After Obama there was and is still much hype about the fact that Obama has won the elections thanks to the web. Which is pure bullshit of course. It makes the communications over such a big geographic location with such dispersed voting blocs more professional and easy but it didn't switch or make the election.
What made the election (besides the fact that the Clinton campaign was chaotic) was in fact that in the primaries he had the best field workers on the ground everywhere and was using every internal administrative trick in the book to get every delegate he could. If you looked behind the hype you could see that during the fight with Clinton it was not about the web, it was about the very local rules about the local primaries and delegates. For those who have read also his biographies in those newspapers at the same time, he won his senate seat the same way. He is known to be a street fighter in politics with much more attention to policy and rules and dealmaking than to soundbites and speeches. Those were different, but they didn't make his victories.
But all those things are lost after an election and only the rethoric and the drama are kept in history.
So some journalists say that this election here will be decided by twitter and facebook and the web and the candidates are all losing time and effort on those things in the hope of getting some attention (and dream about the votes). But this is not important. For the moment it seems like "this is not an election' because it seems as nobody really cares about this election on the surface.
The political parties have their facebook and their twitter but the number of friends on these is just absolutely ridiculuous in comparaison with the web2.0 hype.
CD&V has a bit more than 1000 friends (the greatest party in fact)
and Vlaams Belang who has much more leverage on the web than in the mainstream media has about 5000 friends (but many more voters)
Facebook ? Who cares ? Just an addendum not something to lose your time on when there are a lot of other activities that can have a real impact.
It is much more important to have a really good integrated website and extranet to keep your message and actions coordinated and professional.
The rest are drops in the ocean. You have no idea what it will add to your popularity and what the risks are.
It will only explode if you can make your message the center of the electoral debate. And here again, the main center of action is OFFLINE not online. Your Online success depends totally on your OFFLINE success and not vice versa. Whatever the smart marketeer wants to tell you.
And the same goes for a lot of other stuff and products.