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From what I've seen Romney *is* actively trying to expand his reach on Facebook in some of his posts. One of his most engaging Facebook posts recently invited people to "like" the post and help them reach 7 million: https://www.facebook.com/21392801120/posts/10151059900081121 He did the same thing in early September inviting people to help him reach 6 million likes: https://www.facebook.com/21392801120/posts/10151042320786121
I'm confused by "Furthermore, using social media doesn’t cost the customer a penny – unlike many call centers."