It used to be that if you wanted to campaign for your candidate, you had to rely on the “holy grail” of tri-media: print (whether broadsheet, tabloids, or magazines), radio, and TV. It was traditional media that I was an expert in; that’s my background. But the times were changing – as I was feeling the pulse of the Philippines on a possible Duterte Presidency, I was also feeling the pulse of this emerging field of social media, and how it can be used to not just get your message out there, but to actually amplify it.  It wasn’t new per se, but Facebook back in 2016 was the game changer – specifically, free Facebook.  In 2016, Facebook offered free access to its users. This