may come to mark the last time in U.S. History that a presidential candidate decides against using social media.

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In the upcoming 2016 election, presidential candidates are focusing on social media more than ever before. Campaigns are even breaking ground on new platforms like Snapchat, LinkedIn, and Vine. Hillary Clinton, for example, is a front-runner in the democratic primary polls as well as in social media statistics. The Clinton Camp is extremely active online, and they have employed creative tactics to gain publicity and promote Hillary in a benevolent light.

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Recently, Humans of New York, a Facebook account followed by 14 million people posted a photo of a young, teary-eyed boy. The caption quoted the roughly nine-year-old boy expressing his fear of being disliked and rejected growing up as a homosexual. Within a couple hours, in an exemplary move to engage her social following on the basis of her campaign-relevant ideals, Hillary Clinton’s Facebook page had left a comment on the picture offering powerful words of encouragement for the boy:

“Prediction from a grown-up: Your future is going to be amazing. You will surprise yourself with what you’re capable of and the incredible things you go on to do. Find the people who love and believe in you – there will be lots of them. -H”

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Consider Donald Trump as another example. He has faced criticism for his unfiltered comments on Mexican immigrants and on John McCain’s military service. It is perplexing that Trump chooses to be so outspokenly opinionated when some of his unconventional views generate animosity. However, it is exactly this trait, the stark candidness of Donald Trump, which makes him dominant as a presidential candidate on social media.

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Trump is a powerhouse on Twitter, because he uses the website as it is intended; he tweets what he thinks exactly when he thinks it. Donald maximizes user engagement by avoiding glossy, carefully worded posts and instead tweeting jaw-dropping proclamations. Trump unapologetically broadcasts his passionate and controversial opinions, generating publicity with a style never before seen from a leading presidential candidate.

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Social media has transformed the way Americans can interact with politicians. Voters now have the opportunity to examine presidential candidates from more platforms than ever before. Hopefully, these new perspectives will help us decide whose leadership we truly believe in before it comes time to cast our vote.