Right. Dig into campaign actions and - as an example - it looks a lot like the trump campaign won wisconsin with robocalls more than with social media.

Hard to tell for sure, of course, but the recent blanketing of facebook with political advertising doesn't seem to have achieved that much except for buying Brad Parscale a ferrari.

Social media does presumably have some effect but I'm not sure how you'd tell how much/how little compared to other approaches for reaching people.