<P> The emergence of social media has changed the way in which political communication takes place in the United States . Political institutions such as politicians, political parties, foundations, institutions, and political think tanks are all using social media, Facebook and Twitter, as a new way of communicating with and engaging voters . Regular individuals, politicians, "pundits" and thought leaders alike are able to voice their opinions, engage with a wide network, and connect with other likeminded individuals . The active participation of social media users has been an increasingly important element in political communication, especially during political elections in the 2000s . </P> <P> Social media is changing the nature of communication because it is a tool that is being used to mobilize users in new ways . Users are able to connect directly to politicians and campaign managers and engage in political activities in new ways . By simply pressing the "like button" on Facebook or by following someone on Twitter, users have the ability to connect with others and express their views in new ways . The option for users to share, like, or retweet political messages instantly has opened up a new avenue for politicians to reach out to voters . At the same time, social media campaigns can carry risks that are not present on traditional platforms, such as TV or newspaper ads . Whereas the political party controls all of the messaging on a TV or newspaper ad, in a social media campaign, critics and opposing party supporters can post negative comments immediately below campaign messages . </P>

The role of facebook as a tool of political communication
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