Fast-forward to 2014, and nine years later, digital platforms rule the roost. From giant corporations to publishing firms, from political campaigns to social causes, digital platforms seemed to have penetrated every nook and corner of an individual’s as well as a collective’s life. So much so, that a selfie clicked with Mayor Rob Ford held more clout for his re-election team, than news papers reportage itself. It lent to the public the perception, that Ford was one among the regular people, and made him more relatable in the public eye, thereby, lending him more credibility to his political campaigns (Deighton 2014). Which is why Ford’s announcement of not running for the mayoral post on account of a tumour detected in his abdomen, resulted in a barrage of tweets and other social media expressions containing mixed reactions of sarcasm as well as regret (Perkel & Babbage 2014). This goes on to show that digital platform is the new, cost-effective way to gauge public image in a world increasingly growing impatient and looking for quick responses.