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What actually mattered in digital media this cycle

Well, we made it. Election 2012 is history, and now we’re on to a whole new set of political battles. But first, let’s look back at a few things that actually mattered in digital media this cycle.

Facebook didn’t win the election for Barack Obama, nor did Twitter lose it for Mitt Romney. Both campaigns—and thousands of others up and down the political scale—did use social channels to spread their messaging, engage supporters and get them to the polls. But despite the time and money invested in social community management, Facebook ads and Sponsored Tweets at the presidential level, social media was just one of many arrows in the digital quiver.

Read the rest at Campaigns & Elections.