You might call it the Facebook Election.

Many voters are “cutting the cord” from cable TV, and candidates and political organizations are turning to Facebook to attract Virginia voters in Tuesday’s legislative and local elections.

It is no surprise why advocacy groups and politicians are turning to Facebook. It’s the most popular social media platform and can deliver ads targeted to users based on gender, age and other demographics — at a cost much less than television.

Travis Ridout.
Ridout

Washington State University professor Travis Ridout says Facebook’s ability to reach a majority of Americans makes it attractive to political campaigns.

“Facebook also allows [a] campaign many different ways to target voters, making it an efficient way to reach desired audiences,” said Ridout, who teaches government and public policy.

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