Using Social Media in political campaigns Social media networks like Facebook have become essential platforms for political campaigns. Campaigns use social media to organize supporters, reach voters, communicate with constituents, defend against attacks, and fundraise. Consultants help campaigns develop strategies for segmenting voters and positioning candidates, establishing an online presence through a campaign website and social media, and implementing marketing efforts like push and pull tactics and polling. The 2013 Indian elections saw significant impacts from social media, with parties like AAP relying heavily on it and younger voters amplifying messages on social media.