Politicians have started to use social media more often. As such media induce personal campaigning, one might expect more personalization to follow. We explore what type of personalization social media stimulate, whether this is different for Twitter and Facebook and analyze the role of parties. We make use of quantitative and qualitative data about the Netherlands (2010-2014). We find that while theoretically the impact of social media may be big, in practice it is fairly limited: more presidentialization but not more individualization (though Twitter might increase the focus on other candidates slightly). The difference between theory and practice seems largely due to the parties. They adopt a very ambiguous stance: though they often stimulate candidates to use social media, they want to keep control nonetheless.