Political campaigns have learned to use social media to bully, intimidate and spread misinformation.

In politics, winning is everything. And the political consulting industry scours the victor’s tactics so they can be sold in the next election cycle, whether they worked, were happenstance, or a mix of the two.

Exhibit A for this dynamic is the 2016 Trump campaign’s use of digital media, especially Facebook. In late February, President Trump named Brad Parscale, his digital director, as his 2020 re-election campaign manager. In the meantime, Parscale has been helping the Republican Party raise millions from small donations online.

“It begs the question, why don’t more campaigns have their digital consultant serve as their campaign manager,” wrote Peter Graves, a media consultant and ex-RNC regional political director for the trade publication, Campaigns and Elections. “After all, most federal campaigns are doing the majority of their voter contact now online. Moreover, digital is the only space on campaigns that collaborates with every department.”