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We spent two years and about $400 million trying to build up a capacity to predict people’s behaviors and match that with social media, the final 96 hours of the 2012 race, a majority of Americans, for the first time since 1972, went to the incumbent. And when you ask them why: 76 percent of those said because their friend or family member talked to them on social media and told them why they had to support Barack Obama.