From the New York Times
By Jenna Wortham
In 2012, it is not enough for candidates to shake some hands, kiss a baby or two and run some TV ads. They also need to be posting funny little animations on the blogging site Tumblr.
If the presidential campaigns of 2008 were dipping a toe into social media like Facebook and Twitter, their 2012 versions are well into the deep end. They are taking to fields of online battle that might seem obscure to the non-Internet-obsessed — sharing song playlists on Spotify, adding frosted pumpkin bread recipes to Pinterest and posting the candidates’ moments at home with the children on Instagram....
Coye Cheshire, an associate professor at the School of Information at the University of California at Berkeley, pointed to another motivation for such seemingly trivial online updates.
“It is important for people to know whether or not a huge political figure shares the same taste as me,” said Dr. Cheshire, who studies behavior and trust online. “And creating a playlist on Spotify is part of what makes them seem more human.”