Unprecedented ways of political marketing strategy were used during Obama campaign in 2008 and 2012, and one of them was the use of social media. My final paper will focus on issues and effects of these social media uses on the voters. Since not too many studies on 2012 election have been released, I am going to mainly focus on 2008 election. Very small part of the paper will address the year 2012. I will be answering questions such as What are the factors that affected public opinions of Obama during the campaign? What kind of strategies contributed to his victory and how did they affect the public? What are the messages that Obama administration tried to convey? There are various factors that might have contributed to his victory such as cultural, psycholgocial, societal, and natural factors. But the main focus of the paper will be around the questions of How Obama campaign in 2008 and 2012 marketing strategies has targeted people’s emotion? How did build the sense of having “community”? The analysis of the impression of Obama, his image, and our perception of him that were built and created through strategies and marketing during the 2008 and 2012 campaign will be done using the readings of Granovetter’s Weak Ties and Ahmed’s Cultural Politics of Emotion.