There are numerous differences between television and social media. Social media, unlike television, reaches a very different audience and caters to a completely different demographic. Although nearly two-thirds of American adults use social media, the majority of social media users are segmented into the young adult section (18 years – 29 years) (Perrin, 2015). Additionally, unlike television or print advertising, social media posts immediately reach only those who choose to receive messages from the respective campaigns. As a result, the use of social media in a campaign can be an even more effective mechanism for strengthening campaign messages and support for a particular candidate. After all, one of the main effects of advertising, in general, is that rather than altering people's opinions, advertising generally serves to reinforce an audience member's assumptions (Iyengar & Simon,