And when Joe Adame supporters checked live Twitter updates from @callerdotcom throughout the day to see updates posted 15-20 minutes before the local live television coverage could announce them, it was clear that social media had earned a new persona in Corpus Christi.

One night, not long after my day job had a serious sputter, I sat on the phone with Penelope Trunk, trying to figure out my next move when she spits out the most preposterous idea. “You should be doing social media, Holly,” she says matter-of-factly, as if she’s been reading my tea leaves. “You do it all already. Just start a blog and round out your resume with some bullets by offering to do some social media campaigns for local businesses and friends.”