President Barack Obama is deploying just about every trendy social media tool to promote the century-old ritual. And while the State of the Union address remains a major TV event, topping both the Emmy Awards and World Series in viewership, the numbers have decreased steadily over the last few decades.

The campaign includes Google Hangouts and Facebook chats by Cabinet members and senior administration officials, a flood of advance Twitter messages under the hashtag #InsideSOTU, and an “enhanced” web live stream of the speech with graphics and data amplifying Obama’s themes.

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