Here's How Mobile and Social Are Changing the 2016 Presidential Race

04/14/2015 11:56 am ET | Updated Jun 14, 2015

To say that social media has changed the political campaigning landscape forever is an understatement. Candidates should have a robust Facebook and Twitter presence, followed by a healthy understanding of how best to deploy other platforms like Snapchat and Instagram.

Clearly, voters' media consumption habits have changed and social and mobile is where it's at. Defining your candidate and your opponent is a race of its own, as voters follow every twist and turn on their mobile devices, scrolling their social feeds.

Back in the 2012, campaigning on mobile was more about cool candidate apps. Polling services were focused on being able to build apps that let your supporters do cool things. Looking back, that was just a novelty.

Not anymore. Now voters are using their mobile devices to research political candidates and share information on social media. Example: Hillary Clinton announces she's in, and Twitter says that @HillaryClinton's announcement tweets were viewed over three million times in one hour. Her opponents piled on within minutes.

The battle for supremacy in social and mobile is on. Nobody rests between now and Tuesday, November 16, 2016.

Beverly Macy is the CEO of Gravity Summit LLC, a digital media strategy company located in Beverly Hills, CA. She teaches at UCLA Anderson School of Management and is the author of The Power of Real-Time Social Media. She can be reached via email