Social media will "definitely sway who becomes our next president," despite reports that social sites play second fiddle to conventional news sources when it comes to shaping U.S. political discourse, Andy Kessler writes. Twitter and Facebook are subtle tools, allowing campaigns to quietly target key influencers rather than simply broadcasting their message, Kessler writes. "The greatest effect of social networks on Election 2012 will take place behind the scenes," he writes.

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