Politicians need online reputation management because their reputation can greatly affect their ability to be elected or re-elected. Online platforms, such as social media, allow information about a politician to spread quickly and widely. This can include both positive and negative information, and it can be difficult for a politician to control the narrative about themselves. Online reputation management allows politicians to monitor and address any negative information about them online, as well as promote positive information, in order to maintain a positive image and build support among the public.

A study by the Internet and American Life Project at the Pew Research Center revealed that 66% of adult social media users have used platforms like Twitter or Facebook to support their political views. Additionally, one-third of these users have used social media to motivate others to take action on a matter that is important to them, socially or politically.