As 2015 wanes, candidates campaigning for the United States Presidential bid have increasingly used social media to promote themselves. Both Republicans and Democrats alike have been finding new ways to use the likes of Instagram, Facebook, and Twitter to connect with the American people and convince them that only they are worthy of the Office of the Presidency. The nation’s greatest popularity contest has taken the country by storm.

You might think using social media is childish. Indeed, we have seen the unimaginable—selfies with Kim Kardashian, “explain your feelings in three emojis,” late-night Twitter outbursts against news anchors—all from people who aim to run the United States. No sense of campaign decorum matters now. Americans, by and large, like people who connect with them personally, even if it means sacrificing “professionalism.” Besides, most voters use social media daily—and they want to see a candidate who is like them… and knows how to please them.

Like every innovation, social media campaigning comes with a caveat. Even the most savvy users make mistakes. Whether it be an error in content, spelling, or tone, social media mistakes can be disastrous for a reputation. Add the onus of a Presidential bid to that equation, and political social media becomes a very risky business.

Can the social media fuss over the next presidential election boost your own online exposure? Maybe. But, remember the risk factor. For instance, you could polarize your followers with a politically charged message or publicly embarrass your business with a mistake. Find out more about that from our article here. Social media is a powerful tool, affecting everything from your business’ success to the upcoming Presidential election.

While the ultimate deciding factor in the presidential election will hopefully NOT be who has the best selfie, social media will undoubtedly continue to be a major component of the 2016 presidential elections, and an interesting measure of which candidates can really “connect” with the people.

See The Hill for more.