The emergence of social media with users who are so massive used by political actors to market programs and vision & mission ahead of the election took place. One of the political actors is Ahok - Djarot, a very controversial candidate at DKI Jakarta governor election 2017. This study aims to analyze the campaign strategies of Ahok - Djarot at DKI Jakarta governor and vice governor election 2017 in social mediaincluding facebook, twitter, and instagram. The literature review used is political communication, political marketing, campaign strategy. The research method used in this study is qualitative approach and descriptive-analytical. While the method of data collection using observation, interview. Some follower Ahok - Djarot taken based on snow ball sampling as supporting data. Data analysis technique is qualitative data analysis using comparison method consisting of data reduction, data presentation, and draw conclusion. The results of this study indicate that the previous successful team did not conduct market research on social media users in DKI Jakarta. The tweet performed by successful teams, buzzers, artists, and other supporters is losing competitiveness with the supporters of his opponent who always display the symbols of goodness, Islam, hijab combined with white dress. This is because Basuki Tjahaja Purnama is a minority, and has a tough attitude with a loud style of speech. Programs that have been realized not so much attention, but the more dominant religion & rasical issueat DKI Jakarta governor and vice governor election 2017.