Ted Cruz is the Barack Obama of 2012, It is a great case study of using these tools in politics.

-Politico The campaign was able to not just talk to voters, but have a productive conversation that resulted in a major victory. -Campaigns & Elections You could see it work. I dont know who was the arbiter of all those decisions, but the social media the Facebook, all those Drudge ads, all of it was brilliant. Politico Cruz left no social media stone unturned. Hes also changed the role that social media plays in political campaigns. The Daily Dot Cruz reached out to enthusiastic, tech-savvy conservatives from the get-go, announcing his candidacy on a blogger conference call in January 2011. Dallas News Ted Cruz beat his Republican competition for the Texas Senate primary on social media before he beat him at the polls. The Hill -Campaigns & Elections: Despite being outspent 3 to 1, Ted Cruz went on to win a Republican primary against one of the most powerful Republicans in the state, 56 percent to 44 percent. Dewhurst was not only the heavy favorite from the start, but he was backed strongly by the Texas GOP establishment. [...] Social media allowed the campaign to motivate and coordinate grassroots supporters, which was critical for an insurgent campaign in a state as big as Texas [...] Social media and the digital space were used as a tool to raise Cruzs name ID, generate online donations and respond to attacks from the Dewhurst campaign.

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We advertised on a multitude of platforms including Bing/Yahoo, Facebook, Google Ad Words, and Twitter. Running online ads allowed not only allowed us to combat opposition attacks and gain name recognition, but proved to be a lucrative source of fundraising as well. In addition to advertising, organic social media outreach was very successful in raising money. However, when it comes to online fundraising, email is still king.

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