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This article “//Put social media to work for you//” outlines the powerful impact of social media. Sites such as Facebook, Youtube, Twitter, etc are used by many people worldwide, letting us stay more connected than ever before. Amongst its many uses for socializing, procrastination, information browsing, etc social media has also gain popularity as a political campaign tool. Because of it’s widespread application, social media has proved to be a highly lucrative tool to reach out to voters universally. Notably, politicians such as Barack Obama had taken advantage and utilised this method of campaigning. For example, his iPhone application allowed supporters to vote for him on their cell. Naheed Nenshi, the newly elected mayor of Calgary, also took previously offline campaigns viral by blogging and using Twitter to spread messages about his views and intentions. By doing this, it was cost effective, efficient, let people voice their opinions to him, spreading campaign information to the hundred thousands of users residing in Calgary, and he won by more than 20,000 votes.

While network broadcasts gave us sound and pictures at the speed of light, the Web has became a first person news network. It connected us, gave us voice, provided content, and located expertise that was better able to make sense of the torn fragments of news broadcasted to us. Hence, the Web is generally taking over all types of communication, including television and radio. Information on the Web can lead to unsystematic or uncertified knowledge. However, if it comes from a human voice - the tone that is commonly used in social media - it can be richer and more reliable. By reaching out and getting in touch with voters with this method and tone of voice, it adds a more personal effect and attracts more people to follow your political campaign.

In retrospect, Obama and Nenshi understood the powerful impact of social mediums on society today, and other politicians should follow in their footsteps. However, as lucrative as social media campaigning seen to be, the information or message being braodcasted cannot be monetized. The success of political campaigns via social media does not entirely lie on the impact of social media, but the importance and worth of the message itself. If it wasn’t worth knowing or the time to look at and read it, campaigns will fail regardless. The influence of social media is matched by the relevance of the campaign.