The next factor that determines outcomes in political exercises is the traditional mass media. However, due to the introduction and general acceptance of smartphones, laptops, tablets and other hand-held devices, fewer and fewer Filipinos are buying or reading newspapers thus negating possible advantages for candidates with money to burn. Online news is the default position mainly because it is free. There is little experience, however, on the use of the Internet in the determination of winners in national and local elections.
Now, here comes social media, which is credited for the fall of authoritarian regimes in Tunisia, Libya and Egypt. Facebook and Tweeter were also instrumental in mobilizing hundreds of thousands of protesters for the anti-pork barrel rallies in the Philippines is 2013. In 2014, social media contributed largely to the Occupy Central (Hong Kong) protest movement. In other words, social media, primarily Facebook, now has a successful history of political mobilizations with spectacular results.
The candidates for national office (President, Vice President and Senators) would best be advised to have a sound social media strategy lest they be swept away by the fury unleashed by blogs, twits and Facebook posts.