Context for the significance of this article<p>> Barack Obama's re-election team are building a vast digital data operation that for the first time combines a unified database on millions of Americans with the power of Facebook to target individual voters to a degree never achieved before.<p>> Digital analysts predict this will be the first election cycle in which Facebook could become a dominant political force. The social media giant has grown exponentially since the last presidential election, rendering it for the first time a major campaigning tool that has the potential to transform friendship into a political weapon.<p>> Facebook is also being seen as a source of invaluable data on voters. The re-election team, Obama for America, will be inviting its supporters to log on to the campaign website via Facebook, thus allowing the campaign to access their personal data and add it to the central data store – the largest, most detailed and potentially most powerful in the history of political campaigns. If 2008 was all about social media, 2012 is destined to become the "data election".