Candidates Embracing Social Media Now More Than Ever

By Megan Hughes, CNN|News 9 Contributor

WASHINGTON -- In a new generation of political campaigns, speeches and stumping, politics are now combined with friending and tweeting.

For years, candidates have had an online presence through websites. In 2004 and 2008, some dabbled in social media, but never before has it been embraced with such fervor as in 2010. The traditional town hall has moved online.

"Not to realize that and not to embrace that quite frankly is a fatal mistake," said Dallas Lawrence, Burson-Marsteller Digital Public Affairs.

Sites like Twitter and Facebook are an instant microphone wired directly to voters. One tweet or post can change the momentum of an entire campaign.

"Anything a candidate puts out there could potentially end up on the front page of the paper the next day," said Shana Glickfield, The Beekeeper Group.

In 140-characters or less, candidates can generate headlines without spending a dime on advertising. Retweets, "likes" and wall posts help spread the word.

Both Oklahoma gubernatorial candidates Mary Fallin and Jari Askins have special accounts on sites like Facebook and Twitter dedicated to their campaigns. They post updates every day of where they are and what they're doing.

"Other people can reamplify what these candidates are doing," Glickfield said.

The informal, almost conversational forums allow candidates to show a softer, more personable side. Location-based sites like Gowalla and Foursquare allow more opportunities for interaction as candidates and supporters check into locations and events along the trail.

While politicians on both sides of the aisle are online, one party does appear to have an advantage.

"Republicans have eight of the top ten most powerful Twitter accounts in Congress. They have twice as many followers as Democrats," Lawrence said.