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Exponential development in technology and social media over the past four years has allowed us to see political campaigns through a different light, shifting conversation and debate into the hands of the people. This year, scholars, media, and the campaigns themselves have utilized unprecedented amounts of data to look beyond the polls in order to cultivate strategies and tell compelling stories. This panel takes a look at how social data has impacted our ability to understand sentiment, make predictions, activate the people, and devise strategies impacting a presidential campaign.