Many analysts, though supportive of the use of social media in main stream politics, don’t budge from calling it a double edged sword. For every President Obama crossing records his multitude of followers across the globe, there are an equal number of examples that demonstrate the plight of politicians failing in their digitization efforts. (Piskorski, 2014). The protuberant case of the European Union being accused of racism, sexism in its Vimeo campaign videos stands out as utterly shameful and makes the politicians careful about treading the treacherous path of social media. Again, such gaffes and policies, unintentional or not, have always been a part of politics.
The question now arises- Is social media bringing anything new to politics? In what way is it changing it? According to Obama’s social media strategist Adam Conner, when it comes to paying heed to advices, the Leaders find it more fitting to listen to what the people they wish to govern have to say rather than far-detached from life financers, for whom raking in immense profits is the ultimate concern. Social media has a tremendous potential in bringing making democracy a real time and useful concept. However it is essentially imperative first to get the people motivated to participate. In the absence of any such motivation it is immensely difficult to venture beyond the Likes and Shares of the people 。