Facebook, tanking credit for electoral victories? Eh?
"Brexit does not yet appear among Facebook's list of electoral success stories – although it does list ... along with victories by Canadian Liberals,"
Eh? A quick google of news stories related to the last Canadian federal election has them saying that digital media had little or no influence on the outcome of the election. For example: http://www.cbc.ca/news/politics/canada-election-2015-social-media-1.3277007 ( Social media's significance oversold amid election hype ).
Very few people (single digit percentages) in Canada do anything political on Facebook. Those who do are mainly people who are already deeply committed to a point of view and unlikely to change their minds regardless. There's also no evidence that social media had anything influence on voter turnout.
What decided the last election was that the Liberals, the party that has ruled Canada for most of the past century, got their act together again after years of backstabbing and infighting, and allowed voters a palatable choice for ejecting the deeply detested Harper Conservatives (the Harper faction being so deeply detested that prominent mainstream Conservatives came out openly against him and asked their supporters not to vote for the party).
Journalists rely so heavily upon Twitter for their news releases that they over-estimate the influence that social media has on everyone else. This isn't just my opinion, this is what journalists themselves had to say about it.
Facebook is simply hyping their supposed influence in an attempt to sell more ads. Shock! Horror! Purveyor of dubious ads and fake news makes dubious claims about the effectiveness of giving them more money!
Why do they list Canada's 2015 election as a success? Simple, it was a relatively well known recent election where the existing government got tossed out and the result wasn't something so controversial that Facebook was afraid to associate their brand name with it.
Facebook is part of the advertising industry, and it shouldn't be too surprising that an advertising firm makes ridiculous claims in an effort to sell more product.