goes beyond microtargetting. they can really look at, for example, there is a feature on the site where they say share your story, tell us about yourself. they are able to use all of those and use very complicated algorithms to kind of look for patterns and to find exactly what you are concerned about, exactly what you want and who you are. >> mike: andrew romano who has been inside. a lot of republicans are maybe thinking this is going to be an easy election. no, it isn't. i want you to understand from our conversation today that not only is it the amount of money but it is the strategic way in which this money is being used in unprecedented ways that will make it one of the most toughest and difficult challenges that any candidate has ever faced. so, whoever that republic is, he is going to be walking into an amazing, extraordinary mountain to climb. and we're going to see a pretty amazing election. thank you very much, andrew. >> thank you. >> mike: we'll keep up with the story. [ applause ] they were brought

just so the audience knows, it's called microtarget where you just don't send a generic letter, vote me and you say a guy is like a gun owner and pro-life and obviously, that's not obama, but, you would send to him and say, i hope you've renewed your membership to the n.r.a. and give another contribution to the right to life. that's what i'm going to try to do when i'm elected. so you're saying that they're cleaning information out of everyone's facebook and google search so when they send a message to you, andrew, they're going to note a lot of stuff about you and target specifically to your interests. >> and know my friends, as well, the power of the social network will do and they turned this year, actually. talking about it as microtargeting, and where they can really look at, for example, if there's a feature on the site they say share your story and tell us about yourself and they're able to use all of those and complicated algorithms to kind of look for patterns and to find exactly what you're concerned about, exactly what you want and who you are. >> andrew romano, and i hope

the only way we turn out and win large numbers -- >> karl rove made the magic of microtargeting. >> when the unions endorse, right, you get everything, you get the office space, the copy machines that people stuff the envelopes, people go door-to-do. >> we get the check. >> mitt romney's win, coming back to alex's point, favorable ratings mitt romney won the primary in suburbs. romney is suffering, battered and bruised by the primary but winning with suburb swing voters, cincinnati, columbus, ohio and that's important in the general election. >> the number that we look at, more than the favorable/unfavorable, trustworthy, that at the end of the day, that's how you make your argument with rotors. >> this is important because, george w. bush, when he ran, he was accepted that he was a conservative, he got to go off and dance with left and went to the naacp and everybody said that's fine, because we trusted him on the issue. there's no trust with mitt romney. he will not have the flexible to go too far to the center, because the right will get very, very nervous. >> it's not and much favora

to hear about politic, but talk to me about the red sox and understanding that, it is called microtargetingck of their minds and sports on the front of the mind, and he is tryingç to conflate the two >> well, scott brown is doing something interesting that you don't see in american politics which is touting the record as a moderate and someone who got things done in washington. the race is interest, because we have talked a lot about the republican caucus being really fractured and sort of shifting sands in terms of right, the magnet magnets moving right, and here in massachusetts, you have elizabeth warren who is a strong liberal candidate and scott brown who is of course a republican, but he is very moderate and it is going to be really interesting to see how the democrats react to that. >> to this local way of doing politics without talking about politics. >> this is the guy who drove in a pickup truck, and remember he won election and a special election, but he won in massachusetts because he knows the state. >> and the thing about scott brown is that, you know, he ran as a tea party c

are using today, suzanne and everybody knows the way to win campaigns is to focus on what we call microtargetly, one tweet and just focusing on twitter is in no way shape or form going to win an election, swing an election, but it's a tool to get to especially those younger folk, the tech savvy folks. a lot of latinos and younger women are on twitter and even the seniors are picking up the social media trend. we are not close to twitter being the one and only campaign tool that can swing an election. but again, a way to get your message out. >> and it's also an interesting thing. i mean, i see not only presidential candidates but there are strategists using it. you can taunt people and i would say even stalk people on twitter in a way that you can't do in other media. it's almost -- you're like a wimp if you don't respond back. if someone puts out a press release demanding you apologize, you can ignore that, but a tweet if you don't respond, you know, you're kind of a wimp. >> well, but also it depends on who's tweeting you. because if that person has two followers you're not going to care. b