Social media is one of the best ways for campaign managers, political analysts, news outlets or even marketers to understand and take action based on public sentiment about each candidate. Political candidates are using social primarily as a means to push mass messaging. They haven't harnessed social expanding potential to proactively join millions of relevant conversations. Candidates are also investing in talented team dedicated to publishing original content on multiple channels like using Snapchat for elections. To know more, please read the article by Monica Jacquez (Reporter) at: target=_blankhttp://www.kionrightnow.com/news/local-news/social-media-plays-vital-role-in-2016-presidential-race/38537622

Social media platforms are influential sources which are employed by government, corporate, and academics to study human society. Social media has played an important part in getting us closer to the "real" during a conflict. It can also take us further away by constantly viewing conflicts on a buzz feed list or Instagram post which seems to be unreal. To know more, please read the article by Ellie Mae O’Hagan : http://gulfnews.com/opinion/thinkers/does-social-media-really-bring-us-closer-to-the-reality-of-conflict-1.1303773 

An article by Mr. George Shen, information strategist and consultant with Deloitte Consulting, explains how analytics has become an inseparable part of any election process nowadays.

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http://www.analytics-magazine.org/january-february-2013/731-big-data-analytics-and-elections