Political parties using Facebook ads have a powerful capacity to hone their messages. Unlike in the past – where expensive and hard-to-organise focus groups were the only available space for parties to test their messages – today all the political parties engage in what marketers call A/B testing (aka multivariate testing). Political parties have never had it so good, as it’s ‘us’ (the users), who help make this happen. Today party campaigning is Janus-faced, and a fantastic