What does a social media campaign look like on Twitter? The formula consists of three phases. Coming soon: A fabulous event. Today: We’re having a fabulous event (with selfies). Tomorrow: We had a fabulous event yesterday. I would prefer to make my own conclusions about how fabulous the event is, based on the content of messages and not on their number. Three similar phases apply to the Twitter campaigns of political candidates: Vote for Maija Meikäläinen. Retweets of “I’m voting for Meikäläinen” messages, with selfies. Post-election, a thank you from @VoteForMaija, after which the account falls silent. Is this bad? Not if between the three phases the candidate shares other content and conversations. However, if the stream is mere self-marketing, silence would be a less embarrassing alternative. A candidate does not need a separate Twitter campaign if she truly participates in social media between elections—her actions and views are open to continuous assessment. In fact, if support for the candidate comes mainly from party hacks tweeting “Maija is doing great,” it’s not a social media campaign; it’s just spam.