Obama used Social Media to gather enough support to win the elections in 2008 and 2012. He achieved this by being able to understand that the social media is about relationships, therefore, using social networks such as Twitter, Facebook and others to establish a much direct connection with his followers.
Social media is very advantageous over traditional media (tv, radio and print) for spreading a message quickly because opinions are spread through direct interactions, where it is more personal and there is more trust. People are encouraged to vote by their friends, families or people they know.
Memes are ideas or symbols which spread rapidly. They can be very important because they are becoming a dominant cultural event.
Kony 2012 is an example where media has played an important role, since, through the use of only videos, blogs, campaigns and posters, an organisation called Invisible Children was able to get the USA involved in helping those children being kidnapped and some even forced to kill their parents and fight become free from Kony's arms.
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