Convergence of media has enabled the flow of content and information through various media platforms, and development of social networks in the 21st century has changed the way of communication, sharing content, advertising and access to target groups, including political ones. Low costs, possibility of choice, a large number of users and easy access are some of the reasons why social networks have become a place of lobbying and attracting audience. Interactive new media and their multidirectional communication are the most popular form of communication today, and the convergence of media is an ongoing process which shapes our present and our future. New media are characterized by digital form, multimedia, interactivity, hypertext and cyberspace, and with the development of the Internet came the idea of electronic or cyber democracy. Internet as a new medium becomes more and more important in representing and establishing the politicians who thus prove their modernity, progress in communication and the desire to get closer to citizens. Ease of use and a large number of features that are provided by many social networks are used to present political candidates not only as politicians, but also as family persons. This work explores the phenomenon of the personalization of election campaigns in the elections for president of the Republic of Croatia 2014/15 to see how much and in which way Croatian politicians use social networks (Facebook) to approach citizens and gain the trust of the electorate.