The White House Twitter Feed ImageThere’s no question that The White House knows its way around social media—President Obama’s “four more years” Instagram tweet quickly became the most liked and shared message in history.

Of course, officials like the President don’t just use Twitter and Facebook to post adorable pictures of themselves and their families—they also use it to drive strategy and influence policy. And yet, as we’ve seen in the past, social media is an unwieldy animal that many political groups struggle to master.

Exactly one year ago, The White House used Twitter to push an effort to extend a “payroll tax cut” that affected millions of Americans. That effort ultimately proved successful, but now Obama faces a new and potentially bigger challenge involving the much-discussed “fiscal cliff” that would result in massive spending cuts and the elimination of George W. Bush-era tax cuts if not addressed by congress before the New Year.

Obama recently debuted the hashtag #My2K, named for the approximately $2000 in yearly tax increases that would theoretically affect millions of middle-class Americans if congress doesn’t act. He tweeted his millions of followers encouraging them to offer personal stories of what that $2K might mean to them and their families—and to direct those messages to their representatives.

Sounds like a well-planned PR strategy—but will it work?

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