How social media will influence this campaign
© Greg Nash

A recent series of polls shows that the race for the Millennial vote between Donald TrumpDonald John TrumpAccuser says Trump should be afraid of the truth Woman behind pro-Trump Facebook page denies being influenced by Russians Shulkin says he has White House approval to root out 'subversion' at VA MORE and Hillary ClintonHillary Diane Rodham ClintonWoman behind pro-Trump Facebook page denies being influenced by Russians Trump: CNN, MSNBC 'got scammed' into covering Russian-organized rally Pennsylvania Democrats set to win big with new district map MORE is tightening. Clinton leads Trump by just five percent nationally, down from a gap of 24 percent in August. 

As the campaign nears its end, what could the Clinton campaign do over the next seven weeks to re-energize Millennial support? On the flip side, what could the Trump campaign do to continue closing, if not completely eliminate, this gap?

The answer lies in social media. It’s the place where younger voters get their start politically. Social media makes it easier for candidates, parties, and political groups to invite college students to participate in elections, both on and off-line.

In researching our book, Web 2.0 and the Political Mobilization of College Students, we found that simple actions like “friending” a candidate or joining a group on Facebook or on Twitter leads to higher levels of participation. A college student who friends candidates or joins groups online engages in one to two additional civic activities away from the internet. These activities would otherwise not have taken place if this student had not friended candidates or joined groups online at all.

This means a college student who “friends” candidates or follows them on Facebook is more likely to participate in other civic activities on social media. This person is more likely to blog about politics, and follow candidates on Twitter.  And, if this student blogs about politics, then they are more likely to tweet about that subject, too.

In 2008, Barack ObamaBarack Hussein ObamaOvernight Energy: Dems ask Pruitt to justify first-class travel | Obama EPA chief says reg rollback won't stand | Ex-adviser expects Trump to eventually rejoin Paris accord Overnight Regulation: Trump to take steps to ban bump stocks | Trump eases rules on insurance sold outside of ObamaCare | FCC to officially rescind net neutrality Thursday | Obama EPA chief: Reg rollback won't stand Ex-US ambassador: Mueller is the one who is tough on Russia MORE’s campaign recruited college students through social media to campaign on his behalf. Thousands of students became a key part of his campaign’s door to door efforts. His efforts were also successful in 2012, helping him to capture 60 percent of the under-30 vote nationally, compared with just 37 percent for Mitt Romney.

As the Obama Presidency draws to a close, other candidates are learning how to mobilize college students as a powerful political force. Bernie SandersBernard (Bernie) SandersDems ponder gender politics of 2020 nominee 2020 Dem contenders travel to key primary states After Florida school shooting, vows for change but no clear path forward MORE capitalized on this in 2016 by crafting part of his platform around issues like free college that uniquely affect college students and recent college graduates. He held events at many college campuses around the country (including the one at which we work) and attracted crowds that included thousands of students.

The number of social media platforms and the opportunities they offer to participate in politics have increased dramatically in the last eight years. Candidates are using a variety of social media platforms to reach out to voters, gain their support, and ask for their help.

And, the evidence indicates that it works, especially for mobilizing young voters like college students. In late July, the Donald Trump Campaign posted a Reddit AMA (ask me anything) to get younger voters interested. And, the Hillary Clinton campaign has an app that gives users daily tasks that will help her get elected, a useful guide for pro-Clinton Millennials.

Recently, Michelle ObamaMichelle LeVaughn Robinson ObamaMichelle Obama celebrates success of ‘Black Panther’ How textbooks shape teachers — not just their students Michelle Obama dedicates Valentine's Day playlist to Barack Obama MORE offered a telling statistic at a campaign rally for Clinton at George Mason University. “In 2012,” the first lady said, “Voters under the age of 30 provided the margin of victory for Barack in four key battleground states.”

She is right. The Millennial vote could tip the balance in key states. But it will not happen automatically. Campaigns have to purposefully reach out and engage them.  Our advice to the Trump and Clinton campaigns is this: if you want to reach college students and young voters, up your social media game.

Kenneth W. Moffett and Laurie L. Rice are associate professors of political science at Southern Illinois University Edwardsville and members of the Scholars Strategy Network. Together, they have written a book entitled Web 2.0 and the Political Mobilization of College Students.

The views expressed by contributors are their own and not the views of The Hill.