The underdog effect and social media

Social media platforms have removed many of the entry barriers for global communications and global brand marketing. It is as easy to create and manage a twitter feed if you are a micro-organisation as it is if you are a global player. In the social media sphere the political outsider can compete on a par with the frontrunners. What is needed are the skills to craft a message that appeals within the social media sphere. But removing barriers to entry does not necessarily level the existing playing field: it sometimes tilts the field against the established players