I have never claimed that social media will be a game changer. My view has always been that social media was a tool. I have not spent much time placing social media in the context of the wider campaign. That is something that will come in the next days and weeks. I am trying to stay on top of my university work at the moment, this blog has taken up more than its fair share of time lately. But I do intend to explore the role of social media in the context of the wider campaign. But just like any single form of promotion, it is not the only game in town. I know there are those out there who believe that it can be a wide-spread game changer, like the Internet Party, but I am not one of those. I don’t ever recall saying it is a game changer. The post that Whale Oil links to was meant as a warning to those who claim that numbers alone can show them that they are winning, or making progress.