Facebook advertising, meanwhile, can be targeted to people who also like Mitt Romney, or Cracker Barrel, or the Andy Griffith Show, helping campaigns home in on a very select group of users. Candidates also can advertise to people in specific ZIP codes, so they do not waste money on people who cannot cast a vote for them.
And it's cheap.
Cornelius said the Young Republicans purchased Facebook ads in the spring primary race against Democrat agriculture commissioner candidate Walt Helmick. The group spent less than $100, and more than 200,000 people saw the ad.
Chris Stadelman, who is running Gov. Earl Ray Tomblin's re-election campaign, said social media advertising is not a substitute for more traditional means of communication like newspaper or television ads. He said it's important for candidates to have an online presence, however.
"It's certainly somewhere you have to be," he said.
He said Tomblin's campaign is more focused on Facebook than Twitter.
"Twitter tends to be reporters and more connected political types while Facebook has a broader range," he said. "Facebook is still a better way to reach the average voter."
Cornelius agreed. While Facebook was once a playground for college students, Cornelius said he has noticed a significant change in its users.
"Facebook is not for 25-year-olds. It's really become a family album, a 'catching up with folks after church' kind of thing. It's really different than what it was," he said.
Facebook data prove Cornelius and Stadleman's point.
With a few clicks on any Facebook page, users can see how many likes the page has, where it is most popular and what age groups it is most popular with.
Manchin's page is most popular among users 25 to 44 years old while most of Raese's Facebook fans are between 45 and 54 years old. Tomblin's Facebook page is most popular among users 35 to 44 years old, and Maloney is most popular with Facebook users between 25 and 34, and 45 and 54 years old.
McGraw is most popular with users aged 45 to 64 while Morrissey is most popular among 35- to 54-year-olds.
Cornelius said he doesn't worry if Democrats have more likes or followers than Republicans. He said it's more important for a campaign to get its message to the people who want to hear it.
"It lets you generate conversation and generate attention you didn't have before," he said.