McSally has another cause for concern from her challenger Mark Kelly. His social media presence is immense in comparison to her own: see, for instance, his Twitter. Kelly has nearly as many Facebook followers as McSally’s entire social media footprint. Just Kelly’s Insta Shuttledrkelly equals McSally’s entire footprint.
I don’t know for sure, but maybe some smart academic or consultant has measured whether a dominant social media presence over your opponent actually delivers the votes; I don’t think it can hurt, is all I’m sayin’.