Watch out Wednesday!
That's when the US Presidential race is finally over after a year of intense campaigning. And, when there will be a vast outpouring of analysis on how the successful candidate used social media to support his bid.
Both the Romney and Obama teams have extensively used social media to engage Americans through Facebook, Twitter, Youtube and other platforms. Early on they took heed of research showing social media users are more politically active, more issues-oriented, better connected and contribute more money than non-users.
At least that's the view of David Almacy who spoke on social media in the US Election at the recent PRSA Conference. Almacy a senior executive of Edelman PR and a member of the Republican digital media team at the party's Convention in August, gave an engaging presentation, particularly for the few non-Americans in the audience.
He believes both parties have used online channels to push out information, take the pulse of voter sentiment and draw people to candidate websites where they are invited to volunteer their time and money.
What's missing of course is talk about engaging in real dialogue. It seems minor candidates are more likely to engage in two way conversations than the two major parties, who remained focused on pushing out messages on an almost industrial scale, in the hope of avoiding journalistic filters.
Almacy also noted those participating in social media do not necessarily increase their political knowledge because most of the chatter has amplified traditional media coverage of events and issues.
An August article on the impact of social media on elections in the US publication The Atlantic reached similar conclusions.