Did you know that the 2012 Presidential Election will be the most expensive in U.S. history?

Collectively, President Obama and the Republican candidates have raised hundreds of millions of dollars for their campaigns. The online advertising spend for this election has increased seven fold since 2008, with the bulk going into display advertising, email and paid search.

But it may be the candidates’ use of a relatively inexpensive medium – social media – that pushes them towards victory in November.

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