Barack Obama acknowledged his victory last Tuesday by sending a tweet to his followers and posting a “hug” photo with his wife on Facebook. The result was the most liked and re-tweeted post in the history of the Internet, and further proof of the power of social marketing and media. Just consider this simple fact: in 2008 there were roughly 1.8 million tweets generated on election eve. This past Tuesday over 31 million tweets flooded Twitter. This year’s campaign also saw a 250% increase in digital advertising, mostly in online video and social networks. However, it wasn’t just the increase in tweets and media spend, it was the approach to using it that was most notable.