The significance of social media in shaping political campaigns lies in its ability to facilitate widespread communication and engagement with the electorate. It allows candidates and parties to directly connect with voters, bypassing traditional media filters. Through platforms like Twitter and Facebook, campaigns can share messages quickly, respond to events in real-time, and mobilize support. Additionally, social media enables targeted advertising based on user data, increasing campaign efficiency. However, it also poses challenges, such as the spread of misinformation and manipulation, which can affect public perception and trust in political processes.