This election season has not been easy on Jeb Bush, and the Internet isn't making it any easier. To kick off a campaign tour this week, the Bush campaign debuted its new campaign slogan, "Jeb Can Fix It," and well, it seems Jeb now has one more thing to fix.

The good news for Bush's social media team is that the hashtag quickly began trending on Twitter. The bad news is it was mostly because of Tweets like this:

And memes like this:

This slogan-jacking shows just how difficult it has become for political campaigns to control their own message in the digital age. It's no longer just up to the campaigns to steer the conversation and their opponents to counter it. Now we can all play a role in spinning the new narrative, which dramatically changes the power structure in campaigns.

That's why this election cycle, the candidates who have had surprisingly successful online campaigns aren't necessarily the ones who have had the most savvy slogans and advertisements. Instead, it's candidates like Bernie Sanders, who has won over an online audience by embracing #FeelTheBern, a slogan created not by his campaign, but by his supporters. This approach has been key to Donald Trump's Twitter success, too. His feed, unlike most candidates', is filled with retweets from his supporters. In other words, Trump lets them do the talking (at least some of the time).

For political operatives, this is a new way of doing business, but it's key to winning the race online. Campaigns can no longer spoon-feed the story to the public in newspaper op-eds, television ads, and Sunday morning talk shows. Instead, they need to elevate the voices of their supporters and turn them into the story.