Barack Obama used it effectively to become U.S. president in 2008 and 2012, as did India's Prime Minister Narendra Modi who won a landslide election last year. Now social media is being used like never before in a U.K. election, and only time will tell just how effective it was in the tightly-contested May 7 vote.
"Through sheer numbers, much more of the U.K. population now uses social media than in 2010. So parties and politicians using social media can have greater potential reach," said Chris Wood, head of digital at consultancy Hanover Communications, referring to the last U.K. election.
"Conversely, social media is also much more noisy now. That's why, in 2015, social media advertising has a greater role to play than in 2010 when it was in its infancy."
And the use of social media certainly has the potential to make a difference in the upcoming vote. The Conservative and Labour parties have been running consistently close in the opinion polls, raising the prospect of a hung parliament where no one party has an overall majority to form a government, indicating that both parties need all the help they can get.