Think a candidate’s online presence affects voting? Sixty percent of social media users responding to a Digitas survey in October 2011 said they expect candidates to have a social media presence; for almost 40 percent, information found on social media will help determine their voting choices as much as traditional media sources like TV or newspapers. Engagement level is a key measurement of social media success for a candidate. In contrast, the role of TV may diminish in comparison to social media. Also noteworthy, this year will also likely be the first time Republican voters match—and possibly exceed—their Democratic counterparts in social media use in a presidential election.