In at least 150 words, discuss how access to electronic devices and media has altered the election process. You may discuss a specific candidate or the process in a larger context.

There are always interesting experiments from one presidential campaign cycle that become central to winning the next cycle. Winning campaigns learn the lessons of the previous cycle, while also backing experimentation to find the next big advantage.

In 2008, particularly in the general election, in many ways social media was that experiment. It’s reach was limited to the specific demographics of these platforms (skewing younger, cities, etc.), but the potential was demonstrated.

By 2012, social media platforms had grown exponentially, becoming a standard way to communicate and organize for the vast majority of Americans. It was no longer an option to do social media well. For instance, this was evident on 2012 debate nights; the vaunted spin rooms became an empty ritual, still important, but they no longer shaped the story. That conversation was being shaped in real-time on social.

In 2016, social media is shaping the narrative - more days than not, a campaign’s narratives are being defined by conversations on social media - among journalists, activists and voters. The debate night experiences from 2012 have essentially become the daily experience; in many ways, social is now in the driver’s seat.