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Political strategy in the age of social media

This political season is an interesting study on how candidates are making use of social media for their campaigns.
Without a doubt, social media platforms like Facebook, Twitter, Instagram and YouTube possess a tremendous influence on the minds of voters, particularly those below the age of 60.
While traditional media platforms like television, radio and newspapers are still very much in the game, studies have shown that their audience shares are dwindling.
This is particularly true for print media. But TV and radio have not been spared, and one indicator is the declining advertising revenue for these traditional media platforms and increasing advertising in social media.
As a political observer, I have been looking at the social media activities of local candidates, and there are still several who hardly have a presence even just on Facebook.
I liken these candidates to static, inflexible and clumsy armies over the centuries that have been decimated on the battlefield by opponents that were quick to adapt to changing times and embrace technology.
And social media requires a well-crafted message to voters.
Candidates must be aware that the competition for voters’ attention is broad and tight.
If you have lousy content, if you don’t present a message that resonates in the hearts and minds of voters, then you might as well pack up and leave the arena of battle.
Remember, as much as 75% (or even more) of voters depend on social media for their news, information and entertainment.
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