The Facebook factor in politics: why big ideas are still more important than big data

The long reach of Facebook offers fantastic targeting with nearly 2bn people signed up across the planet and half of them using it daily. In the UK, its influence is also huge: 30m of us are on it. Its sheer size epitomises the power of social media for granular targeting with personalised messaging which leads many to believe that this is now the key battleground upon which political elections are either won or lost.
Expenditure figures from the main parties certainly seem to back this up: in t