“It’s an incredibly powerful weapon,” said Caleb Gardner, a volunteer from the 2012 Obama for America Campaign who went on to oversee Obama’s social media strategy during the president's second term. “It’s not just the number of followers. You’ve got his ability to get media attention. His endorsement of Joe Biden set records in the number of people who shared it. The biggest hurdle for a campaign is to break through.” …
“Every cycle, what’s possible becomes different. The world changes,” said Gardner, who now runs 18 Coffees, an innovation and change-management consulting firm in Chicago. “That’s just the nature of campaigns.”