Social media is a powerful tool. However unless used along with "social listening" tools, may not give you strategic advantage in your marketing and branding campaigns.

When you have a good product ( candidate, in this case) the job is half done. But the rest is all about determining the right campaign strategy and formulating the correct message. Something that requires critical thinking and creative communication. And this is why political parties, despite being major brands, need the expertise of branding and advertising companies.