To add some more color to your comment... Yes there is a difference between what and how Obama used social media and how Trump did. Obama used social media on a "positive" way, using it to get word out and getting people to the polls and voting. Trump used social media on a "negative" manner. Stirring up and spreading FUD, anger, and division... Working to discourage people from voting. I wouldn't doubt it if the FB data was cross referenced with voter registration rolls to challenge and remove people likely to vote Democrat or for Hillary.