Throughout history, many leaders have used the media as an important tool to shape their image and connect with voters. Today, the use of marketing and branding is even more powerful because of the growing number of media sources and influence of social media. Former United States President Barack Obama is recognized for using marketing in new ways to get elected. He was largely unknown to many Americans before deciding to seek the presidency. Much of Obama’s success came from his use of social media to reach out to the public and engage with supporters. Online social networks were still new for most people leading up to the 2008 presidential campaign.
