Social media, specifically Facebook, could be the crucial platform and news distribution system that will determine the next Philippine President in 2016. Traditionally, the incumbent President has the upper hand in choosing an anointed one. It worked once in 1992 when outgoing President Cory Aquino endorsed her Defense Secretary Fidel Ramos in a controversial move that split the administration party. In 1998, President Ramos supported close ally Speaker of the House Jose De Venecia Jr. but the movie star Joseph Estrada won. In 2010, President Gloria Macapagal Arroyo raised the hand of her Secretary of Defense Gilbert Teodoro in a move considered to be a “kiss of death” and true enough Teodoro fared miserably (landing at fourth place) compared to the winner, current President Benigno Aquino lll. Today, as the popularity and satisfaction ratings of Noynoy Aquino continue to fall due to among others, the Mamasapano incident, the slow Typhoon Yolanda rehabilitation, the Supreme Court losses regarding the PDAF and DAP pork barrel funds (both declared unconstitutional) and a general belief in his incompetence, presumptive Liberal Party nominee DILG Secretary Mar Roxas may not necessarily gain votes by being associated with and endorsed by P-Noy. On the other hand, the ties that bind the two (Roxas gave way to Aquino to run for president and slid down to run as vice-president but lost) are “strong” so Roxas may be stuck with an endorsement from a lame duck president.