NEW — During the campaign, a top Dem group secretly did a study to see if the most viral Lincoln Project ads were persuading persuadable swing state voters. It turns out, they weren’t.
thedailybeast.com/the-hottest-ca…
thedailybeast.com/the-hottest-ca…
The ads were proving motivational. But "the correlation of Twitter metrics—likes and retweets—and persuasion was -0.3, 'meaning that the better the ad did on Twitter, the less it persuaded battleground state voters.’"
The Lincoln Project didn’t argue with the conclusions. They had two tracts of ads, as they saw it. And the ones going viral on twitter weren’t supposed to change someone’s mind in PA. 
The conclusion, in short, is that Twitter is not real life
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