The goal of this paper is to find evidence of the use and impact of social media in the 2012 presidential election. This is because it was reported that President Obama won the elections because of the ground operation presented by volunteers of his elections' campaigns (CNN Wire 1). I chose this topic since reports in state media indicated that the Republican Party was leading in the pre-election polls, but in the end the Democratic Party won due to the use of technological innovation (Edsall 1). An in depth analysis reveals that the presidential contest favored President Obama for using social media. Social media is increasingly an easy, fast, and effective way for people to have personal contact through technology. The intention is to prove …show more content…
The research will evaluate articles that have particularly focused on the 2012 presidential election, the campaign strategy of President Obama and Mitt Romney, and the use of social media. The findings from the analysis made by these articles will provide an understanding of President Obama's use of social media and its effectiveness. This situates interpretations on the use of social media in the presidential election. The method also directs the research to focus on the differences in social media strategies between President Obama and Mitt Romney, and the impact of the use of social media on the results of the presidential election.
Analysis and Discussion
 The review of literature shows that political campaigns have taken the campaign battle online as part of a broader effort to target specific voter populations at critical moments in a campaign. Political advertising has begun spending on online advertisements and was estimated at $160 million by 2012, which is more than seven times the amount spent in 2008 (Schatz …show more content…
Moreover, the use of social media ensured that users of these sites influenced their friends and families to participate in the voting and the political process. The social media "get-out-the-vote" operation was successful in drawing out new and undecided voters.
 Romney may have used social media platforms, but his messages were not as organized nor controlled as Obama's. Romney's presidential campaign message had plenty of miscues and his overall campaign picture did not resonate with voters. Romney did not carry out an extensive analysis of the changing demographics in America, leading to a disconnection with minority and immigrant groups. President Obama was able to elicit the votes of a growing population of young, immigrant, and minority communities like Hispanics and Asian-Americans. Romney largely focused on traditional white republicans. President Obama also sent target campaign messages to women, middle class, educated, and liberal whites. Therefore, President Obama not only had the votes of democratic blacks and minority groups, but also had large white voters in largely white states like Maine.
 The combination of these factors saw President Obama change the national electorate composition, an impressive fete