Each presidential candidate has used social media differently. Has it helped or hurt them? Is social media effective?

That's a great question! I think social media is effective to get broad reach and exposure to lots of opinions, but I'm not sure that the candidates always get the results they intended. Each social platform has its own dynamic and topics run their own course. Even with the best social media strategies, there's a lot of uncertainty as to how posts are shared or interpreted. At the end of the day, though, the direct connection to lots of followers probably helps the candidates,

That is right on. When the social media does not report or cover alnews - ie Joe Biden's son taking money from the Russian Mayor and the Chinese - millions of dollars when the son had no expertise in the company, Burisma, and Joe Biden will not answer questions directly - something is very very wrong. Also, when Twitter, Facebook and Google censor people's conversations - it is not what Freedom of Speech in this country is all about.