Now we're going to analyze factors driving electoral campaigns online. We will start with continuation of actors of digital campaigning. Who are the actors and what is their political behavior? The key participants of Internet-based campaigns could be divided into two groups. The first one can be characterized as a primary group. This group includes message senders. Who are those message senders? Political hopefuls, individual candidates running for certain positions, or corporate candidates, political parties, or coalitions also running for parliamentarian representation. Who are message recipients in this context? These are voters and in many situations, specific selected groups of voters. Secondary group of online participants of the electoral campaign. These are IT Intermediaries. Who are social media, web providers. Service providing Intermediaries, they usually represent very multi-facet institutions. They provide consulting services, marketing, and not only technological support to the running hopefuls taking part in electoral campaigns. Why those hopefuls focus on Social Media? This is the next focus of our attention. We'll consider Social Media as a key battlefield for electoral campaign. Let's determine what Social Media is. Social Media is a digital ecosystem that provides for and facilitates generating and sharing of information by building networks and communities. By 2020, 4.5 billion people on the planet are utilizing internet on a regular basis. Four billion out of the whole generation, out of the whole population of the earth, applying Social Media on a regular basis. That means that the number of people who apply the Internet and then Social Media is very high. These are numbers which relate to individual users not to only accounts. The number of accounts is much higher. If we speak about Social Media, we understand that there are different types of Social Media, and they experience different stages of their evolution. Some of them become more popular as some less popular. If we speak about the current situation, the most popular, the most used Social Media is definitely Facebook. Facebookers represent the largest group of Social Media users, and the number of Facebookers. The population of Facebook planet is 2.45 billion people, followed by the population of YouTubers. Those who use YouTube represent 2 billion of the population. It doesn't mean that both groups do not correlate and they are not interconnected. The same people could use the same, and in many situations, they do use many different social media simultaneously. Why Social Media are applied by politicians? Why Social Media are applied by political hopefuls? Why they do not prefer any more to rely on traditional, conventional means such as websites? There is a philosophic and practical explanation. Deficit of trust to official sources of information moves consumers of that information. Queue recipients of political messages to those three sources, which are believed not to be associated with the official sources of information, and in this situation, they would come to Social Media. To the community of news generators, to the community of those people who are leaders of the public opinion, and that says what? There is more trust in Social Media than to official sources of information on a regular basis in a regular situation. There are, of course, fluctuations in critical situations, the balance will anyway shift to more trust, to official sources of information. But what happens nowadays, there is no struggle for facts in the political field, in the electoral environment. But there was a struggle for interpretation, and this is why Social Media users and actually Internet users would go to Social Media for those interpretations. There many facts. There is too much information and recipients of a message they are looking for proper and the most comfortable interpretation for themselves. Campaigners, what they're looking for Social Media application. Campaigners, they tend and they seek to reach a larger audience. They do their best to do it quickly and they save resources. They can see their Social Media as the cheapest way to reach quickly the largest possible audience. How Social Media is used by political hopefuls? Social Media, practical and technically speaking, is an instrument. This is an instrument. Political parties, coalition candidates could use it differently, but we can reveal several major pathways which are applied by those political hopefuls. The first one is, Social Media is seen as a pathway to political news. Politicians or political hopefuls provide political information, provide news through Social Media, relying on Social Media. Not only but mainly on Social Media. Social Media represent very promising and very effective grounds for a political advertisement. There are many services providing political advertisement and there are many consumers. I mean, those who provide this political advertisement for ultimate recipients for voters. Social Media finally, is very instrumental because Social Media, in terms of political advertisement, allows politicians, political parties, or interested groups to focus their political advertisement on specific selected groups of voters. Those groups of voters which are of interest for a certain politician or a certain political party. Here we see the application of political marketing. We should admit that Social Media plays its positive and effective role in this sphere of utilization of Social Media.