Social media in this year's presidential campaigns

Given the millions that presidential campaigns spend on marketing for each election, it is not surprising that they are now turning to social media to reach younger voters in their own habitat. I found a few points particularly interesting:

• Both campaigns rely heavily on supporter-generated pictures, slogans, and the like (as opposed to generating their own material). 
• The article states that Obama's Facebook posts generate up to 70,000 likes and/or shares; vs. Romney's Tumbler posts that rarely break 400. This likely speaks to the generation differences between Obama and Romney supporters.
• The returns of these social media strategies are not easily quantifiable, but everyone seems to agree that *not* engaging in them is even more risky. It would certainly be interesting to see how effective social media is on peoples' choices, and I am sure that we will see even more in 2016.

Read the full article in the New York Times.