How Facebook was used to push voters’ buttons

A common response to the suggestion that a shadowy data firm called Cambridge Analytica harnessed the power of social media to win the Brexit vote for Leave and the White House for Donald Trump has been a determinedly skeptical eye-roll.
Everyone has heard dodgy marketers using catchy buzzwords — neuro, nano, quantum — to give some mundane strategy the air of magic. The “psychographic” ploy of using Facebook personality tests to relentlessly target swing voters with propa