The real goal of any political campaign conducted by political parties is to win elections, victory in the political market is achieved by a well-designed and implemented marketing campaign. Social media also play an important role in efforts to attract such voters to a particular political option In general, social media in the election campaign is definitely at the forefront of performing the following tasks: organizing and mobilizing, raising money for the campaign, being a source of information for the media and voters, and especially serving to build relationships and address target groups. New social media platforms have changed the modalities of communication because of their ability to realize interaction. In such an environment, voters are no longer just the object to which the marketing message is addressed, but also become active subjects, thus possessing the potential to participate in public speaking, and influencing the shaping of some elements of the political marketing mix. An empirical research was conducted in the paper, which aimed to determine the influence of political marketing on social networks on the choice and preferences of voters. The results unequivocally indicate that the audience behaves passively in relation to political messages on social media, and it can be stated that there is an untapped potential of social networks in terms of getting the audience to proactively seek information. Nevertheless, the results of the research show that social media can play a role in changing attitudes towards a political party, politician or some political issue during a campaign.