In another year or so, the media and the public will no doubt assess the entire two-term Obama administration to determine its chief successes. But one success that even the U.S. president’s critics have never denied happened before he was elected: his ability to leverage the Internet to engage voters. Back in 2008, his campaign particularly resonated with younger voters, who dominated the use of platforms like Facebook, YouTube, and Twitter — and those same voters probably still haven’t ever called a government representative on the phone.

Now social media is widely embraced across all demographics. So with the 2016 U.S. presidential election heating up — and even more imminent presidential elections in Guatemala, Belarus, Argentina, Tanzania, Haiti, the Philippines, and elsewhere — how are politicians around the world leveraging online engagement today? After all, if customer experience is about surprise, delight, and proactive anticipation of customer needs, then surely being able to woo and stay engaged with constituents is the ultimate test of effective CX.

With that in mind, here are six ways that politicians have learned to tweet, post, and blog their way to winning the hearts and “likes” of voters:

1. Talk All The Time

Some marketers agree that 7 to 10 tweets per day is typical. Combine the frequency with the relatively low-cost of social media and the ability to communicate almost constantly — and you have built a cost-effective communication machine. Governor Rick Perry of the U.S. recently used Twitter to solicit donations from voters twice in 8 hours. That may be okay to do on social media, but it’s over the top if you’re calling voters by phone, even if you’re only calling to remind them to vote. In the U.K., politicians have gone from being unable to talk at all (political TV advertisements are legally prohibited there) to being able to talk to their heart’s content on YouTube, where they have both ads and videos. They also get real-time feedback on which ads are working by recording how many people click the “skip ad” option.

2. React In Real Time

Like any customer support channel, the faster that companies can respond to their customers in the age of instantaneity, the better. Now politicians can announce their reactions to major legislation or current events in mere moments, not hours. U.S. Minnesota Congressman Keith Ellison posted his response less than an hour after the Supreme Court decision regarding gay marriage was issued. Bonus points? To further amplify your message, create a catchy hashtag in a post that voters will embrace and retweet. Responding to the U.S. Supreme Court’s ruling on gay marriage, Obama’s #LoveWins gained over 450,000 retweets.

The second most-followed politician on Twitter after Obama, Indian Prime Minister Narendra Modi — whom The New York Times dubbed “the Social Media Politician” — recently joined China’s own microblogging service, Weibo, to engage in a little digital diplomacy one week before a visit to China. He gained 33,000 followers within days.

3. Target Voters More Effectively

The Conservative Party in the U.K. spends more than £1 million per year on social media. By using their list of all party members’ email addresses with Facebook’s ad-targeting features, they can target ads to only those users who are members, whether they’ve “liked” a Conservative Party page or not. While this might help remind their existing voter base to get to the polls and stay aligned with the party’s message, smart politicians might choose to expand their reach to target those aligned with opposing parties as well — albeit carefully.

During Brazil’s elections last fall, the situation grew heated when presidential candidate Marina Silva accused her opponent, the incumbent president Dilma Rousseff, of using paid government employees to launch an all-out smear campaign against her on social media. Considering that Brazil is the largest Facebook-using population outside of the U.S., it’s no surprise that its politicians have seized every opportunity to engage voters over social channels. As Brazilian political marketing consultant Alberto Valle told the BBC, “The person who wins the election will have managed to transform social media into a communication platform with the electorate through engagement and continuous interaction.”

4. Make It Mobile Friendly

According to a Pew study, 28% of people followed political news on their smartphone during the 2014 U.S. midterm election. Mobile-friendly apps like Facebook, Twitter, and Instagram ensure those in politics that campaign messages are sent in a format that is platform-appropriate and responsive, or able to reconfigure itself to a tablet or phone’s screen size. Poorly formatted emails and antiquated political websites are at risk of poor translation over mobile.

If you decide to build an app for that instead, make sure that it’s both useable and useful. India’s Prime Minister Modi released his own app in June — complete with informational charts, articles, and games — to incredibly positive reviews, despite receiving some criticisms that the app is too self-promotional.

5. Listen To Comments From The Public

U.S. Congress members take note of trends in Facebook posts and Twitter comments. And they take note fast. In one poll, 75% of respondents said senior staff takes note of an issue if they see 35 or more social media comments; 35% said it took less than 10 to react. Apparently, voters also understand that a social media conversation gets a better response from their representatives than old-fashioned phone calls to their office. The Obama administration’s “We the People” initiative, soliciting questions and petitions directly from the public online, has been hugely successful at helping citizens feel directly engaged with their democracy.

This week in Greece, many of the majority who voted No in the EU bailout referendum took their victory celebrations to Instagram, where austerity-supporting politicians at home (and in Berlin and Brussels) could see and hear their sentiments, loud and clear. And the outpouring of support for the financial woes of Greece on the crowdfunding site Indiegogo has garnered attention worldwide.

6. Understand Viral Communication

Hillary Clinton’s U.S. presidential campaign announcement resulted in 4.7 million people generating 10.1 million interactions in the form of likes, posts, comments, and shares. U.S. Representative Ted Cruz of Texas had an even greater response, generating 5.5 million interactions regarding his announcement from 2.1 million people. Basically, politicians are understanding that the Internet facilitates a dialogue and reaches a lot of people, whereas a phone call reaches only one person at a time. Although some may need a little time to catch up. U.K. Prime Minister David Cameron, for example, has done a complete turn-around from his infamous 2009 comment that Twitter was “too instant” and politicians risked becoming “twits” by using it. Now, @David_Cameron has more than one million followers. Not bad for a PM.

In a recent survey, 63% of polled U.S. Congressional senior staff said they expected social media to trump email and phone calls in the coming years. More and more politicians are clearly understanding and embracing the changes, especially with Millennial voters increasingly in campaigners’ crosshairs. Just as John F. Kennedy is credited with understanding the true impact of television on politics, so has the 2008 election taught elected officials that the Internet is king. Or president.