Barack Obama’s victory in 2008 was due to the advanced application of the social media complementing the tradition of ground games, like door knocking and a phone bank. Mr. Obama also mentioned in his recent book, interestingly, A Promised Land, quote, “What I couldn’t fully appreciate yet was just how malleable this technology would prove to be, how quickly it would be absorbed by commercial interests and wielded by entrenched powers, how readily it could be used not to unify people but to distract or divide them, and how one day many of the same tools that had put me in the White House would be deployed in the opposition for everything I stood for,” end quote.