Social network and political campaigns

What differentiates campaigns on social networks from those on other types of media. The answer is simple: its enormous capacity for segmentation based on variables of all kinds. This allows politicians who lie to direct their lies at those groups identified as more vulnerable or sensitive to those lies, providing a much greater capacity for manipulation. An obvious lie spread through a popular channel will generally be met with an immediate popular response, probably through social networks, which can assume that a large part of the population has contextual information on the subject, turning the lie against its issuer. On a social network, however, the lie can be managed, it can be spread through certain less critical or reactive groups, and it can be disseminated with progressive strategies, like a snowball that rolls down a hillside, and that in many cases comes to us through the profiles of friends or acquaintances we trust. We are less equipped, less prepared as a society to deal with lies spread through social networks.