George W. Bush, not that long ago, won his presidency without having to master the social media, but that was not the case only a few years later, when, in 2008, Barack Obama was able to edge John McCain due to his ability to campaign and promote on all mediums, including the internet and has kept that up by connecting to the people with his Twitter account and YouTube videos. It was then that we saw the power of the social media and Mitt Romney took notice. He was the first Presidential candidate to use a “promoted trend,” which he ran during the final night of the Republican National Convention. This story highlights just how much things have changed even from the 2008 presidential campaign, let alone the 2004 presidential campaign, which now seems archaic and out of date only 8 years later, but that is how fast technology changes. Just ask Richard Nixon, who probably did not take the rise of the home television in account when he was running for President in 1960. Anyway, Twitter has now exceeded other outlets as a way to advertise to the general public. It is fascinating to me that a Presidential candidate would spend money to promote his nomination through Twitter. I am sure that even the founders of Twitter could not imagine this aspect of the social media to take off like this, but it has, and it will be interesting to see what new technologies are in play for the 2016 Presidential race.