This reminds me of the 1960 US presidential election where the first television debate between Kennedy and Nixon was held.  They say that Nixon lost the debate and subsequent election because he was not attractive on the new media, putting his sweaty face and 5 o'clock shadow in full public view.  The difference between TV and the Facebook/Twitter world is that it was not divisible into factions for or against a political position.  Everyone watching saw and heard the same thing. The modern internet technology thrives on dividing the public rather than presenting the facts (true or false) and letting people make up their minds form there.