Social Media Begins to Drive the Political Conversation

This article argues that the 2012 election is the "first truly social" one.  While the candidates in the 2008 election did use social media platforms to grow their voter base and increase fundraising, I would agree that the 2012 candidates are relying on social media more than they did four years ago, in particular, to shape voters' opinions of them. 

An interesting note in this article is how people do NOT think that social media affects their political opinions.  However, a new eMarketer report shows just the opposite.  The report shows that people--especially those ages 18-34--depend on social media for political information. 

Overall, this article suggests that while people do (consciously or subconsciously) use social media to mold their political opinions, they are still resistant to this idea.  As a result, there are great opportunities and risks for marketers (and candidates) to consider when using social media to communicate political information.

http://www.emarketer.com/Article.aspx?R=1009411&ecid=a6506033675d47f881651943c21c5ed4