Social media means simultaneity of action and reception. This significantly increases the pressure on candidates for political office: there is practically no room for error when dealing with one's own public image. Social media was therefore a key factor conditioning success in the 2021 federal election. Although parties and politicians have recognised the relevance of social media in principle, when it comes to resolute and professional implementation, they have, however, failed as yet to have fully grasped the importance of social media, as the 2021 election campaign has shown.