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Since the era of Barack Obama’s presidency, social media platforms have served as a testing ground for politicians to market themselves, reach out to voters, and generate online buzz. And it seems, the more they’re willing to spend, the more experimental they can afford to be.

The latest politician to foray into the social media sphere, in a decidedly unconventional way, is Michael Bloomberg, the billionaire former mayor of New York City. Since entering the presidential race in November, Bloomberg’s campaign has poured tens of millions of dollars into a media blitz to promote his candidacy.

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