This paper examines the unique role and the dynamics of social media in Indonesia’s 2014 presidential election. Social media became an important media in the election, because it allows candidates and voters to engage with one and another. Both candidates, Prabowo – Hatta Rajasa and Jokowi – Jusuf Kalla used and optimize social media as one of their main campaign tools. This change in political campaign in presidential election trigger more participation and interaction from voters. To explore the role and the dynamics of social media this paper will analyze all main social media and the people who directly involved in the social media campaign from both candidates. Social media helps the candidates to analyze their potential voters, communicate with society and also spread their campaign message.

Keywords: Social Media, Presidential Campaign, Indonesia