The nature of social media encourages “populism as a strategy.” Look at things from the point of view of the spin doctor. Social media users are organized through vastly different interests: animal rights and hospitals, guns and gardening, immigration and parenting and modern art. Some of these interests might be overtly political while others are personal. Your aim is to reach out to these different groups in different ways, tying the voting behavior you want to what they care about the most.
